Since 1895, founder Daniel Swarovski’s mastery of crystal cutting has defined the company. His enduring passion for innovation and design has made it the world’s premier jewellery and accessory brand. His vision was to create “a diamond for everyone”. He invented an electric machine that cut more accurately than ever before, marking the beginning of a new era for crystal. From American jazz halls to Parisian couture houses, dresses dripped with beads and Swarovski crystals, reflecting the excitement of the 1920s.