The Rise and Fall of Swarovski - Business Documentary
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- čas přidán 31. 05. 2024
- Full title: House of Swarovski - The Rise and Fall of The Crystal Kingdom - Business Documentary
The year 2020 marked the 125th anniversary of Swarovski, but there’s little to celebrate. Revenue was down 30% from 2.7 billion euros to about 1.9 billion. 750 of its 3000 stores were closed worldwide. 1500 employees in Wattens lost their jobs this year, and 600 more expected to go in the next 2 years. The plan was to eliminate 6000 positions, which was about 20% of the company’s total workforce. CEO Robert Buchbauer once said, “we are forced to reimagine and rescale our entire Swarovski business…or we’ll end up among the losers." The pandemic might’ve exacerbated the decline of Swarovski, but the founding family drama over power and control pushed the company into a downward spiral of stagnation and failure. Is this really the end for the century-old Crystal Kingdom? Can Swarovski navigate its way through the most significant industry downturn in history? In this business documentary, we're going to explore the rise and fall of the crystal kingdom.
#swarosvki #business #documentary
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Sources:
www.dailymail.co.uk/news/arti...
www.nytimes.com/2005/10/21/bu...
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Chapters:
0:00 Intro
2:27 The Beginning
4:09 The Rise of Swarovski
8:35 Present Day Swarovski
9:50 The Founding Family
11:41 California and Markus
15:18 CEO Resigned
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Swarovski's branding and style looks better now than it ever has! Unfortunately, all the items I want are always sold out. Whoever their creative director is doing an amazing job rebranding them to current times!
I just returned the Pandora I was gifted for Christmas and bought my first Swarovski item. I had never even looked at Swarovski until I saw the lucent rings ...someone is doing something right.
I'm looking at the Lucent stud earrings and maybe even the hoops too!
Giovanna Engelbert. She’s a new creative director ❤
Just got my Swarovski glasses and I LOVE them.
I have a LOT of jewelry set with Swarovski ZIRCONIA. The stones will knock your eyes out. My pieces are all set in sterling silver, but the stones are SO wonderful, they are worthy of gold settings. They look way better than most diamonds, i swear!
They stopped selling their products in craft stores in 2021. The DIY, crafters and small jewelry business owners are buying their supplies from Swarovski's competition.
A bunch of companies are still actively selling Swarovski, but under a different name.
@MarkR, would you know which companies?
Their decision to go “elite” and stop selling to DIY/nail techs/small businesses etc was a huge mistake in my opinion.
It doesn’t hurt me as I have literally tens of millions of Swarovski stones already in my inventory but it really affected the DIY and jewelry businesses as a whole and in the long run is going to come back and bite them in the butt.
Just bought a bb simon belt
@@moonbubbles3046 I agree. I was looking for Swarovski crystals for a special project and when I went to my go to store the selection seemed a bit sparse. Following that I went to the web and saw a question someone posed about "why stop selling loose crystals to the public" and from there is when I learned. Now I'm seeing companies like Prestige and Preciosa that the DIY community is saying are worthy replacements. I'm very disappointed by Swarovski's decision.
bro, you gotta make more of these... absolut gold!!!
Thanks so much!!
So excited!!!
For what? Artists and crafters to lose their money and livelihood and thousands to lose their jobs?
Excellent video.👍👍
VERY interesting video, so well done.
Thanks!
Hey, great video! (You should pick it up again, don't give up!) Also, what is the music in the intro section? It's pretty amazing.
Thank you! I don't remember about that particular music, to be honest - sorry! But thanks for watching!
Kim Kardashian was actually the one who last owned the swarovski gown Monroe wore while singing Happy Birthday to the POSTUS. She apparently had to have it extremely altered I’m sure ruining the actual physical appearance of the dress but also the mental image so many of us had for the original woman who originally wore the dress.
She doesn't own it, she borrowed and returned it from Ripleys I believe. She also didnt alter it. She lost a bunch of weight to fit into it and left it partially open, covering her back with a shawl.
WOW love this!
Thanks!
If you could also do a documentary on Preciosa, that would be awesome also. ❤️💎
Asfour Crystal from Egypt is a close second to Swarovski, but they make mostly lighting fixtures, like Chandeliers. They don’t have beads for crafts. The stuff from China is cheap looking & the price reflects that. That’s the only way China could possibly compete.
To commémorate new ownership.. Eugene has begun to produce Swarovski silver crystal flutes as a simbolique toast to the king, himself.. as he begins to corner the growing of diamonds. - Eugene Kwok
I recognized the music used in Atomic Heart, omg!
SOME TIME YOU NEED TO HEAR FROM SOMEONE OUTSIDE YOUR HOUSE. BELIEVED ME.
Thats why they are terminating staff
Shade
I noticed they seem to be dying when it comes to ads and social media presence. I wanted a necklace but couldn’t find much on it. Not very global power house of them..
Once they decided to stop selling the flat back crystals to the general public making that ridiculous statement that they don’t want their crystals on 5 dollar shirts I pretty much forgot they exsited
Interesting documentary but it seems you have ignored one of the most fascinating aspects of the company history aka the Swarovski involvement in the Nazi Party and World War 2. Was this an intentional omission ? Even the company refuses to acknowledge this pivotal part of their history. Armand Kossman was a financier who helped build this company, according to some reports he was murdered. The Swarovski family commissioned a historian to look at the company archives but then refused to publish any findings, they are hiding something for sure but I dont understand why they cant use this as an opportunity to right their historic wrongs.
Is this documentary done with AI?
Who else here went into panic-shopper-hoard-as-much-as-possible mode as soon as news of their industry changing decisions started to circulate the DIY Jewelry community??? ...I know I did XD
hope they return to sell the beads to costumers
I said before I say again if you want this brand to grow do lab grown diamonds if you want to track customers pay your workers a high enough salary, give them health benefits give them a pension and give them a 15 minute break and 30 minute break don’t make them work overtime because they probably have a family to or they’re probably try and go back to college or something and lower the cost of the jewelry pieces when you sell them make sure that they’re not breakable and make sure they’re pure metal and have your employees test out the jewelry where first so that if there are any kinks or discoloration they let you know and you guys get together and figure out how to fix it. That’s my advice and if somebody has disabilities, accommodate to them. Keep the brown inside the USA and not all over the world because otherwise you’re gonna have more lawsuits on your hands
我是十分believe 施華洛世奇的祖先有做一些好事的，所以後代才会發達起來的。
The name still carries weight within the luxury brands, Their in-house pieces of crystal characters, animals, flowers, have never been duplicated.
Something the family needs to focus on, is a display unit for these pieces, that individuals have spent a investment on. The metal halide lights that accentuate their beauty is only emulated through LED lighting, MR lighting. It is the pure white light that brings them to life. Some of the partnerships that were No longer NEEDED, NEED To be rekindled and The artists of those industries need to be a part of that!!!!!!!!! (If I can be of some assistance with that, then, give me a shout!
I will throw my hat in the ring if you would like some marketing advice!! Just don't want to see squabbling between family members bring down what was once a gem of a company. Clean House and get rid of non producing members or Buy them out! ( At a very discounted rate)
The whole board CAN NOT be made of family members !!! Bring in outsiders that can Share one piece of observation and flip the light switch back on!!!!
WAIT! They opened in 1995 & their 125 years old??? I’m terrible at math but even that doesn’t sound right to me.
if they opened in 1995 they are 27 year old not 125 in order to be 125 they had to open in 1897 so that means the company was founded in 1897 but the actual swaroski jewlery stores opened in 1995
Post mail masendger swanrovski criptal original l.t.d.
Happy swanrovski 125 years anniversary ck allz aoz seico Rolex peai gaprtal hark wark loung line.
How dones David Dani's Daniel faimery raben haro haray Aston mastank .harke k.f.c Chester chekey champter.loung life.
Harmer stoner miller mixi context general Vs original happened and happy new years Christmas Cristal.
Hark fox loung time.
Thing you so most think you so must tank you so must mastank de vid vincin to swanrovski likethink
DEAR SWAROSKI. HEAR MY ADVICE. JUST LOWER THE PRICE YOUR BINOCULARS. SELL IT MORE CHEAPER THAN USUAL. CUT IT PRICE INTO HALF. YOU SEE LOT OF PEOPLE WANT TO BUY YOUR BINOS. BUT THEY CAN AFFORD IT. BY LOWER IT PRICE, YOU CAN SELL MILLION AND MILLION YOUR BINOCULARS AROUND THE WORLD. AND THAT WILL SAVE YOUR COMPANY FROM BANCKRUPTCY.