Swarovski hosts partners

Luxury brand Swarovski has hosted its global partners on a three-day tour of its stores across Lagos and Abuja.

In a statement, Swarovski said the tour of its stores, which took place from September 16-18, was capped by the official unveiling of its new store at Palms Mall, Lagos.

A major highlight of the event was the introduction of two new brand influencers, Enioluwa Adeoluwa and Efe Irele, who are Nigerian actors.

According to the firm, the influencers are set to play key roles in enhancing Swarovski’s connection with the Nigerian market by promoting the brand’s image of style, elegance, and modern luxury.

The tour kicked off with a press conference at the Palms Mall in Lagos, where media houses gathered to witness the store’s unveiling.

The team also visited the Jabi Mall store in Abuja on September 17 and concluded the tour at the Ikeja City Mall store in Lagos on September 18.

Swarovski’s Regional Sales Manager for Sub-Saharan Africa, Jonathan Minter, said the Nigerian market was important to the brand’s African expansion.

“Nigeria is crucial in our strategy, with its growing middle and upper class. We aim to blend Swarovski’s global heritage with localised marketing strategies to make it a leading brand in Nigeria,” Minter stated.

The Head of Marketing at Polo Limited, the official distributor of Swarovski in Nigeria, Chika Nnadozie, highlighted the brand’s reputation for crystals and fine jewellery and spoke about upcoming marketing strategies in Nigeria.

He commented, “We are launching in-store activations, influencer collaborations, and digital campaigns specifically designed for the Nigerian audience. Our partnership with Enioluwa and Efe reflects our drive to strengthen Swarovski’s relevance in Nigeria.”

The Head of Business Development at Polo Limited, Olamoniso Nduka, explained Swarovski’s commitment to ethical practices, responsible sourcing, and localised initiatives that aligned with the brand’s sustainability values.

He assured guests that Swarovski had developed pricing strategies to accommodate various socio-economic groups, despite currency fluctuations.