Swarovski anticipates business challenges in the year ahead, but with friends like Ariana Grande (pictured) and strong interest in its new collections, the Austrian crystal maker remains hopeful for 2026.

The company this week announced organic growth of 6% in 2025. Its revenue for the year hit nearly €1.97 billion (about $2.27 billion) an increase from just over €1.9 billion in 2024.

Family-owned Swarovski typically shares limited financial information. The company noted that its 2025 growth came in “all regions,” led by North America, up 10%.

Earlier this week, Swarovski dropped its second capsule collection with singer-actress Grande, a global ambassador for the brand. The 29-piece collection includes garden-inspired jewelry pieces, with flowers and dragonflies as the main motifs.

In its financial statement, Swarovski credited Grande for “igniting excitement and emotional connections around the world.” The company celebrated its 130-year anniversary in 2025 with events and new releases, such as the Vienna collection and the octagon cut for lab-growns.

“Our consistent progress continued in 2025 despite a challenging environment, as we delivered broad-based, top-line growth, strengthened profitability and now also cash generation, and reached new heights of brand desirability, anchoring the Swarovski brand as a cultural icon in the pop luxury space,” CEO Alexis Nasard said in a statement.

But the statement also highlighted the difficulties that businesses such as Swarovski are likely to face for the remainder of the year: “The operating environment in 2026 will continue to be challenging, with geopolitics getting increasingly volatile with the latest Middle East conflict, in addition to endemically weak consumer sentiment.

“This said,” the statement continued, “the company remains steadfast in its commitment to long-term value creation and to disciplined execution under the LUXignite strategy.”

Swarovski initiated its LUXignite turnaround plan in 2022 to boost revenue as well as the brand’s position in what it calls the “pop luxury” segment of the jewelry marketplace. Collaborating with Grande has been a key component of that.

Swarovski global creative director Giovanna Engelbert, who worked with Grande to create the latest pieces, said of the new capsule: “After last year’s collection, which was more timeless and classic, this one moves fully into her dreamy, magical universe. The fantasy-garden imagery and the inspiration of the aurora borealis, with its shifting light and iridescent colors, are translated into the jewelry through crystal play, delicate pearls, and refined craftsmanship.”

The brand has described its just-released Grande collection as an ode to nature that blends the pop princess’ confidence and star power into its marketing visuals.

“It’s about emotion, transformation, and magic, grounded in Swarovski’s savoir faire—and it’s always such a joy to work with her,” Engelbert said.

(Photos courtesy of Swarovski) 

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