Founded in 1895 by Daniel Swarovski, the company has become a well-known brand and high street name. In 2006, the company opened up a further 106 stores to add to current stores and created a combined total of 673 stores worldwide.

The company makes many different crystals creating an opportunity for consumers to present as gifts at various occasions such as engagements, weddings, birthdays and even Valentines Day. However, many of the products sold can equally be used to decorate house and home. In fact, the Swarovski crystal range includes sculptures, jewelery and figurines all suitable for those that want their place of abode to reflect their modern and fashionable tastes in society.

The products themselves range in price from as little as £10 for miniature items such as key rings to £10000 for more expensive items such as a dress. The Swarovski brand can also be found at many leading high street stores including H Samuel who have a large range of stock including crystallized animal ornaments such as kittens, crabs and butterflies.

The idea of buying a crystal is also considered cool because crystals are very much associated with magic and everyone likes witnessing some kind of magic from time to time. Swarovski have done and will continue to play on this in the future.

Swarovski is part of the swarovski group which comprises of Tyrolit who specialize in manufacturing tools, Swareflex, who specialize in road safety, Signity who specialize in gemstones, and Swarovski optic who specialize in optical equipment. The company also runs a crystal-themed theme park in the west part of Austria, helping them acquire an edge in a challenging and competitive marketplace.