Swarovski to close Lolaandgrace business

By

Dominique Muret

Translated by
Erin Floyd

Published
May 29, 2017

Lolaandgrace jewellery will soon be disappearing from the market - the Swarovski Group has decided to put an end to its accessible jewellery line within the next 6 - 12 months.

The Austrian crystal specialist cited as the reason a strategic business adjustment linked to investment in its portfolio of jewellery brands, explaining that operations have already been set in motion.

Lolaandgrace was launched in 2011 as a vehicle for the group to enter the market of accessible fashion jewellery. The brand was distributed at several retailers and opened dedicated stores in some 40 countries, which will now all gradually be closed.

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Last year, the group introduced a new Lolaandgrace concept store with a more sophisticated interior, as an attempt to elevate the positioning of the label. It seems that meanwhile, Swarovski has had a change of plan.