By: Denisa Palsha
With a new creative director at its helm, a storied Maison gets a modern makeover.
When Giovanna Engelbert stepped into the role of Swarovski’s Global Creative Director in 2020, the venerable family-run crystal business underwent a transformative shift. Known for her influence in street-style and luxury fashion consulting, Engelbert transitioned from advising to leading Swarovski’s creative direction, aiming to expand its global presence.
Since launching her inaugural collections in 2021, Engelbert has redefined Swarovski’s product line, drawing inspiration from founder Daniel Swarovski’s archival sketches. Swarovski, originally inspired by his upbringing in a Bohemian glassware family, envisioned creating accessible “diamonds for everyone” and revolutionized crystal production with patented electric cutting technology. Today, Swarovski crystals, crafted from quartz, sand, and minerals with chemical coatings for color enhancement, embody unparalleled craftsmanship through precision cutting and innovative design.
Engelbert’s signature stamp on Swarovski reflects her bold, exuberant aesthetic, reimagining crystals in unconventional forms and emphasizing vibrant colors and sizes. She innovatively deconstructs and showcases crystals without traditional settings, expanding Swarovski’s jewelry offerings to include statement pieces for men and advocating for playful, transformative accessorizing.
While Swarovski spans products from miniatures to luxury watches and automotive crystals, its jewelry and fashion collaborations under Engelbert’s direction have garnered significant media attention. Notably, her crystal-covered creations adorned celebrities like Irina Shayk and Karlie Kloss at recent Met Galas, capturing global fascination.
Engelbert’s journey with Swarovski culminates in “The Masters of Light,” a traveling exhibition she curated with Alexander Fury, a fashion critic. From iconic celebrity outfits to lab-grown diamonds and the futuristic “Mathemagical” section, the retrospective showcases 130 years of Swarovski’s heritage, inviting audiences into a world of crystal innovation and artistic collaboration. This shiny extravaganza is definitely worth the trip.