Swarovski launches into upcycling

The Swarovski brand announces that it is developing new crystals - Swarovski Recreated - in a global process of recycling its waste. All the stones from this new collection are entirely made from broken glass collected during the manufacture of its jewelry.

Swarovski Recreated: carbon footprint reduced by 34%

No major house can ignore sustainability anymore , a criterion that is now differentiating for consumers, especially those in the luxury sector. It is in this context that the jewelry and accessories brand specializing in crystals, zirconiums and laboratory diamonds announces the launch of Swarovski ReCreated , an innovation based on circularity .

In fact, all the crystals in this new range were made from glass waste produced during the manufacture of Swarovski jewelry : "The multi-colored glass fragments are remelted and transformed into a new, unique shade of impeccable quality, identical to that of our original product ," explains the brand's official website.

This innovation allows Swarovski to use 40% fewer natural resources than its standard crystals, reducing the brand's carbon footprint by 34%.

So far, Swarovski Recreated has been released in three colorways - Jet Black, Ice Blue and Dark Jonquil - but the Austrian house says it will launch a new shade of Swarovski Recreated crystals each year to improve the sustainability of its entire collection.

This announcement comes after a dynamic 2024 for the brand, which notably announced that it would be expanding into the beauty market alongside American giant Coty .