ingredient branding history
The Swarovski seal can trace its origins back to the 1960s. Embossed with its ‘Made with Genuine Swarovski Crystal from Austria’ message, the seal was used to assure customers that they were buying only ‘the very finest imported crystal’.
The Ingredient Branding program took root in the era of the so-called ‘Swarovski Oscar’, the Great Designs in Costume Jewelry Awards. Running from 1966 to 1969, and judged by a jury composed of the fashion industry’s shining lights, the televised awards saw thousands of designers, from major brands to small independent jewelers, competing for the finest crystal creation.
All entries were entitled to use the Swarovski seal, and while today the competition is no longer, the seal lives on, having anchored the Swarovski brand in the mind of people worldwide ever since.