A significant player in the return of the gem-cut choker is Swarovski. The Austrian glass company which, until recently, has been more synonymous with tacky, clear candle stick holders and the crystal-filled staircases of naff cruise ships than anything more desirable, is currently enjoying a comeback. Under the creative direction of fashion stylist Giovanna Engelbert, global creative director as of 2020, the label has entered a light-hearted, electric-hued era with a sleek, green Oxford Street flagship and Bella Hadid as a poster girl.