In cooperation with Oscar winning actress Penélope Cruz, Swarovski launches a sustainable collection
Penelope Cruz Cannes 2018, Image by Atelier Swarovski
The responsible treatment of people and resources is increasingly becoming important. This is also the reason why luxury companies are becoming increasingly sustainable. In today's jewelers' world, luxury is no longer solely defined by carats or the number of gemstones. It is about much more: The products must tell a story, be produced ethically, have a positive impact and be - at best - personified. This is precisely the approach, which "Atelier Swarovski" pursued with the new collection in cooperation with Penelope Cruz.
Angel Earrings, 18K White Gold
The personal inspiration of the Oscar winner is the creative basis for the design of the collection. From favorite movies to paintings, novels and private stories. The collection is made of 18-carat Fairtrade Gold from the Minera Limata Limitada Co-Operative in Peru, which stands up against poverty and supports 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.
When asked what the biggest challenge concerning environmental issues is for a company today, 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 the new collection, however, Swarovski clearly shows that the company's course is geared towards "Conscious Luxury", which requires conscious action and the assumption of responsibility in the luxury sector.