Lola and Grace was Swarovski's accessible fashion jewellery brand (2011–2017) — Swarovski crystals at high-street prices, in 40 countries, before being closed in a corporate restructuring.
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See all ads on AdLibrary →Lola and Grace was launched in 2011 by the Swarovski Group as a vehicle for accessible fashion jewellery, mixing Swarovski crystals with other materials at lower price points than the core Swarovski brand. Operating in 40+ countries, it was closed by the Swarovski Group circa 2017–2018 as part of a strategic refocus. Also searched as Lola.
Lola and Grace ran as a youth-oriented fashion jewellery brand positioned below Swarovski's core price point. The advertising emphasised accessibility and trendiness — Swarovski crystal glamour without the Swarovski price tag. The brand operated before the full social commerce era but used Instagram and digital fashion channels as its primary brand-building platforms. Explore jewellery ad strategies on AdLibrary.
During its active years (2011–2017), Lola and Grace used Facebook and early Instagram for product discovery, targeting fashion-forward young women aged 16–35. Crystal-detail photography and celebrity-adjacent styling content drove brand aspiration at accessible price points.
Core historical themes: (1) Swarovski crystal glamour at accessible prices. (2) Trend-led seasonal collections. (3) Gift-friendly price points. (4) Young, fashion-forward feminine identity. (5) Global presence — available in 40+ countries.
Lola and Grace is a cautionary tale about corporate sub-brand management. When a luxury parent brand (Swarovski) creates an accessible sub-brand, it risks brand dilution if the quality and experience gap is too visible. The decision to close Lola and Grace in favour of focusing on the premium Swarovski brand suggests the accessible positioning undermined the core brand's luxury positioning — a strategic tension many luxury brands face when pursuing market expansion downwards.
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