Swarovski Hires Top North American Exec

Crystal and jewelry manufacturer/retailer Swarovski (Männedorf, Switzerland) has hired Sindhu Culas as President, General Manager its North America unit. Based in New York, Culas will be responsible for maximizing the Swarovski physical and digital presence in the U.S., the company said in a news release.

Culas has more than 25 years of experience across omni‑channel retail and institutional investment management within the consumer sector. She began her career as a buyer and planner at Macy’s, Talbots, and Lord & Taylor before rising through roles in strategy and brand management at Macy’s. She later served as Senior Vendor Manager at Amazon and as SVP of E‑commerce and Strategy for Calvin Klein. Most recently, she was CEO of denim brand G‑Star in North America.

“With Sindhu guiding our next chapter in North America, we are looking ahead to an exciting future filled with creativity, operational excellence and meaningful growth under our LUXignite strategy,” said Kolja Kiofsky, Swarovski’s Chief Commercial Officer.

Said Culas: “Watching Swarovski’s brand repositioning and momentum in recent years has been inspiring. I’m excited to join this exceptional team, collaborate across the business, and help strengthen our position while accelerating growth throughout North America. It’s a remarkable moment for the brand, and I’m thrilled to contribute to the journey ahead.”

Founded in 1895 in Austria, the company designs, manufactures and sells crystals, created diamonds and zirconia, jewelry and accessories, as well as home décor and crystals for the automotive sector. The company’s crystal business is represented in more than 140 countries worldwide with 2300 Swarovski boutiques – including about 260 in North America – complemented by several multibrand partners.