Swarovski Renames and Reorganizes Crystal Product Lines

Last year we heard rumors of reorganization of the product lines that they classify crystal figures into.  Examples of such product lines include Silver Crystal, Crystal Moments, Lovlots, Soulmates, and so forth.  But now, in 2013, some of those very well known names are a part of history as new product line names have officially rolled out.

There are 4 main product lines: Swarovski Symbols, Swarovski Characters, Swarovski Nature, and Swarovski Art and Statement.  There are further groupings within each of the crystal product lines.

What has to be the biggest surprise is the disappearance of the Silver Crystal name that Swarovski has become so famous for, and even trademarked.  Silver Crystal is now Crystal Nature.  Crystal Paradise has been replaced with Mother Nature.  And Soulmates has been replaced with Contemporary Nature.  These 3 groups: Swarovski Crystal Nature, Swarovski Mother Nature, and Swarovski Contemporary Nature, comprise the product line Swarovski Nature.

Swarovski Characters is a product line that is easier to decipher and understand.  Swarovski Characters consists of: Swarovski Disney figurines, Swarovski Hello Kitty figurines, and all the Swarovski Lovlots figurines.  The Lovlots group consists of: Limited Edition Mos, Emotis, Kris Bears, Bo Bears, Happy Ducks, and the families of Lovlots Pioneers, Lovlots Gang of dogs, Lovlots House of Cats, Lovlots City Park, Lovlots Circus, Lovlots Sealife, Lovlots Birds on Broadway, and new in 2013, the Lovlots Dinosaurs and Lovlots Erika and Elliot.

Swarovski Symbols seems to be more of a catch-all group for the balance of the more affordable crystal offerings.  The symbols group features 3 groups that seem fairly self explanatory:  Universal Symbols (formerly known as crystal moments), Seasonal Symbols (where it seems Swarovski is going to separate offerings that go with spring/Easter, and Christmas), and lastly Asian Symbols (for ornaments and zodiac figurines).

Swarovski Art & Statement to me, simply means things I cannot afford!  The only group in this product line is crystal myriad.  Swarovski is also using this group for other numbered limited editions.

Swarovski discusses this more in the SCS member magazine that has been recently arriving in mailboxes.  The article is on pages 30-31 in ‘ask Ann-Sophie’.

Part of me is wondering if Swarovski is dropping the term ‘Silver Crystal’ due to the change of Swarovski’s new formula….no lead, no silver?  Or perhaps that was just a coincidence?

So, prepare yourself for changes within publications, web sites, or software to see how they may deal with the changes in the Swarovski product lines!