In a new YouTube video, model Karlie Kloss, Swarovski’s new brand ambassador, gives a lesson in the jewelry brand’s pronunciation.

New York--The first step in representing a brand is learning how to pronounce its name.

Or so goes the tongue-in-cheek video Swarovski launched on YouTube and Instagram to announce Karlie Kloss as its new brand ambassador.

Addressing one of the most frequently asked online questions about Swarovski, Kloss gets and gives a lesson in the company name’s pronunciation (hint: try swor-off-ski.) The video has received well over a million YouTube views since it was posted on May 24.

Kloss, who gave up a gig at Victoria’s Secret to study at New York University, is becoming more of a lifestyle brand than a model. The 23-year-old operates her own YouTube channel, conducts the Kode with Karlie coding scholarship for high school girls and partners with Milk Bar on Klossies, cookies that benefit FEED Projects. FEED is an organization that creates and sells products that aid in the fight against hunger worldwide.

"Karlie is someone young women look up to--her use of social media makes her accessible to a broad audience,” said Swarovski Creative Director Nathalie Colin. “As a brand, accessibility has always been part of our DNA, and we take every opportunity to get closer to our consumers. Karlie has an innate understanding of the digital world; we can't wait to leverage her creativity to share inspiring stories about our jewelry.”

Kloss commented, “It’s an honor to join the Swarovski family and to be part of the brand’s long history of bringing elegance to women through brilliant, unique designs.”

Get the Daily News >
National Jeweler

Fine Jewelry Industry News

Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.