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5. Solely use Swarovski brand as an adjective


Properly use the Swarovski® trademark as an adjective.

A trademark functions as an adjective and must be used as such. Accordingly, do not use it as a noun, and do not make it plural or possessive.

Always use the Swarovski trademark as an adjective followed by the appropriate generic noun for the product or product category.

Correct Use:

  • Our handbags are encrusted with glittering crystals from Swarovski®/Swarovski® crystals.

  • Swarovski® beads allow you to design your own personal jewelry creations.

  • Swarovski® chatons and flatbacks can be used in a number of applications.

  • The sparkle of crystals from Swarovski®/Swarovski® crystals is unparalleled.

Incorrect Use:

  • Our handbags are encrusted with glittering Swarovskis.

  • Sewing on a Swarovski is easy.

  • A Swarovski’s sparkle is unparalleled.

A possibility of correct wording and word order is

  • “CUSTOMER BRAND” “product type” embellished with crystals from Swarovski®

  • E.g.: CUSTOMER BRAND bracelet embellished with crystals from Swarovski®

  • E.g.: A dazzling CUSTOMER BRAND silver bracelet embellished with aquamarine crystals from Swarovski®

Examples for wording alternatives:

  • …embellished with crystals from Swarovski® / embellished with Swarovski® crystals

  • …dazzling with crystals from Swarovski® / dazzling with Swarovski® crystals

  • …adorned with crystals from Swarovski® / adorned with Swarovski® crystals

  • …decorated with crystals from Swarovski® / decorated with Swarovski® crystals

  • …enriched with crystals from Swarovski® / enriched with Swarovski® crystals

  • …created with crystals from Swarovski® / created with Swarovski® crystals