Swarovski and Tocara Group announced Tocara Group’s acquisition of Touchstone Crystal, the U.S.-based direct-selling arm of Swarovski.
Headquartered in Montreal, Tocara has built a loyal network of brand partners across Canada and parts of the U.S. over the past 18 years. The company focuses on creating quality jewelry that is both timeless and trend-relevant, positioning Tocara as a premium brand.
“We are thrilled to welcome Touchstone Crystal into the Tocara family,” said Randall Markus, Founder & CEO of Tocara. “This partnership builds on Touchstone Crystal’s strong heritage and loyal U.S. customer base, while combining it with Tocara’s 40-plus years of jewelry expertise and modern direct-selling strategies. Together, we see significant opportunity to expand the offering and deliver even greater value for brand partners and customers in the years ahead.”
“As Swarovski continues to enhance focus within its portfolio and brand strategy, we have taken the decision to transition Touchstone Crystal to the Tocara Group, a direct selling company specializing in jewelry and accessories. This step supports Swarovski’s continued focus and reinforces our core areas of strength.” — Kolja Kiofsky, Swarovski Chief Commercial Officer.
This move fuses Touchstone Crystal’s U.S. momentum and iconic sparkle with Tocara’s jewelry know-how, delivering a bolder lineup and bright future.