Swarovski Tone of Voice — Sparkling & Premium

Tagline: "Illuminate Life"

Industry: Crystal

Sector: Luxury

How Swarovski Communicates

Swarovski ties crystal to light and brilliance. "Illuminate Life" frames its cut crystal as a way to add sparkle and radiance to the everyday — premium, glittering, romantic. The voice is dazzling and bright, selling shimmer as a small everyday luxury.

Tone Words

Swarovski's brand voice is defined by the following tone words: Sparkling, Premium.

Communication Style

Language Style: Dazzling
Sentence Type: Command
Tense: Present
Expression: Imaginative

Swarovski Brand Story

Swarovski made crystal jewelry prestigious with precision cutting and brilliant sparkle. The brand brings affordable luxury to everyday accessories.

Brand Message

Crystals that bring brilliance to life

Brand Mission

Add sparkle to everyday life

Brand Positioning

Core Concept: Crystal Brilliance

Central Tension: Fake vs. Brilliant

About Swarovski

Swarovski (, German: [svaˈrɔfski] ) is an Austrian producer of glass based in Wattens, Tyrol. It was founded in 1895 by Daniel Swarovski. The company is split into three major industry areas: the Swarovski Crystal Business, which primarily produces crystal glass, jewelry, rhinestone, watches and accessories; Swarovski Optik, which produces optical instruments such as telescopes, telescopic sights for rifles, and binoculars; and Tyrolit, a manufacturer of grinding, sawing, drilling, and dressing tools, as well as a supplier of tools and machines. Today, the Swarovski Crystal Business is one of the highest-grossing business units within Swarovski, with a global reach of approximately 3,000 stores in roughly 170 countries, more than 29,000 employees, and a revenue of about 2.7 billion euros (in 2018). Swarovski is now run by the fifth generation of family members. It has been announced, however, that for the first time in the company's key history, senior management positions will come to be filled by non-family members during the course of 2022.

Frequently Asked Questions About Swarovski

What is Swarovski's tone of voice?

Swarovski uses a sparkling, premium tone of voice. Their communication is dazzling, typically using command-style sentences in the present tense. Their tagline "Illuminate Life" exemplifies this voice.

How does Swarovski communicate with customers?

Swarovski made crystal jewelry prestigious with precision cutting and brilliant sparkle. The brand brings affordable luxury to everyday accessories.

What is Swarovski's brand message?

Swarovski's core message: Crystals that bring brilliance to life Their mission: Add sparkle to everyday life

What is Swarovski's slogan?

Swarovski's slogan is "Illuminate Life". It carries their sparkling, premium voice.

What is Swarovski's mission?

Swarovski's mission: Add sparkle to everyday life

What makes Swarovski's brand voice unique?

Swarovski stands out through their sparkling, premium communication style. Their central brand tension, "Fake vs. Brilliant", shapes how they communicate across the Luxury sector.

What language style does Swarovski use?

Swarovski uses dazzling language, with imaginative messaging, in command-style sentences, using the present tense.