By Brecken Branstrator
New York--In time for its 120th anniversary, Swarovski has announced that it is introducing its first ongoing line of fine jewelry, a move that will help it reach a new group of consumers.

These earrings, made in 14-karat rose gold and set with diamonds, are part of the “Petal” family of design in Swarovski’s new line of fine jewelry, launching in independent jewelry retailers and the brand’s boutiques.

After an initial test period, the collection now is launching with a wider distribution in North America, primarily at independent retailers as well as a small number of select Swarovski boutiques.

Prices for the line range from $125 to $1,450, which includes pieces in sterling silver and 14-karat gold with diamond accents.

Swarovski said that since its founding 1895 in the heart of the Alps, both water and nature have played an important role in the company, including being a source of energy in the manufacturing process for its signature crystals.

These two elements served as inspiration for the design of the fine pieces, divided into three core “design families” as the brand refers to them, which are: the “Petal” family, inspired by a petal in the breeze or floating on the water and translated to jewelry by combining matte and polished elements for movement; the “Eternal Wave” pieces, featuring fluid and organic silhouettes to mimic when light hits the water; and the “Gossamer” line to showcase the geometric and abstract shapes of nature.

Though Swarovski has tried its hand at fine jewelry before, launching a capsule collection through Atelier Swarovski in collaboration with designer Matthew Campbell Laurenza last year, this is the company’s first ongoing fine jewelry collection.

“Fine jewelry is a natural extension of Swarovski’s jewelry expertise. We are bringing a fresh voice into the fine jewelry space with the backing of our globally-recognized brand, allowing us to expand Swarovski’s reach to a new group of consumers,” said Susan Popper, head of fine jewelry for Swarovski North America’s Consumer Goods Business.

She added that “The Swarovski fine jewelry collection will appeal to fine jewelry customers while also fulfilling another purchase occasion within Swarovski’s extensive existing customer base.”

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