Swarovski is an Austrian company founded in 1895 by Daniel Swarovski. It operates in three main areas: Swarovski Crystal Business (crystals, jewelry, accessories), Swarovski Optik (optical instruments), and Tyrolit (abrasives). The company is renowned for its high-quality crystals and innovative designs. Its target audience includes luxury consumers seeking unique jewelry and home decor. The unique selling proposition is its mastery of crystal cutting, making crystals accessible to a wide audience, with the vision of "a diamond for everyone." Swarovski's global reach includes over 6,600 points of sale across more than 150 countries.