The Many Facets of Preciosa: Interview with Eva Švihovská, CMO

You’ve been with Preciosa for nearly ten years. Can you start by telling us a bit about your role and how you got here?

EŠ: Of course. I actually started in sales, which taught me a lot about what customers truly need and how they work. In 2019 I was offered the position of Head of Marketing, which was a significant shift, especially without prior marketing experience, but I trusted the team around me and believed in the value of listening and learning quickly. It was challenging, but deeply rewarding, and it gave me a broader, more strategic understanding of the business. Last year I stepped into the CMO role, where I now oversee the Product, Brand & Communications and Design teams, as well as our China-based marketing team. Together, we’re shaping not just what we produce, but how we present ourselves and support our partners.

Preciosa is undergoing a transformation. What is driving that shift?

EŠ: Two things, really. Internally, we’re modernizing, which translates to automating more processes, bringing in digital tools, and using new technologies so we can work smarter and prepare for long-term growth. Externally, the market is changing fast. Customers expect quicker turnaround, clearer value, and more intuitive solutions. Many want to work with crystal even if they’ve never touched it before, which means we have to make the entire process of incorporating our product easier from the start. To respond properly, we needed a very honest look at our assortment—what still brings value, what no longer does, and what customers simply don’t need anymore. The portfolio adjustments were just one visible part of a much bigger shift in mindset.

Where is product development creating the strongest added value today?

EŠ: A major focus is on eco-friendly glass compositions, expanding our portfolio of shapes, and developing application solutions. We want to innovate in areas that aren’t easy, and where real technical expertise matters. Our Eco-Conscious Colors are a good example. From a chemical-technological perspective, they’re demanding, and only a few companies can produce certain shades. In some cases, Preciosa is the only one. That’s exactly the type of uniqueness we want to build on.

Are there other areas where Preciosa stands out?

EŠ: Definitely. Many of our cuts—like our signature Chaton Rose MAXIMA—are unique to Preciosa and demonstrate how our heritage and technical mastery continue to push the boundaries of glassmaking. It’s not just about colors or cuts, though. Semi-finished products, applications, and customizable trims and embellishments are another area where we offer something truly special. Our snag-free Bezelchain, for example, has generated a lot of excitement, and we’re planning to expand this assortment with two new sizes this year.

What broader market shifts are shaping how you operate today?

EŠ: Across fashion, electronics, luxury—really everywhere—brands are under pressure to justify their price point. Consumers want to know why something costs what it does and where it came from. This is where we can genuinely help. Our crystals are responsibly produced, traceable, and backed by craftsmanship and expertise. They come with stories—heritage, origin, creative potential—that our partners can build into their own communication. We don’t just sell crystals. We help articulate the value behind them.

Sustainability is becoming standard across industries. How does it apply to crystal production?

EŠ: Certifications like RoHS or Oeko-Tex are no longer merely “nice to have.” These days, customers assume you meet them. So, we have to look beyond compliance. Sustainability should be visible in the product itself. Everything from our production practices to our work on glass compositions is part of this evolution. We want to offer responsible options that still meet the highest standards of brilliance and quality. For us, sustainability isn’t about ticking boxes; it’s about redefining what responsible crystal can be.

Preciosa is predominantly a B2B company. What does being a strategic B2B partner mean to you?
EŠ: It means being more than just a supplier. Our goal is to support customers at every step—from design support and testing to setting application parameters, project development, customization, and even application itself when needed. We also collaborate with brands on joint communication and ingredient branding, helping them articulate the story, origin, and value of the crystal they use. In some cases, we even become part of their brand narrative. Ultimately, partnership means building value together. Strengthening our brand, yes, but also strengthening theirs.

How do different market segments influence your work?

EŠ: Segmentation is essential. Each region and industry has its own needs—technical, aesthetic, regulatory. Understanding that lets us tailor both our offer and the communication behind it. There’s no single “global” solution. Relevance requires specificity.

Transformation requires strong teams. How is yours structured to support these ambitions?

EŠ: I’m extremely proud of the team, and our structure mirrors our priorities. The Product Team looks after the health of the portfolio and drives our innovation pipeline, ensuring we focus on what truly brings value. The Brand & Communications Team translates that value into clear, meaningful stories and customer-facing tools, shaping how we present ourselves and how we support our partners. And our Design Team provides the visual and executional support that brings our campaigns and materials to life. Together, these teams form the backbone of our transformation, and none of what we’re working toward would be possible without them.

Do you have a personal favorite among Preciosa’s innovations?

EŠ: I do. My favorite color is red, so our eco-conscious innovations like Red Velvet and the Vivid Siam are close to my heart. They’re bold, technically challenging, and very “us.” If I had to choose just one, it would be Vivid—it captures exactly where we are today.

And, finally, what do you enjoy most about your work?

EŠ: The people, without question. I get to meet an incredible range of personalities, from very analytical, business-driven teams to deeply creative designers. One day I’m discussing performance marketing with our colleagues in China, the next I’m talking design direction with partners in the Middle East, Europe, or the U.S. That mix of cultures, viewpoints, and motivations keeps the work exciting. It’s what makes my role meaningful and inspiring.