For 128 years, Swarovski has been synonymous with sparkle. But the glass manufacturer, founded in Austria in 1895, isn't known for the kind of bling that inspired showgirl Lorelei Lee, famously played by Marilyn Monroe, to break into song. Instead, Swarovski's speciality is glass crystals, sparkly stones that have long played second fiddle to diamonds and their enduring appeal.

But thanks to Swarovski's clever rebrand — an ongoing effort that materialized when the company appointed former fashion editor Giovanna Engelbert as creative director in 2020 — crystals are finally getting their flowers. Under Engelbert's direction, Swarovski glass is winning over the hearts, and wallets, of stylish Gen Z'ers.