Swarovski crystals have always been regarded by jewellery designers as the best crystals available.
In 1862, Daniel Swarovski was born into an Austrian family that specialised in crystal cutting. After many years of learning his trade, he established his own jewellery company in his early 20s, and in 1891 registered a patent for a new crystal cutting machine. His design was a revolutionary machine which allowed crystals to be cut more precisely than the previous labour-intensive manual methods which also allowed inconsistencies in quality. The new machine produced perfect crystals in less time.
A few years later Swarovski then began to produce their own high quality crystals which were cut and polished in house.
Swarovski has been associated with glamour and quality products up to today. In 1953 the file "Gentlemen Prefer Blondes" featured Marilyn Monroe singing "Diamonds are a Girl's Best Friend. In the scene she is presented with an array of what appears to be diamonds - but are in fact Swarovski crystals.
Where possible, Frenelle Jewellery incorporates Swarovski crystals into its jewellery collections.
In 2020 the company had a major shake up and they relooked at how they were selling their crystals and where their products are positioned in the market.
As a result, they have stopped selling crystals to businessessuch as
nail art suppliers and craft suppliers which allowed their customers to glue crystals on shoes and clothing. This type of use resulted in poor quality products which looked kitsch and did not enhance the high end look that Swarovski wanted to bring back into their brand.
Only "authorised" sellers are permited to sell genuine Swarovski crysta
ls and their customers must sign a contract which limits them to just using the crystals for high end jewellery.
Swarovski are extremely protective of their brand name and do not allow anyone to use the word "Swarovski" in their marketing. This is the reason Frenelle has removed the word "Swarovski crystals" from the titles on all the jewellery we sell with Swarovski components Jewellery which contains Swarovski crystals are now referred to as "High quality crystal" or "premium crystal" ... but they are in fact Swarovski crystal.