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Swarovski

Austrian-based Swarovski needed to announce a restructuring of its US fashion jewelry business. The restructuring meant layoffs in the company’s North American headquarters in Rhode Island. The company wanted to communicate, locally, that it intended to remain in the state (with almost 500 people), as well as communicate to the jewelry and department store industries that it intended to remain a player in the fashion jewelry business.

D&S developed and implemented strategies on both fronts. The Agency secured an exclusive local interview with Swarovski’s US-based president that allowed him to explain the company’s plans and strategies. We also developed a strategy to communicate the news of the layoffs in an open and straightforward manner. The result was fair and accurate coverage of the layoffs and a positive, forward-looking Providence Journal story about the company’s plans to build a stronger global brand. The Agency secured an additional positive business feature almost one year later on the success brought about by the company’s change in strategy.