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Swarovski Taps Supermodel to Help Everyone Learn How to Say Its Name

Published

10 years ago

June 2, 2016

INSTORE Staff

Pronunciation of brand name is on the mind of many Googlers, as it turns out.

Swarovski announced that it has enlisted supermodel Karlie Kloss as its new brand ambassador to help the luxury crystal maker with a unique marketing campaign. Yelena Aschberger, (delete “the”) Swarovski’s VP of digital communication, says that “we learned through Google search insights that the pronunciation of our brand name is actually in the top three global search topics for Swarovski. We saw this as an opportunity to address the question that many have on their minds.”

To that end, Swarovski produced the below video – which is already approaching 900,000 views – featuring Kloss in which she learns how to pronounce the name herself. The brand’s #HowYouSayit social campaign will encourage participants to share a video pronouncing the name on Instagram. Swarovski will then compile the videos at swarovs.ki/HowYouSayIT as an inclusive way to help fans master the pronunciation.

Honoring a Legacy: How Smith & Son Jewelers Exceeded Every Goal With Wilkerson

When Andrew Smith decided to close the Springfield, Massachusetts location of Smith & Son Jewelers, the decision came down to family. His father was retiring after 72 years in the business, and Andrew wanted to spend more time with his children and soon-to-arrive grandchildren. For this fourth-generation jeweler whose great-grandfather founded the company in 1918, closing the 107-year-old Springfield location required the right partner. Smith chose Wilkerson, and the experience exceeded expectations from start to finish. "Everything they told me was 100% true," Smith says. "The ease and use of all their tools was wonderful." The consultants' knowledge and expertise proved invaluable. Smith and his father set their own financial goal, but Wilkerson proposed three more ambitious targets. "We thought we would never make it," Smith explains. "We were dead wrong. We hit our first goal, second goal and third goal. It was amazing." Smith's recommendation is emphatic: "I would never be able to do what they did by myself."