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Can a Creative Revamp Turn Swarovski Around?

Creative director Giovanna Engelbert has rolled out a colourful, more exuberant aesthetic and enlisted fashion heavy-hitters like Steven Meisel and Pat McGrath as the Austrian crystal-maker seeks to return to profitability by boosting its presence in fine jewellery.
Swarovski's creative director Giovanna Engelbert hopes to democratise the fantasy and self-expression usually reserved for high jewellery.
Swarovski's creative director Giovanna Engelbert has rolled out more colourful products and collaborations with fashion-world heavy-hitters. (Courtesy)

Three years after Giovanna Engelbert joined Swarovski as its first-ever creative director, the fashion editor-turned-designer’s creative revamp of the 128-year-old Austrian crystal maker’s consumer business is gaining momentum.

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