Cherry Tree advises Chamilia, Inc. in transaction with Swarovski

Chamilia CEO Mike Paxton is pleased to announce a strategic cooperation between Swarovski and Chamilia, to develop a co-branded, personalized beaded jewelry collection.

Recognizing the potential of the personalized jewelry market and building on a leadership position in the jewelry industry as both a supplier of components and a retailer, Swarovski has entered into a strategic cooperation with Chamilia, one of the fastest-growing personalized accessory brands in the world. To support this mutually desired long-term strategy, Swarovski has acquired a minority stake in Chamilia.

Swarovski will combine its crystal cutting expertise with Chamilia’s personalized jewelry proficiency to create a co-branded beaded jewelry collection. The collection has been skillfully crafted and developed by the design teams from Swarovski and Chamilia.

Availability
The Swarovski Chamilia Joint Collection will be available beginning August 1, 2011 at Swarovski stores in select markets. By the end of 2011 the collection is expected to be present in ten markets worldwide, including the U.S., U.K., Ireland Germany, France, Italy, Switzerland, Canada, Australia and Japan. Further expansion is planned in 2012.

Summary of Alliance
Swarovski is a global leader in crystal collectibles, luxury fashion jewelry, and lighting. Swarovski, a multi-billion dollar organization, was established in Austria in 1895 and is still family run today.  Last year, they experienced significant year over year revenue growth building on their long tradition of success.

Recognizing the potential of the personalized jewelry market and building on a leadership position in the jewelry industry as both a supplier of components and a retailer, Swarovski has entered into a strategic cooperation with Chamilia, one of the fastest-growing personalized accessory brands in the world. To support this mutually desired long-term strategy, Swarovski has acquired a minority stake in Chamilia.

Swarovski will combine its crystal cutting expertise with Chamilia’s personalized jewelry design expertise to create a co-branded collectable bead collection. The collection is targeted at a wide base of existing and prospective customers, through Swarovski’s global retail network.

Four Key Points
Chamilia is thrilled to be working with Swarovski to further develop our personalized jewelry and accessories brand.

• This relationship will provide additional opportunity for innovation and design collaborations, inspired by fashion, style and emotion.

• The Swarovski Chamilia strategic partnership will help to increase our overall brand awareness in global markets and will elevate our market position.

• The Swarovski Chamilia strategic partnership will reinforce and elevate Chamilia’s position as a global leader in personalized jewelry design innovation.

• Combining the superb management teams of Swarovski and Chamilia will amplify all of the impressive qualities that our organizations have in common, which will undoubtedly be beneficial to both companies moving forward.

About Swarovski:
In 1895, Daniel Swarovski, a Bohemian inventor and visionary, moved to the village of Wattens, Tyrol in Austria, with his newly-invented machine for cutting and polishing crystal jewelry stones. From this beginning that revolutionised the fashion world, Swarovski has grown to be the world’s leading producer of precision-cut crystal for fashion, jewelry and more recently lighting, architecture and interiors. Today, the company, still family-owned and run by 4th and 5th generation family members, has a global reach with some 23,000 employees, a presence in over 120 countries and a turnover in 2010 of 2.06 billion Euros. Swarovski comprises two major businesses, one producing and selling loose elements to the industry and the other creating design-driven finished products. Swarovski crystals have become an essential ingredient of international design. Since 1965 the company has also catered to the fine jewelry industry with precision-cut genuine and created gemstones. Showing the creativity that lies at the heart of the company, Swarovski’s own brand lines of accessories, jewelry and home décor items are sold through more than 1,900 retail outlets worldwide. The Swarovski Crystal Society has close to 325,000 members across the world, keen collectors of the celebrated crystal figurines. And in Wattens, Swarovski Kristallwelten, the multi-media crystal museum, was opened in 1995 as a celebration of Swarovski’s universe of innovation and inspiration.

About Chamilia®:
Chamilia is one of the fastest-growing personalized accessory brands in the world, creating extraordinary, innovative jewelry for women with an eye for fashion.Chamilia’s collections of beads, bracelets, necklaces and earrings are sold in fine jewelry stores and boutiques across the globe. Chamilia’s premium quality and unique designs distinguish it from all other jewelry brands. Chamilia jewelry is made of the finest materials, including 14k gold, .925 sterling silver, Swarovski® Elements,Italian Murano glass, and includes an exclusive Disney® Collection. Founded in 2002, Chamilia is privately held and headquartered in Minneapolis, Minnesota. For more information, visit www.chamilia.com. (Cherry Tree does not maintain, endorse, or make any representations as to the content accuracy or quality of this website.)