Atelier Swarovski focuses on sustainability

The Oscar winner Penélope Cruz brings out a sustainable collection with the traditional studio

atelier swarovski and penelope cruze cooperation
Penelope Cruz Cannes 2018, Image by Atelier Swarovski

Responsible treatment of people and resources is becoming increasingly important. This is also the reason why luxury companies are becoming increasingly sustainable. In today's jewelers' world, luxury is no longer defined solely by carats or the number of gemstones, but much more. The products must tell a story, be produced ethically, have a positive impact and be best personified. This is precisely the approach pursued by "Atelier Swarovski" with its new collection in cooperation with Penelope Cruz.

Copyright by Atelier Swarovski, Ángel Earrings, 18K White Gold

The collection

The creative basis for the design of the collection is the personal inspiration of the Oscar winner. From favorite movies to paintings, novels and private stories. The collection is made of 18-karat Fairtrade Gold from the Minera Limata Limitada Co-Operative in Peru, which stands up against poverty and sustainable development. The topaz gems are based on a transparent supply chain to trace their origin completely and come from Brazil. The diamonds of the collection have been produced using state-of-the-art technology in the laboratory of the studio.

atelier swarovski

Copyright by Atelier Swarovski, created ruby

When asked what would be the biggest challenge today to move forward environmental issues, Nadja Swarovski, board member of the company, said, "It has to be prioritized at the top of the organization and a lack of awareness has been the biggest hurdle".

With this collection, the Swarovski studio clearly shows that the company's course is clearly geared towards "Conscious Luxury", which requires conscious action and the assumption of responsibility in the luxury sector.

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