Cadenzza by Swarovski
Cadenzza, Swarovski’s multi-designer retail concept is set to launch an e-commerce site this week, complementing its existing bricks-and-mortar locations in the UK. Cadenzza, which launched earlier in 2013, offers designer and branded jewellery and accessories featuring Swarovski crystals in a one-stop-shop format. Designers sold through its stores include Shourouk, Anton Heunis, Mawi and Versace.
“With Cadenzza we aim to establish a global retail brand that showcases fashion jewellery collections from over 60 designers,”Elisabeth Stark, marketing vice president of the brand, she told Vogue. “Swarovski Crystallized was always meant to be a forerunner to test the multi-brand retail format for fashion jewellery. After the very positive evaluation of this business model, we decided to develop this concept further and created Cadenzza as a standalone brand. The reason for the name change was to clearly separate us from the strong associations that the brand Swarovski bears. Since we also offer products in our stores made without crystal, we did not want to confuse our customers by using the term Crystallized.”
The launch of the e-commerce site has been timed to win festive sales, offering more than 1,000 products – including statement jewellery, headphones and men’s accessories – from more than 60 designers.
The e-commerce site has also been designed to be mobile compatible, so shoppers can check in, view products and make purchases on the move.
A feature of the site will be the We Love section, which will include jewellery trend updates, styling tips and advice on products that complement one another.
Cadenzza has launched a fresh campaign to coincide with the launch featuring model and fashion blogger Eleonora Carisi, who wears pieces from Cadenzza in the campaign and offers personal style advice on the site.
A statement from the company said it aims to capitalise on the nation’s love of jewellery both for special occasions and for making every occasion special. The company is also promising free delivery and gift-wrapping for Christmas on any orders placed by December 18.