There is some genuinely exciting news in the crystal world, and we couldn't wait to share it with our community. Swarovski® Crystals are once again available under their official name to independent crafters, hobbyists, and jewelry makers everywhere, and that means some important changes are coming to Eureka Crystal Beads. 

Here’s the Story

In 2021, changes to how Swarovski distributed their components meant that, if we wanted to continue offering top-tier crystals to beaders who trusted us to deliver the quality, we could only carry them under our own brand name—which is how ELITE Eureka Crystal came to be. The crystals themselves were the same as always: genuine, Austrian-made, precision-cut sparkly marvels. Now that those distribution changes have been lifted, we're happy to give them their name back.

If you've been buying ELITE Eureka Crystal components from us, you've been buying Swarovski all along—and we're glad you loved them.  

What exactly does this mean for you? 

For Those Who Never Stopped Loving Swarovski

Your favorite crystals never disappeared. They were always there, sparkling away under a different brand name. Now, we get to once again call them the name everyone will recognize—Swarovski—and we are glad the original inspiration for the “Crystal” in “Eureka Crystal Beads” can be a part of our offer again. 

For Those Who Are Less Than Thrilled 

We hear you, and we understand. When Swarovski withdrew from the DIY market in 2021, we were taken aback, too. The word "Crystal" in Eureka Crystal Beads was always inspired by the unparalleled sparkle of Austrian crystal; we started out as, and remain, THE crystal bead store. And we were determined to keep delivering the best crystals to our community. 

If Swarovski's return doesn't feel like cause for celebration to you, that is completely valid, and we're happy to say you have excellent options. Our Krakovski Crystal range, which we built from the ground up as an exceptional quality alternative, has become a genuine success story in its own right, and we're proud to be the only place you can get them. We are happy to tell you we’ll continue to offer and expand the Krakovski range. PRECIOSA, another storied European crystal manufacturer with decades of tradition, is also available in our store. The sparkle is there, and the choice is yours! 

For Those Who Are Hearing This for the First Time 

If the news that ELITE Eureka Crystal was Swarovski all along caught you by surprise, we want to say this clearly: your trust was always well placed. Our mission has never wavered: to deliver top-tier crystals to beaders and crafters. And we are so grateful for your love for ELITE Eureka Crystal over the years. You recognized quality when you saw it, and that means everything to us. 

For Those Who Already Knew 

We see you, and we’re not even a little bit surprised. You know your crystals, and we congratulate you on recognizing quality when you see it!

What Happens Now 

Over the next few days, we will be updating the product names of our entire ELITE Eureka Crystal product range to Swarovski. All your favorite stones, beads, and components will still be there—same products, same quality, same love and sparkle—just back under the name everyone will know.

We apologize for any inconvenience during this transition period, and ask for a little patience as we work through the shift. If anything seems out of place or hard to find in the meantime, our customer service team is always happy to help.

We are so excited to bring back the brand name that was part of the original inspiration for Eureka Crystal Beads all those years ago. This feels like a full circle moment for us, and we hope it feels that way for you too. 

Stay tuned—and if you haven't already, sign up for our newsletter to be the first to know about any changes or updates.