Silver screen gems

In fashion, the Austrian crystal maker not only sponsors leadership events but also oversees established and emerging talent awards and design competitions.

When asked what business a fashion-centric company has jumping into arguably one of the most alluring and lucrative, yet impenetrable, industries around, Swarovski pauses.

"In terms of the film industry, we've always been an integral part of it since the emergence of the silver screen," she says matter-of-factly.

"Since the beginning, anything that was meant to be a diamond was nothing but a Swarovski crystal, whether it was the tiara that Audrey Hepburn wore in Breakfast at Tiffany's or the slippers in The Wizard of Oz or Marilyn Monroe's (screen) jewelry."

While this has lent itself to the Swarovski brand influencing costume and set design in films, it has not yet translated to impacting the casting or plot of a film - until now.

With its first project, a remake of Romeo and Juliet directed by Carlo Carlei and starring Hailee Steinfeld, Douglas Booth and a host of well-known actors, Swarovski is facing its first test as a veritable Hollywood player.

The film, which will be released in the United States on Oct 11, is a $17 million project. Nadja Swarovski cast it with the help of her vast Rolodex and her co-producer, Ileen Maisel, who knows her way around a studio lot.

For the film, the duo pulled in co-producer Milena Canonero, who consulted on costume design, as well as James Horner for musical direction.

Still, despite her own strong connections in the arts, Swarovski admits to having felt a bit uneasy hobnobbing in Hollywood.

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