The company’s MD on marketing campaigns, fashion week and pricing.

As part of Professional Jeweller’s February 2014 issue, we asked leading businesspersons, designers and retailers about their expectations of the year ahead. Kicking off a run of Q&As is Swarovski UK managing director Hayley Quinn.

Professional Jeweller: Looking ahead, how do you expect Swarovski’s business to develop in 2014?
Hayley Quinn: 2014 is set to be an exciting year for Swarovski. With a strong Christmas performance behind us we now look ahead to what will be an exigent and indicative period for most retailers. We’re beginning to see a slight increase in consumer confidence and footfall across the high street; it looks like the shoppers are finally coming back; but we are choosing to remain cautious during what can only be described as uncertain times.


PJ: Have you planned your marketing campaigns or business strategies for the year?
HQ: At Swarovski we have a very strong brand building strategy, which has been in effect for the past few years. Our advertising campaign featuring Miranda Kerr will continue. There are a number of activities we are working on to increase awareness to our key female target markets, through a variety of communication methods across both traditional and new media. Investment on these areas will be increasing significantly in 2014, so watch this space.

PJ: How do you think precious metals will affect your business?
HQ: We have seen in recent years the trend for consumers to move away from precious to fashion jewellery. Consumers are now looking for the same look but with a more attractive price tag and by offering high quality, on trend jewellery at everyday affordable prices – Swarovski can perfectly meet this demand.

PJ: Are fashion trends likely to influence your work this year?
HQ: Yes, fashion trends are a key influence to our business. We launch our collections seasonally in line with the large fashion houses and we preview our collections at Paris Fashion Week.

This Q&A was taken from the February 2014 issue of Professional Jeweller. To read the issue in full online, click here.