The history of Swarovski spans more than 125 years, from a single inventor's vision in 1895 to one of the most recognised crystal brands in the world. This guide traces the brand's story through the decades, taking in the founding of the glassworks, the Hollywood golden age, collaborations with haute couture, and the iconic moments that cemented Swarovski as the benchmark for crystal sparkle. Along the way we cover what Swarovski crystals are actually made of and how they earned their place in fashion and culture.
In 1895, Daniel Swarovski founded the Swarovski company with one goal in mind: to create a diamond for everyone. Having worked as an apprentice in his father's glass-cutting factory in Bohemia (now the Czech Republic), Daniel Swarovski developed an electric cutting machine that could produce crystal glass, and the iconic Swarovski crystal was born.
From the 1930s through to the 1960s, the Swarovski crystal became synonymous with glamour and fashion. Even the iconic dress worn by Marilyn Monroe during her rendition of "Happy Birthday Mr President" to JFK in 1962 was adorned with the gleaming crystals.
Today in the 21st century, Swarovski is one of the most recognised brands in the world, and Swarovski crystals can be spotted everywhere from the red carpet to ornate jewellery, and sometimes even on cars, theatre displays and home furniture. In this guide we take a closer look at the history of Swarovski and explore some of the most iconic moments that have cemented Swarovski as the world's leading brand in glass crystals.
What are Swarovski crystals?
Swarovski crystals are decorative glass crystals made from a mix of quartz sand, soda, potash and other ingredients. The Swarovski crystal is synonymous with its iconic glimmer and shine, which occurs due to the light refraction made possible during the manufacturing process. While previous Swarovski crystals were made with lead (typically lead tetroxide), the brand modified its manufacturing process in 2012, and all Swarovski crystals are now categorised as lead-free.
Swarovski Crystals History: A Timeline of Historic Moments
1895 - 1920s
From the birth of the Swarovski brand and up to the roaring 1920s, Swarovski crystals were increasingly featured and sought-after in the fashion world, with crystals being used to decorate 1920s flapper dresses, as well as haute couture items in France and the rest of Europe. 1911 also saw Daniel Swarovski open his own glassworks factory to keep up with demand as the Swarovski brand went global.
1930s - 1990s
In the post-war period, the Swarovski brand leant into Hollywood glamour, featuring in some of the most well-loved and iconic moments in Hollywood cinema.
In perhaps her most lauded role, as Holly Golightly in Breakfast at Tiffany's, Audrey Hepburn wore a beautiful Swarovski-embellished tiara, replicas of which are still sold to this day.
And as we already mentioned, who could forget Marilyn Monroe's sparkling, light-refracting dress from 1962? Wearing a dress adorned with hundreds of Swarovski crystals, Marilyn Monroe performed her raspy rendition of "Happy Birthday Mr President" to then-president John F. Kennedy, a moment that cemented not just Monroe's status as an icon of American cinema, but also the iconic status of the Swarovski brand. In 2016, the same dress was auctioned for a whopping $4.8 million.
In the 1950s, Swarovski also worked with haute couture fashion designers such as Coco Chanel and Dior, and even developed the Aurora Borealis finish for the Swarovski crystal with the help of Christian Dior himself. The Aurora Borealis finish is a gorgeous iridescent coating which gives the impression of a multicoloured, aurora-like sparkle, and is still used in jewellery creation to this day. Many Swarovski pendants still feature this finish across their range of cuts and colours.
In the 1980s and 1990s, Swarovski crystals continued to dominate the world of art, music and culture, most notably through pop legend Michael Jackson. The singer's famous single crystal glove was adorned with hundreds of Swarovski crystals, as were many of his touring costumes, many of which are now kept as artefacts in museums.
2000s - Present
The new millennium ushered in a new era for Swarovski, and in 2015 the brand celebrated their 120th anniversary. That same year, Queen of Pop Madonna ordered 2.5 million Swarovski crystals, all of which were to be hand-applied to her costumes during her Rebel Heart tour.
The 2000s also saw the release of the Swarovski pearl, a small pearl-like crystal that perfectly mimics the sheen and weight of the real thing.
With more than a century passed since their founding, Swarovski crystals can still be seen from the red carpet to the everyday jeweller's shop, adorning everything from custom-designed dresses to a pair of earrings worn by the Princess of Wales. Pop star Doja Cat was even recently seen sporting a head-to-toe ensemble of stunning red Swarovski crystals.
And at the 2018 Oscars, which also happened to be the 90th Oscars ceremony, set designer Derek McLane used 45 million Swarovski crystals to create the most elaborate, sparkling awards stage in Hollywood history. Given the leading role that Swarovski has played in films past and present, we cannot imagine anything more fitting.
FAQs
When was Swarovski founded?
Swarovski was founded in 1895 by Daniel Swarovski in Wattens, Austria. He had previously patented an electric crystal-cutting machine in 1892, revolutionising the industry by allowing precision-cut glass crystals to be produced at scale. Before Swarovski, all crystals were hand-cut, making them expensive and inconsistent. The Wattens factory remains the home of Swarovski crystal manufacturing today.
Who invented Swarovski crystals?
Daniel Swarovski invented Swarovski crystals through his 1892 patent for an electric crystal-cutting machine. An apprentice in his father's glass-cutting factory in Bohemia (now the Czech Republic), he set out with one mission: to create "a diamond for everyone". His invention made affordable, brilliant precision-cut crystal possible for the first time, transforming the fashion and jewellery industries.
What are Swarovski crystals made of?
Swarovski crystals are made from a precision-cut glass composition of quartz sand, soda, potash and proprietary additives. Originally Swarovski crystals contained lead oxide (typically lead tetroxide) for added weight and brilliance, but the manufacturing process was modified in 2012, and all Swarovski crystals are now lead-free and REACH-compliant for safe use in jewellery, embellishment and contact with skin.
Are Swarovski crystals lead-free?
Yes — Swarovski crystals have been lead-free since 2012, when the brand modified its manufacturing process to remove lead oxide. All Swarovski crystals are now fully REACH-compliant, the European Union's chemical safety regulation that restricts hazardous substances in consumer products. This makes modern Swarovski crystals safe for jewellery, embellishment of children's items, and any application involving prolonged skin contact.
What is the Aurora Borealis (AB) coating?
Aurora Borealis (AB) is Swarovski's iconic iridescent crystal coating developed in the 1950s in collaboration with Christian Dior. The coating creates a multi-coloured rainbow effect that shifts between red, blue, green and gold as the crystal moves under light. AB became one of the most popular Swarovski finishes worldwide and is still used today across flatback crystals, beads, pendants and pearls.
What famous moments involve Swarovski crystals?
Iconic Swarovski moments include: Marilyn Monroe's "Happy Birthday Mr President" dress in 1962 (auctioned for $4.8 million in 2016); Audrey Hepburn's tiara in Breakfast at Tiffany's; Michael Jackson's crystal-encrusted single glove; Madonna's 2.5 million crystal Rebel Heart tour costumes in 2015; and the 2018 Oscars stage decorated by Derek McLane with 45 million Swarovski crystals — the most elaborate sparkling stage in Hollywood history.
Where are Swarovski crystals made?
Swarovski crystals are manufactured at the original Wattens factory in Austria, founded by Daniel Swarovski in 1895 (the glassworks expanded significantly in 1911). The Wattens facility has remained the global hub of Swarovski crystal production for over 125 years, producing the patented Xirius Rose and Xilion Rose cut crystals that define the brand's signature brilliance.
