Swarovski promotes Jeffries to UK and Ireland GM

Jewellery giant Swarovski has promoted Samantha Jeffries to UK and Ireland general manager, elevated after having been a key member of the team for over 10 years, it said. 

Jeffries originally joined as London district manager and has since led both retail and wholesale channels, “building the brand experience in the UK and Ireland, and gaining essential knowledge that she will carry forward into her new role”.

Swarovski added: “Taking on responsibilities as both a store manager and channel lead, Samantha understands the importance of curating the customer experience and catering to individual needs. 

“She has developed a strong leadership style that nurtures a culture of empowerment for every member of her team. Her appointment marks an exciting step forward for Swarovski’s strategic goals, with the aim of expanding the brand’s Pop Luxury positioning in the UK and Ireland, deepening customer connection and supporting the brand’s continued elevation in the market.”

Jeffries called her new role an “incredible opportunity to lead Swarovski UKI into its next era of growth, driving brand elevation and transformation. Swarovski’s rich heritage and exceptional savoir-faire gives the House a unique position within the jewellery and fashion industry that makes being part of it an incredible experience”.