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Latinas in business, Fashion, jewelry, Touchstone Crystal, Swarovski, Head of Latina Development, Graciela Balmori

Touchstone Crystal Names Graciela Balmori Head of Latina Development

by Deborah Cruz

As a woman who loves fashion, one of my favorite things is jewelry. While clothes allow me to express my personality, beautiful accessories have always had a special place in my heart because no matter what my weight or circumstances, accessories always fit and make me feel beautiful.  Ladies, I know you get this.

I was introduced to Touchstone Crystal by Swarovski a few years ago and it quickly became one of my favorite everyday jewelry brands. I love versatile, high-quality pieces that I can wear on different occasions depending on my mood. I really appreciate that the pieces look beautiful and wear time and time again without losing their luster yet are affordable.

Fashion, jewelry, Touchstone Crystal, Swarovski, Head of Latina Development, Graciela Balmori

Disclosure: I was provided Touchstone Crystal products by Swarovski Crystal for review purposes but all opinions and love of the Touchstone Brand are my own.

READ ALSO: Every Woman Deserves Sparkle in Her Life

Some exciting things are happening over at Touchstone Crystal. Touchstone just named Graciela Balmori Head of Latina Development as part of an effort to more personally cater to it’s Latina customers. I had the pleasure of interviewing Ms. Balmori and getting the scoop on what her plans are for developing that initiative.

Fashion, jewelry, Touchstone Crystal, Swarovski, Head of Latina Development, Graciela Balmori

Q: As a Latina woman myself, I know we like our fashion and accessories, how will Touchstone market to Latinas differently than the general market? What steps will be taken to personalize the advertisement experience for the Latina market? Women of color models?


Touchstone Crystal is part of the 120-year legendary, trusted Swarovski family of brands (www.touchstonecrystal.com).  Over the past seven years, TC has experienced fantastic success and growth so it’s very exciting for me to join the company right now.   In fact, we are the fastest growing division in Swarovski—over the last two years our sales have more than doubled! Swarovski has a rich heritage of craftsmanship, design and crystal innovation and the brand is a regular on the red carpet.  Swarovski also collaborates with the world’s most famous fashion houses and brands.

Through my role as Head of Latina Market Development at TCS I’m introducing the brand for the very first time to many Latinas and I know they will feel embraced by our thriving community of empowered women and our supportive team.  At Touchstone Crystal by Swarovski we have two offerings:   1) Our exclusively designed jewelry product line and 2) Our unique, rewarding (and proven) home-based business opportunity.

When I explored my new career opportunities with Touchstone Crystal by Swarovski, I instantly learned that TCS is built upon the same driving forces valued in the Latino sector:  1.  On-trend product   2.  Growth potential and 3. Entrepreneurial spirit.  The more I learned about how in line TCS is with Latinas, the more I felt like it was love at first sight! Our Integrated Marketing Strategy (an intentional decision not to run a separate Latina Division) has us all working in unison to support the success of every woman.

Debi, I’m glad you asked about advertising because TCS has already been featuring multicultural models in our catalogs and brand imagery.   After I joined the team, we discussed incorporating more family imagery: a daughter placing a Touchstone Crystal necklace on her mother for the first time or a young man buying jewelry for his grandmother, girlfriend, mom — or all three! We want our ads to resonate passionately with consumers because they portray the values of our Latina market while also strongly reflecting mainstream trends, too.

Q: How will you appeal to the Latino narrative?


Latino business entrepreneurs tend to see their business as an extension of themselves. As you know Debi, as Latina women we care deeply about our families and our communities. I have met thousands of Latino entrepreneurs and read lots of research and what I have found is that there are common reasons for why Latinos start their own businesses such as the desire to provide a better future for their family, to purchase a home, to offer a better education to their children and to elevate their entire family’s financial status.

I feel very strongly about the Touchstone Crystal by Swarovski business opportunity because I know first-hand the impact it is having for real people – real women I have met or connected with online. We are already incorporating the personal success stories of Latina Consultants through our marketing materials and on social media. The real life narratives of our Latina Consultants are filled with success on so many levels for many reasons:  quality, price, ease of business, plus support and community.  Not to mention Latina women love our sparkle and style!

Fashion, jewelry, Touchstone Crystal, Swarovski, Head of Latina Development, Graciela Balmori

Here is a recent success story from one of our Latina Consultants:

“The best thing about this business is helping to empower women to have the confidence to pursue their dreams – big or small, whatever they may be– through my Touchstone Crystal business. I’ve rediscovered the leadership skills that I put aside while raising my family, plus my passion for helping other women and the confidence needed to run my own business.  My biggest joy is watching my two sisters, Laura and Imelda, grow in this business.  They both joined TCS a month after I did and I’ve seen wonderful changes in their incomes and their happiness! For us as sisters it’s been so much fun doing this business together. We talk on the phone every day, help each other set up events, and share business ideas.  Of course the ,icing on the cake is we get paid for sharing jewelry that we love! Touchstone Crystal truly supports us – and they are committed to our growth and success. I’m proud to share it with Latina women.”
– Martha, Touchstone Crystal Business Leader


Q: Will there be a new line or different pieces made to reflect the Latino spirit and the colorful culture?

Fashion, jewelry, Touchstone Crystal, Swarovski, Head of Latina Development, Graciela BalmoriAnswer:

Our jewelry designs are inspired by Swarovski’s trend experts.  They explore the globe for style trends regularly. Swarovski creates new crystal colors and innovations each season and Touchstone Crystal is lucky enough to have access to this world-class expertise.  We are always listening to product feedback from our customers and consultants and we continually launch new pieces year-round…so the answer is stay tuned!

Q: How will you cater to the Latino market? What will you do to make Touchstone the go-to product for Latinos?


Our goal is to make TCS the go-to opportunity for Latina women looking to start a business because we offer a fantastic income opportunity, wonderful flexibility with a great line of quality jewelry, and a business strategy supporting expansion into the Latina market.  We are welcoming Latina women all over the US to the TCS team every day.  As they say, actions speak louder than words and TCS is committed and passionate about this!   Your readers can find out more on our website.  https://touchstonecrystal.com/regional/our-opportunity-rewards

You and I both know that with a purchasing power of about 2.13 Trillion, according to The Latino Donor Collaborative, if Latinos were categorized as a stand-alone country they would be the ranked as the 7th largest country in the world by GDP, making us even bigger than other countries like India and Brazil!  Wow, right?  And Touchstone Crystal wants to give pathways to success to our community.

The beauty of starting as a Touchstone Crystal Consultant is the simple business model, a minimal financial commitment of just $139, and the heritage and credibility come with being a Swarovski company.

Swarovski is also investing in new technology to make our entire business completely mobile in every respect. We know this is extremely important to our demographic – according to Nielsen, “nearly 3 out 4 Latinos own smartphones (72%), close to 10% higher than the average in the U.S.”

Owning your own time, having the freedom and flexibility to work around the things that matter the most to you like: family events, school activities, meal times, charities, vacation time, all while having a lucrative business is priceless.  This is why I joined TCS and why I know my Latina sisters will, too!

Fashion, jewelry, Touchstone Crystal, Swarovski, Head of Latina Development, Graciela Balmori

Q: What is your goal for Touchstone and the Latino market?


At Touchstone Crystal by Swarovski we believe all women deserve to shine every single day. Our goal is to share our beautiful, affordable jewelry and offer our proven business opportunity to the entire Latina Community in the US.  We feel confident that by making Latinas feel valued and supported we will help more women accomplish their personal and professional goals.

Currently, we’re expanding in all regions and offering new Consultants training and mentorship opportunities.

Since I was raised by a mother with a home-based business career, nothing makes me happier than to pay it forward via my new role at Touchstone Crystal and to help other women achieve their dreams with our unparalleled opportunity.  My mother came to this country from Mexico as a newlywed, pregnant with her first child, with nothing but a small suitcase in hand. She was offered the opportunity to own her own direct-sales business and it changed the course of our lives – affording college educations for all of her children, several homes, nice cars, and a very comfortable lifestyle.   As a result of my Mom’s perseverance, she taught me to dream big, too.

I feel so grateful that Touchstone Crystal by Swarovski is allowing me to offer women the same kind of opportunity so that I can help other women and their families– just like my Mother did.

As the daughter of an immigrant myself, I can relate to a lot of Ms. Balmori’s story. And as a mother who works from home, I know how important it is to have the option to be there for your children and help provide financially, as well. I was raised that where there was a will, there is always a way. Aside from just being a company that provides beautiful pieces for women, Touchstone Crystal by Swarovski is the way for many women to pursue their will regardless of race, religion or circumstances. Touchstone Crystal is giving all women an equal opportunity.

Fashion, jewelry, Touchstone Crystal, Swarovski, Head of Latina Development, Graciela Balmori

Thank you Graciela for sharing your story with us and I’m looking forward to seeing all the great things to come at Touchstone Crystal by Swarovski.

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Alishba 2018/09/24 - 8:44 am


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Deborah Cruz 2018/10/22 - 7:23 pm

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