Montreal-based Tocara Group is expanding its footprint with the acquisition of Touchstone Crystal, Swarovski’s U.S.-based direct-selling division, in a deal that marks a strategic realignment within its portfolio.

Tocara, which has spent nearly two decades building a network of brand partners across Canada and parts of the U.S., will integrate Touchstone Crystal’s established American customer base with its own direct-selling infrastructure and product development expertise. The move positions Tocara to expand its footprint south of the border while enhancing its offering in the accessible luxury segment.

“We are thrilled to welcome Touchstone Crystal into the Tocara family,” says Randall Markus, founder and CEO of Tocara. “This partnership builds on Touchstone Crystal’s strong heritage and loyal U.S. customer base, while combining it with Tocara’s 40-plus years of jewellery expertise and modern direct-selling strategies.”

For Swarovski, the divestment reflects a sharpened focus on core brand priorities. Kolja Kiofsky, chief commercial officer, noted the transition supports the company’s broader portfolio strategy while ensuring continuity for the Touchstone business under a specialized direct-selling operator. He added, “This step supports Swarovski’s continued focus and reinforces our core areas of strength.”