As you know, in 2021 Swarovski made a strategic decision to restrict use of their brand name and not allow the general public to purchase their products. This made things very difficult for us and you, our valued customer! Effective now, Swarovski has a new direction which will allow anyone to purchase their products! However, if you are creating a product and using their name, you MUST follow these guidelines shown below. These may also be found on our Resources page.
As a family-owned business, we appreciate your continued support and look forward to helping you with all of your sparkly needs! www.RhinestoneSupply.com
Swarovski Proper Use Guidelines & Correct Swarovski Brand Name Usage
The Swarovski Proper Use Branding Guidelines which remains binding and mandatory allows for proper and consistent use of the Swarovski name and brand assets. This is essential to protecting the integrity and recognition of the Swarovski brand worldwide. If you supply Swarovski Crystals to customers or other business partners, you may share these guidelines with them and should ensure that they also comply with Swarovski’s branding requirements throughout the distribution chain. Please note that it remains your sole responsibility, and the responsibility of your customers and business partners, to ensure that all business activities comply with applicable local laws and regulations.
How to Use the Swarovski Brand Name Correctly
This overview is designed to help businesses understand Swarovski’s official Proper Use Guidelines for referencing Swarovski Crystals in product descriptions, marketing materials, packaging, and ecommerce listings.
While Swarovski now allows broader marketplace use of its brand name, businesses must still follow Swarovski’s trademark and branding requirements to ensure accurate and compliant representation.
The complete Swarovski Brand Guide, produced by Swarovski, is available for you to print and/or save for your reference. This Swarovski Brand Guide pdf provides all the information those who use or resell Swarovski Crystals need along with detailed instructions and examples. However, we summarize the key highlights of Swarovski’s Proper Use Guidelines below.
The Swarovski Brand’s 10 Golden Rules:
- 100% Rule: Only refer to Swarovski when the finished product contains 100% Swarovski Crystals.
- No logo or stylized wordmark usage: The Swarovski Swan logo, Swarovski wordmarks, and other Swarovski trademarks may not be used unless specifically authorized by Swarovski.
- Brand Hierarchy & Prominence: It must always be clear that your business is the producer or seller of the finished product. Swarovski should only appear as the crystal component brand.
- Use Swarovski only as an ingredient brand: Do not describe your finished product as a “Swarovski product.” Instead, use wording such as “embellished with Swarovski® Crystals” or “created with Crystals by Swarovski®.”
- Correct use of the word Swarovski: The word “Swarovski” must always be spelled correctly, written clearly, and displayed in the same font style and size as surrounding text. Do not abbreviate or alter the name.
- No partnership, endorsement or affiliation: Your marketing must not imply that Swarovski sponsors, approves, or is formally affiliated with your business or products.
- Use the Swarovski trademark as an adjective and the company name as a noun: Use Swarovski as a descriptive trademark reference, such as: “Embellished with Swarovski® Crystals.” Do not use Swarovski as the primary product name, such as “Swarovski® Crystal bracelet” or “Swarovski® bracelet”.
- Integrity of the Swarovski name: Do not include Swarovski in company names, logos, domain names, social media handles, product collection names, or branding materials.
- No Swarovski “Look & Feel”: Do not imitate Swarovski advertising, product photography, videos, graphics, packaging styles, or other copyrighted brand materials.
- Responsibility for clients and resellers: If third parties sell or promote your products, you are responsible for ensuring their marketing materials also comply with Swarovski’s branding guidelines.
Examples of Correct & Incorrect Swarovski Text Brand Usage
When writing or speaking about products with Crystals by Swarovski®, it is recommended to use the following expression:
“Embellished with Crystals by Swarovski®”
DOs: Examples of Correct Swarovski Usage:
The design piece is…
- …embellished with Swarovski® Crystals.
- …dazzling with Crystals by Swarovski®.
- …dazzling with Swarovski® Crystals.
- …adorned with Crystals by Swarovski®.
- …adorned with Swarovski® Crystals.
- …decorated with Crystals by Swarovski®.
- …decorated with Swarovski® Crystals.
- …enriched with Crystals by Swarovski®.
- …enriched with Swarovski® Crystals.
- …created with Crystals by Swarovski®.
- …created with Swarovski® Crystals.
DON’Ts: Examples of Incorrect Swarovski Usage:
- …in partnership with Swarovski®/Crystals by Swarovski®/Swarovski® Crystals.
- Designed with Swarovski® Crystals/Swarovski® Crystals.
- Made with Crystals by Swarovski®/Swarovski® Crystals.
- Crystals by Swarovski® (without verb or any product or brand reference).
- Swarovski® Crystal Bracelet (improper language, infers product (bracelet) is made by Swarovski).
Simple Rule of Thumb
- Use “Swarovski” as a company name when referring to the Swarovski company.
- Use “Swarovski® Crystals” when referring to crystals used in a finished product.
- Do not use “Swarovski” as the name of your finished product itself.
Proper Use General Rules For Brands Embellishing with Swarovski Crystals:
The Swarovski proper use statement should only be used in the following manner by designers, brands and manufacturers:
- In context with a specific finished product embellished with 100% Swarovski branded Crystals. Example: “This bracelet is embellished with Crystals by Swarovski®”
- Together with the client logo.
- With the same frequency as the client logo.
Examples:
Swarovski branding rules apply wherever you are using the Swarovski Proper Use statement. This includes ETSY listings, Shopify product pages, Amazon listings, jewelry packaging, product tags, social media marketing, ecommerce category pages or printed marketing materials.
Examples:
Swarovski Logos & Trademarks Are Prohibited
The Swarovski Swan logo, Swarovski word marks, and other Swarovski trademarks may not be used unless specifically authorized by Swarovski.
The Swarovski Wordmark Logo 
The Swarovski Swan Logos 
Other Swarovski Trademarks and Logos 
In addition, Swarovski branded digital images and marketing collateral are proprietary and for use only by Authorized Distribution Partners and approved parties. Any unauthorized use by third-party businesses is strictly prohibited.
