Swarovski Debuts Classica Collection With Ariana Grande Campaign

By Karen Dybis | September 02, 2026

Swarovski’s new Classica collection shows the jewelry company’s efforts to imbue its designs with “pop luxury” branding strategy as it experiments with sterling silver and Swarovski Zirconia alongside a new Ariana Grande advertising campaign.

Swarovski North America president Sindhu Culas calls the 29-piece collection, which debuted Tuesday, a “joyful expression” of elegant, wearable demi-fine pieces that feel as comfortable on their own as stacked with a tennis bracelet or necklace.

“It brings Swarovski’s brilliance into everyday life, and it’s a very important chapter for Swarovski,” Culas says.

The company’s global creative director, Giovanna Engelbert, designed Classica to emulate the calla lily. The pieces are made from recycled sterling silver with 18k gold finish, and the prices range from $219 for an ear cuff or Classica ring to $2,900 for the statement choker/chain necklace.

Classica Swarovski — *The Classica campaign with Ariana Grande shows how the sterling silver jewelry can be stacked for maximalist effect.*

“We want the customer to be able to buy one or two pieces and start building a Classica wardrobe within the Swarovski family,” Culas says. “Or if she just wants to splurge and buy that statement piece she will have forever, that also is available.”

Swarovski worked with pop singer Grande, its global brand ambassador, to be the face of the Classica campaign. Engelbert came up with the campaign’s sleek look—Grande wears a black turtleneck to show off the silver luminosity—and it was photographed by the brand’s longtime collaborators Mert and Marcus.

The campaign shows how Classica can be mixed and matched, Culas says. The collection is minimalist, so a single piece is subtle. Layered together, its fluid shapes start to build a kind of energy that befits a Swarovski client, she says.

“I’ve been wearing it that way—I have the Classica earring on as a fashion piece or you can wear the Classica statement necklace on its own to transform your everyday look into evening. It carries you through,” Culas says.

*The Swarovski Classica sterling silver cocktail ring ($380) features its branded Zirconia crystals.*

Classica fits neatly into the Swarovski jewelry portfolio, Culas says, because it falls between its fun fashion jewelry with Swarovski crystals and its Swarovski-created diamonds, a lab-grown gemstone that the company has elevated into high jewelry through some of its red-carpet collaborations (e.g., the Cannes Film Festival in May with actress Demi Moore).

“What customers really come to Swarovski for is our craftsmanship, our innovation, and our style. Now, we have three distinct pillars, but they can all live together and serve our same or new customers in a very holistic manner,” she says.

Culas says Swarovski is going into the second half of 2026 feeling strong; the business reported 6% organic growth compared with the same period last year. Jewelry was a key growth engine with 11% organic growth—and that double-digit increase is why the company is feeling positive about its LUXignite strategy or pop-luxury positioning, she says.

Swarovski also is highlighting the addition of sterling silver from recycled sources to its materials portfolio, supporting its sustainability goal of sourcing all of its metals from responsibly managed and recycled sources by 2030.

“What’s most encouraging is the quality of the growth we’re seeing year to date—it’s about the strength of our product offering and the clarity of our value proposition,” Culas says. “We want to attract new generations and new audiences, building our brand into North America even further. Classica, I believe, is a tangible example of that vision.”

Top: Swarovski global brand ambassador and pop diva Ariana Grande in new Classica pieces (photos courtesy of Swarovski)