May 29, 2019
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Swarovski opens Edinburgh Fort Kinnaird store, launches new campaign

May 29, 2019

Crystals giant Swarovski will open a new store in key shopping city Edinburgh on June 1. Located at Fort Kinnaird, it’s in the second largest retail park in the UK that houses over 75 shops across a range of fashion, accessories, tech and homewares. 


The store will include the full Swarovski offering, comprising fashion accessories, homewares and watches, and “will offer a unique shopping experience,” we’re told.

There will be an official launch event on Saturday with free drinks, opportunities to win a Crystal Lake watch and exclusive discounts throughout the day. 

Centre Director Liam Smith, said: “Fort Kinnaird has welcomed a variety of new shops to suit all tastes and budgets over the past year. Welcoming a luxury brand like Swarovski brings something else new for our shoppers."
The opening comes just after the brand launched a new UK marketing campaign, called #FollowTheLight, that features a group of “inspirational women empowering one another to shine brighter together and be the best version of themselves.”

The creative builds on the Spring/Summer campaign, which launched in January, and sees both new and returning brand ambassadors who the company said “embody female empowerment, and demonstrate what can be achieved when women support one another.”

It’s a world away from the more glamour-focused advertising starring global supermodels that we’ve become used to from Swarovski and reflects the trend to tell more authentic stories in brand marketing.

Taking a starring role is Nadiya Hussain, the 2015 Great British Bake Off winner who has since established herself as a favourite TV chef, author and presenter. She worked with the brand last year (“telling her personal story of how she stood up to fear and embraced change”). She returns this time “to push her limits and use her strong female voice to tell her inspiring story, celebrating her strengths as a woman, and encouraging others to do the same.”

She’s joined by Giovanna Fletcher, children’s novelist, actress, presenter and vlogger who uses her own experiences as a mother in her work. “Giovanna’s positivity and inspiring energy, shown in each of her YouTube videos, is perfectly suited to Swarovski’s key brand messaging and #FollowTheLight campaign,” the company said. 

England Footballers Leah Williamson and Fran Kirby complete the line-up of ambassadors with Swarovski saying they “embody team spirit, with the success of the England Football Team relying on its players supporting one another and playing together as a team.” Their inclusion makes it a very timely campaign too, given the women’s football World Cup that kicks off this coming weekend.

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