Jewelry brand Swarovski has named Sindhu Culas as president, GM North America, marking a change in regional leadership. 

Culas will be based in New York City and will oversee the brand’s in-store and online presence, as well as overall brand affinity in the country. 

With over 25 years of experience, she has spent her career across omnichannel retail and managing institutional investment in the consumer sector.

She joined the role from G-Star, where she was CEO of North America. Before that, she was senior vendor manager at Amazon and as SVP of e-commerce and strategy at Calvin Klein. After starting her career as a buyer and planner at Macy’s, Talbots, and Lord & Taylor, she advanced into roles in strategy and brand management at Macy’s. 

“With Sindhu guiding our next chapter in North America, we are looking ahead to an exciting future filled with creativity, operational excellence, and meaningful growth under our Lux ignite strategy,” said Kolja Kiofsky, CCO of Swarovski.

Last year, Swarovski reported annual sales growth reflecting that its turnaround was in full motion.