Luxury, legacy, and generosity – three words that define Nadja Swarovski. As a descendant of the legendary family behind the glimmering Swarovski brand, her name instantly evokes images of glamour and brilliance. But beyond the sparkle lies a deeper mission – one rooted in compassion and service to others. Just as her great-great-grandfather Daniel Swarovski believed that true progress comes from lifting others alongside yourself, Nadja has carried that legacy forward with modern purpose.
In 2013, she founded the Swarovski Foundation, an organization dedicated to fostering sustainable livelihoods through education and creative empowerment. Its initiatives focus on equality, access to clean water, and artistic innovation, touching over two million lives across 93 countries. Though Nadja stepped away from the family business in 2021 after an impressive 26-year tenure, she continues to pour her energy into purpose-driven projects that reflect the same values that built the Swarovski name. During her years with the company, she launched the celebrated Atelier Swarovski Fine Jewellery line, collaborating with icons such as Karl Lagerfeld, Alexander McQueen, and Jean Paul Gaultier. And even now, her commitment to meaningful impact burns brightly.
Nadja describes the Foundation as the natural continuation of her family’s vision. “It’s in our DNA,” she explains. “I simply gave it structure. I've always taken immense pride in what my ancestors created – not just a brand, but a way of thinking that empowers others.” Her great-great-grandfather was well ahead of his time in corporate responsibility: he provided his workers with a canteen, housing, medical services, and even clubs for music and football. Unusually for that era, he introduced a bonus policy that effectively gave employees a 13th month’s salary. When the Austrian government attempted to nationalize private companies after World War II, Swarovski remained untouched—largely because of these generous employee benefits. It’s a powerful reminder that treating people well can literally safeguard an entire legacy.
Now based in London, Nadja and her husband, hedge fund manager Rupert Adams, have raised three children—Rigby, 21, Thalia, 19, and Jasmine, 17. She has made philanthropy a family value, explaining that her children each contribute their own funds to causes close to their hearts. “I’ve always believed in tithing—donating 10 percent of one’s income to support the community,” she says. “Everyone, no matter how small their means, has the power to make a difference.”
With her two eldest now at university and the youngest at boarding school, Nadja admits to feeling the emptiness that comes when children fly the nest. Yet she remains deeply engaged in business and philanthropy. Still a shareholder in Swarovski, she and Rupert co-founded Pegasus Private Capital—a fund focused on sustainable ventures and female-led enterprises in technology, art, and craftsmanship. Among its investments is the British heritage brand Really Wild Clothing, known for its refined country-chic aesthetic and support for traditional Scottish artisans who produce fine wool, tweed, and cashmere. Notably, the Princess of Wales counts herself among its fans.
“I think the fashion industry is still playing catch-up when it comes to sustainability,” Nadja says. “Many brands haven’t changed because, frankly, they don’t have to yet. But I question that. Do we truly need four seasonal collections every year? Isn’t it troubling that so many clothes are made so cheaply you can only wear them once?” These are challenging questions, but perhaps ones the industry can no longer afford to ignore.
Her passion for transformation goes well beyond fashion. Nadja supports multiple global causes, including Women for Women International—a charity helping female survivors of conflict and war rebuild their lives. As an ambassador, she advocates for giving women the tools to regain independence and stability. She also serves as a trustee of the Pacific Whale Fund, located in Maui, Hawaii, which collaborates with indigenous communities to protect marine life.
Through every endeavor—whether in business, design, or charity—Nadja Swarovski strives to make the world a more compassionate and sustainable place. Her actions mirror her family's enduring philosophy: success is most meaningful when it benefits others.
And this is where the story gets interesting: Can modern luxury truly balance profit with purpose? Nadja believes it can—and must. But what do you think? Should brands be expected to take moral responsibility for the people and planet that sustain them? Share your thoughts in the comments below.
