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Swarovski unveils Chamilia rebranding
Nearly two years after its acquisition, Swarovski has released the details of its redesign for the Chamilia brand.
Chamilia’s marketing and products were recreated around what Swarovski calls the “five pillars” of sentiment for female consumers--relationships, milestones, passions, inspirations and love.
These are reflected in the brand’s new tagline, “Live with all your heart.” They also are shown in the new Chamilia logo with its signature hummingbird icon, meant to represent “energy and delight” in a way that will differentiate the brand from its competition, the company said.
The relaunch begins Jan. 15 with the debut of six new videos that will be revealed on the newly redesigned Chamilia.com once a month for six months and promoted through a social media campaign.
The videos will reflect the five pillars, centering on real women telling their stories and sharing the connection between their life experiences and their jewelry.
A national print and online ad campaign is set to roll out in February, shortly after the videos debut. Point-of-sale materials also will be impacted by the change, with new visual merchandising and packaging for Chamilia retailers.
Further, Swarovski said it is working to differentiate Chamilia from other personalized jewelry brands by introducing new product. The company said that there are plans to offer standalone jewelry options as well as new bracelet mechanisms to complement the personalized pieces, though further details about the new jewelry won’t be available until later this year.
“With this relaunch, Chamilia is embracing the DNA of the personalized jewelry category. When people purchase silver and gold jewelry, it’s more about sentiment than with other purchases,” said Catherine Ottaviano, vice president of global merchandising and marketing. “We will still create product with exquisite design and quality, often embellished in signature Swarovski crystals or zirconia. But we are re-energizing Chamilia with values that resonate with the consumer, especially as they seek authenticity in their connection to brands.”
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