The Swarovski Group has decided to cease production of its lolaandgrace range as part of the company’s strategic adjustment to its investment in its portfolio of jewellery brands, Professional Jeweller can reveal.
The group confirmed that it would “wind down” the brand over the next six to 12 months, with the process set to begin in the coming weeks.
In a statement, The Swarovski Group said it is committed to securing a fair wind down in accordance with its company values. “The existing lolandgrace team will be partially reabsorbed into the Swaorvski organisation,” it said.
Swarovski launched lolaandgrace in 2011 with the ambition to enter the affordable fashion jewellery market.
During its time, the brand secured stockists such as House of Fraser, T H Baker and Watch Shop for its lower-priced Swarovski-adorned jewels.
Just last year the brand announced it will be evolving its retail concept and working with agency Somethin’ Else to deliver its digital content.