Having transformed her family’s crystal business into a global fashion empire, Nadja Swarovski has turned her focus to British heritage label Really Wild – and she has grand plans
Words: Bridget Arsenault
For her second act, Nadja Swarovski has gone country. Having spent 26 years transforming her family’s Austrian crystal business into a $2 billion glitterverse – adorning Chanel and Dior and worn by the likes of Rihanna and Kim Kardashian – last year she bought a majority stake in the British heritage label Really Wild, with her husband. Launched in 2002 by Natalie Lake, a family friend of the Middletons (more later), the focus is on sustainability and design – waterproof wools, breathable cottons and finely spun tweeds.
“We don’t want to be trend driven. We are style driven,” says Nadja, who is both owner and chief creative officer. Really Wild, which has a sole store that straddles Belgravia’s Cliveden Place and Sloane Square (next to Colbert) is the opposite of fast fashion. “This is style you should keep,” says Nadja, who used to live in Eaton Terrace. “I think we all know those companies with huge logos that look ridiculous on people.
You might as well have a sticker on your forehead saying ‘fashion victim!’” Nadja speaks candidly and never shies away from a challenge. “When I started, Swarovski was really only known for its figurines,” she says. “And I would ask all these designers to come to the showroom to look at the crystals. I’d get these answers like,
‘No, why would I want to work with Swarovski who make the swan and the duck?’” As it turns out, responding to this criticism was simple. “I would always say, ‘But do you understand how hard it is to even make a crystal?’” says Nadja. “That’s what I learned from my personal interaction with A-list designers. You have to make them understand where things come from.” It worked and the industry started listening.
“We started to make specific crystals for major designers like [Giorgio] Armani, who, you know, was the king of fashion.” Together with Armani, Nadja designed a brilliant stone called the Diamond Leaf. “I was able to make it about the design and not about Swarovski. We were just the sparkling ingredient.” It’s this ethos of craftsmanship that drew Nadja to Really Wild, a brand better known for weekends spent shooting clays than Hollywood red carpets. But as Nadja explains, her takeover of the company speaks to a natural evolution. “Luxury means quality.
It means craftsmanship. The involvement of people who truly care about what it is they are making.” Turning Really Wild into a global brand requires a focus on the quality of fabric. “Some of the mills that we employ also are used by Chanel. So, it’s the same fabric, but the price point… You get a jacket from us for £500 and from Chanel, you get it for £8,000.” Supply chain and impact are also crucial. “There’s absolutely no excuse why any company should not be sustainable,” says Nadja.“That’s a matter of strategic will, of wanting to invest financially and taking the time.”
Its tweeds – shooting jackets, riding jackets, walking trousers – are designed for use; the opposite of throwaway fashion. “My daughters [Thalia and Jasmine, pictured] give me feedback,” says Nadja. “‘Mom. That’s boring.’ ‘OK, great. We’ll change it. Stay tuned.’” It’s also this authenticity that drew Nadja to her brand ambassadors: Maye Musk (Elon’s mother and a successful author and prominent spokesperson against domestic violence) and the glamorous Spencer twins Lady Amelia and Lady Eliza (nieces of the late Princess Diana). “Maye and the twins show that [Really Wild] is generational. I’m trying to think outside of the paradigm of the fashion industry.
They really are people, you know what I mean? They’re not just supermodels. We’re not here to intimidate our customers. We want to give them people to aspire to.” Catherine, Princess of Wales, is a prime example. “We have a form-fitting piece called the Kate coat, named after our dear beloved Kate,” says Nadja. “Kate worked at Really Wild. And we still see photos.” (Including a recent cover of Hello magazine sporting the Lindsay baker boy cap.) Under Nadja’s direction, the brand is converting and attracting a new wave of fans. An increased awareness means more footfall – it is currently looking for a second bricks-and-mortar site beyond its current Sloane Square address – and it is considering an expansion into the men’s market too.
To date, Really Wild has only offered women’s collections. “We have these couples coming to our store and the men are like, ‘Where’s this, where’s that, where are the men’s jackets?’” Then an appearance by Duran Duran’s lead singer really gave Nadja pause for thought. “Simon Le Bon stormed into the store and said, ‘Where are the men’s shirts?!’” Creating a brand that is both “hardcore country” and “hardcore city” is no easy task but Nadja has grand plans. “We want to be elevated,” she says. “We want to be up there with Hermès.”
Image credits – Andy Taylor
