Swarovski and Tocara Group have officially announced a major business move. Tocara Group has acquired Touchstone Crystal, the U.S.-based direct-selling division of Swarovski.
This strategic acquisition marks a new chapter for both companies. It combines Swarovski’s legacy with Tocara’s growing presence in North America.
Headquartered in Montreal, Quebec, Tocara has built a strong network over the past 18 years. The company operates across Canada and parts of the United States.
Tocara is known for its premium jewelry collections. Its designs are both timeless and aligned with current trends. This balance has helped the brand maintain loyal customers and partners.
According to Randall Markus, Founder and CEO of Tocara:
“We are excited to welcome Touchstone Crystal into the Tocara family. This partnership combines a strong U.S. customer base with decades of jewelry expertise. We see great potential to expand and deliver more value to our brand partners and customers.”
Kolja Kiofsky explained the decision behind this transition:
“Swarovski is refining its brand strategy and portfolio. Transferring Touchstone Crystal to Tocara supports our focus on core strengths and long-term growth.”
This move allows Swarovski to concentrate on its main business areas while ensuring Touchstone Crystal continues to grow under specialized leadership.
This acquisition brings together Touchstone Crystal’s strong U.S. presence and Swarovski heritage with Tocara’s expertise in direct selling.
The collaboration is expected to:
The combined strengths of both brands will help shape a more competitive and innovative future in the jewelry market.
For more details about Tocara Group and its offerings, visit their official website: tocara.com.
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