Swarovski breaks ground through its new Raya selection and wins at Retail Asia Awards

Dato' Sri Siti Nurhaliza headlines the campaign reflecting on the values and traditions of Hari Raya.

Thriving amidst the pandemic has been very difficult for many retail companies, especially those that offer luxury products such as jewellery, as consumers start prioritising essential goods due to the nature of the crisis. Despite these challenges, Swarovski managed to make their presence known in the Malaysian market, winning the Marketing Initiative of the Year - Malaysia Award at the Retail Asia Awards 2022. 

The awards programme recognises major breakthroughs, innovations, and key players in the retail industry of Asia, and Swarovski’s efforts to connect with the local market with Dato' Sri Siti Nurhaliza set them apart from their competition. 

Swarovski was founded in 1895, with Daniel Swarovski’s expertise in crystal cutting distinguishing the company from other jewellers since then, as his enduring passion for innovation and design has made it the world’s premier jewellery and accessory brand. 

The company pays homage to this special time with a new campaign that encapsulates the warmth and wonder of a renowned day, featuring a curation of brilliant accessories to add the perfect finishing touch to the opulent occasion dressing. Following the month-long observation of the holy strictures of Ramadan, Hari Raya Aidilfitri is a time of glorious celebration that calls in a time for vibrancy, joyous colour, and decadent dressing-up as Muslims enjoy feasting, laughter, and love with their families. 

Celebrating the magnificence of the season, the campaign highlights a day filled with powerful promise as a national treasure, Dato' Sri Siti Nurhaliza, radiantly weaves her way through a magical landscape in specially selected Swarovski jewels. Swarovski’s beautiful campaign story accompanies Siti as she embarks on a journey of self-discovery, reflecting on the values and traditions of Hari Raya, to usher in a better future filled with radiant self-belief and optimism. 

With stunning designs centred around the verdant hue of green, accented with white, yellow and rose metallics, Swarovski introduces its precious selection of pieces for Hari Raya, with boldly chic bracelets, rings, and necklaces to create a fashion-forward statement with the perfect accessories. 

Embracing the magnificence of the Millenia family to promote a sense of clarity and unity, these boldly chic yet timeless pieces add refinement in rainbow hues to symbolise the effusive joy of the season. In combination with an array of delightful Stella stars – twinkling with celestial promise – and the timeless sophistication of stunning Swarovski timepieces, the designs all encourage an effusive sense of hope and promise. 

As an international brand, Swarovski put in the effort to gain local relevance by having Siti Nurhaliza, a well-known singer and hijabi on campaign visuals, becoming the first international brand to feature a hijabi in the local market. A series of 360-degree marketing initiatives have been carried out from 2 April the first day of Ramadan to kick start the most important campaign of the year.

Swarovski has a very long history of passion, creativity and innovation, and their vision is clear: to ignite dreams by celebrating people’s individuality and empowering them to live boldly, freely, and without fear. Swarovski celebrates all that makes each and every one unique, and their jewellery is wonderful self-expression of individuality. 

The 17th Retail Asia Awards is presented by Retail Asia. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's outstanding retail initiatives, please contact Jane Patiag at [email protected].