From Revamping Swarovski to Dressing Kate Middleton: The Journey of Nadja Swarovski

In a discreet home nestled on a low-key terrace, Nadja Swarovski has found herself momentarily distracted. Initially engaged in a discussion about her recent acquisition of a small British fashion label named Really Wild, she now reflects on her pet Pomeranian, Truffle, who seems a bit upset. The fluffy caramel-colored dog had a distressing encounter with a larger Alsatian. In contrast, her other Pomeranian, Tofu, exudes joy. “Tofu is my little Hermes,” Swarovski shares, holding Tofu close, “always by my side.”

As she resettles on her blue velvet sofa, adorned with a striking portrait of Queen Elizabeth by Chris Levine, Swarovski switches back to her core interests: sustainability in fashion and quality craftsmanship. She expresses her belief in the potential for profit in the apparel sector, while championing a shift in the industry.

“I’m not entirely certain if I can turn a profit, but I see Really Wild as a significant chance to showcase sustainable branding,” she notes. “I believe the fashion industry’s existing model is flawed. We don’t require multiple seasons or collections each year. Investing in enduring quality is far more advantageous. When you discover a piece that suits you well, it deserves to be cherished.”

This approach brings to mind an influential figure who consistently embodies style and elegance: the Princess of Wales. Flashback to 2004 when a young Kate Middleton, emerging as Prince William’s girlfriend, was photographed during the Game Fair at Blenheim Palace. Sporting a chic ensemble from Really Wild—a brand just gaining traction—Middleton casually posed on a shooting stool in a youthful short skirt, supporting a collection that included a memorable white T-shirt emblazoned with ‘WILD THING’.

“I’m not sure whether Kate knew her husband then,” Swarovski muses, recalling that Middleton might have even worked with the brand during its early days. “Regardless, her presence greatly highlights the importance of endorsement.”

Fast forward two decades, and the Princess continues to wear Really Wild garments, now under the watchful eye of palace protocol.

“We’ve been in communication,” Swarovski acknowledges about the past year since she became the majority owner of Really Wild. “They expressed interest in confirming our commitment to collaborating with British manufacturers. It’s a valid concern, as we aim to honor British craftsmanship. All our materials are sourced from Scotland, and I am keen on investing in brands rooted in creativity, as supporting craftsmanship equates to supporting cultural heritage.”

Determined to expand Really Wild into a global lifestyle brand, Swarovski is not keen on becoming the public face often necessary for such enterprises—think Gwyneth Paltrow or Aerin Lauder. Despite her polished appearance and shared attributes with them, she prefers to remain behind the scenes. Perhaps the Princess of Wales might be willing to step into that role?

“That would be wonderful! Could you arrange that? The current generation of royals has grasped the significance of brand endorsements—a concept not thoroughly considered in past generations. For instance, I know Linda Bennett crafted shoes for Queen Elizabeth; that was a direct deal without the fanfare.”

At 55, Swarovski is embracing a new chapter in her professional life. She stepped away from her family’s crystal business four years ago, a choice she describes as an unexpected but intriguing opportunity to forge her own path.

Having been involved with Swarovski since 1995, her role once raised eyebrows within the family, given that no other relatives were part of the business at that time. “There was perhaps a belief that women weren’t expected to work, especially in senior positions,” she explains. “But I eventually joined the board in 2011, playing a pivotal role in transforming the company’s reputation.”

Throughout her tenure, Swarovski initiated groundbreaking partnerships with talents ranging from Alexander McQueen to famed architects Zaha Hadid and Ron Arad. She recalls that Arad initially dismissed the collaboration, questioning why he would work with a brand known for ‘swans and ducks.’ Yet, he ultimately crafted a remarkable chandelier while McQueen integrated Swarovski crystals into a myriad of designs, including footwear and clothing—a turning point that altered her wardrobe aesthetics significantly.

Swarovski’s current venture, a firm created alongside her husband Rupert Adams, is dedicated to investing in brands that prioritize craftsmanship and sustainability. She stresses the importance of human artistry in a digital age where machines increasingly dominate. “Supporting craftsmanship is a means of preserving our cultural heritage,” she asserts, while also recognizing the necessity for commercial success.

She perceives that Really Wild lost direction over the years, and envisions its resurgence with clothing designed for both countryside adventures and urban life. “We want to embody ‘hardcore country,’ whatever that entails, alongside ‘hardcore city.’ The pandemic shifted people’s appreciation towards nature, and a blend of city-and-country lifestyle is becoming apparent.”

With America as her second largest market, Swarovski recently hosted an event in Palm Beach, strategically introducing the brand to affluent residents (excluding the Trumps, whom she doesn’t personally know). Although tariffs pose challenges for British brands entering the American market, she remains optimistic about the situation, recalling a conversation during her January visit to Scottish mills: the industry would remain viable since Trump appreciates his Scottish golf properties. Ever the astute businesswoman, she jestingly mentioned she’d be happy to sell him a cashmere sweater for his golfing needs.

Recognized for her acumen, Swarovski was amongst the first investors to spot talent in notable designers such as Erdem, Mary Katrantzou, Christopher Kane, and Giles Deacon, and her involvement with Really Wild follows naturally. With founder Natalie Lake transitioning out last year, a new designer has taken charge, though Swarovski meticulously supervises the creative process. Originally, she aimed to create more feminine interpretations of her favorite pieces sourced from Purdey and Holland & Holland—a concept echoed in Jade Holland Cooper’s similar offerings that focus on British heritage.

“I view Holland Cooper not as competition, but as having a different ethos; my vision diverges significantly, evident in the absence of large gold buttons in my designs,” she comments, adjusting the small tortoiseshell buttons on her sophisticated cream safari jacket. “The product should always take center stage.”

Having been raised primarily in Austria alongside her sister Vanessa, Swarovski pursued higher education in the U.S., spending her twenties oscillating between New York and London, immersing herself in both the art and fashion industries, including a stint with Missoni. In 2002, she married financier Rupert Adams and made London home. When she was pregnant in 2005, she experienced a traumatic burglary in their Cadogan Square residence; since then, she’s also faced unsettling encounters like having her watch stolen while out. Although she has previously mentioned feeling uneasy in London, her sentiments have softened recently. She cherishes the capital’s cultural vitality. “Having just spent time in Florida—quick!” she interjects with an amused gasp, “take me back to London!”

“I believe one feels a sense of safety here,” she remarks, turning her engagement ring to keep the impressive canary diamond hidden from view. With three children—Jasmine, 17, Thalia, 19, and Rigby, 20—she shares a home filled with luxury touches like scented candles and exceptional art pieces by renowned artists such as Nick Knight and Marc Quinn. Soon, like Michelle Obama, she will face the transition to having none of her children at home, yet she remains unfazed by the prospect. “We communicate; we FaceTime. Traveling is convenient. Remember the days when you wrote letters when you traveled? People would cry when saying goodbye. Now it’s just ‘See you later.’”

With the need to travel to Swarovski’s headquarters in Austria behind her, there’s talk of potentially relocating to the U.S., but the specific destination remains undecided. In her past, she envisioned a picturesque ranch in Santa Barbara, drawn to the scenic avocado orchards; however, that dream has shifted. “Santa Barbara is crowded now. It’s over. It used to be an undiscovered gem, but I need to seek out a new hidden paradise.”

For now, however, her focus is on productive meetings, school engagements, and revitalizing her fashion brand. Although she doesn’t need to work, she sees value in being active. A subtle smile plays on her lips as she adjusts her jacket, shrugging lightly. “Yes,” she says, “but that would simply be dull.”

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