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Crystal Craze

Explore the story behind Bluestreak Crystals: the provider of the premium nail art embellishments that feature on this month’s stunning Scratch covers

In the world of crystals, where beauty meets precision, Bluestreak Crystals has emerged as a global leader in the supply of high-quality gems to a diverse range of industries. From luxury nail art to fashion, jewellery and interior design, the brand has set itself apart with its relentless commitment to excellence and passion for perfection. What started as a family-driven venture is now an international powerhouse – yet the team maintains the values that made the company dazzle from the offset.

The family behind Bluestreak Crystals: Shaun, Georgina, Abi and Amanda Middleton.

The Bluestreak Crystals head office.

The Swarovski showroom at Bluestreak Crystals.

Bluestreak Crystals was founded on a simple yet powerful vision: to provide premium crystals, accompanied by exceptional service and expertise. Founded by husband and wife duo, Shaun and Amanda Middleton, in November 2015, the dynamic business focused solely on selling Swarovski crystals until 2020 – when it diversified and partnered with Preciosa. During that time, Shaun and Amanda’s daughters, Abi and Georgina, joined the company, and the business located to offices in Amersham, Buckinghamshire, to continue its expansion.

Abi Middleton

Reflecting on this incredible journey, marketing & business development director, Abi Middleton, shares: “The journey from Bluestreak Crystals’ beginnings to its present status is not only incredible, but exciting. It’s been amazing to witness how our values of passion, dedication and quality have resonated with customers worldwide.

“From the start, our family has played an integral role in shaping the brand, ensuring that we stay true to our roots while adapting to the ever-changing market. The growth into a global leader is not just a business achievement, but a reflection of the trust we’ve built with our customers and the love for the craft that we share with them.”

In 2021, Swarovski implemented a strategy change, which reduced its distribution network. However, the passion upheld by the Bluestreak Crystals team meant it was selected to be one of the few remaining Swarovski authorised distribution partners worldwide. The portfolio was diversified with the launch of the family’s own brands: Estella Crystals in 2021 and Serinity Crystals in 2022.

Last year, Bluestreak Crystals became a Swarovski Retail Partner, and its impressive customer base includes nail stylists, fashion designers and artistic professionals. These creatives rely on the brand to provide premium crystals for their intricate and dazzling designs.

Georgina Middleton

Bluestreak brilliance

The family-driven culture at Bluestreak Crystals is infused within every aspect of the business. “We are defined by a strong sense of collaboration and shared commitment to delivering the best for our customers,” says Georgina Middleton, Bluestreak Crystals director. “As a family-run business, we’ve cultivated a close-knit, supportive environment where everyone feels valued. We each bring a different expertise to the table, creating a dynamic environment across all areas of the business.”

The team members play crucial roles in ensuring that the brand maintains its signature high standards. By combining creativity, technical knowledge and an eye for detail, the company continues to set new benchmarks. “We take pride in building not just business relationships, but real, meaningful connections – both internally with our team and externally with our customers,” explains Shaun Middleton, CEO. “The family efforts that define our company drive us to evolve and improve our products and services.”

Shaun Middleton

This focus on the customer experience is evident in every aspect of the brand, from its personalised customer service to the expansion of ambassador programmes. By nurturing a sense of belonging, Bluestreak Crystals ensures that every client feels like part of something bigger: a global network of artists, designers and innovators.

Catching eyes

In a competitive market, Bluestreak Crystals distinguishes itself through a steadfast commitment to excellence, innovation and cultivating valued partnerships. The team meticulously curates its portfolio, offering crystals that meet the highest industry standards. The company continues to adapt to new trends and technological advancements, to ensure customers always have access to the best products available.

Amanda Middleton

Earning a reputation as a trusted supplier, Bluestreak Crystals co-founder, operations & finance director, Amanda Middleton, relays: “We offer a wide variety of premium crystals that cater to every style and preference. Our selection includes crystals from top manufacturers: Swarovski, Serinity, Preciosa and Estella, which are brands we believe nail technicians trust.”

The company presents a vast array of crystal colours and styles, noting that nail artistry involves pushing boundaries and telling stories through detail. The most sought-after options it carries are the timeless Crystal AB and the elegant Golden Shadow. These sparkling favourites are available in a range of sizes, shapes and finishes, allowing nail artists to transform even the simplest manicures into miniature works of art.

“We understand that every nail artist has a unique style and vision, and we provide a product range to inspire and enhance their creativity,” Abi explains. “Whether they’re looking for sparkling crystals and pearls to add texture, or chatons and pendants to create statement pieces that bring depth to nails, Bluestreak Crystals offers something for every look.

“We have exclusive access to the full range of Swarovski crystals, so not only can we guarantee the authenticity of every product, but we can also provide any option from its extensive collection.” Nail technicians, professionals and salons are able to apply to purchase Swarovski crystals via the Bluestreak Crystals website. Once registration is approved, they can buy Swarovski crystals within 24 hours.

“Hearing stories about how our products have helped nail artists push their creative boundaries or transformed a client’s experience is incredibly fulfilling.”

Shaun and Amanda at a Swarovski event.

For those new to working with crystals, Abi offers heartfelt encouragement: “Crystals are a wonderful way to add extra sparkle and creativity to nail designs. Don’t be afraid to experiment with different shapes, sizes and colours. The beauty of crystals is that they can be used subtly or boldly; it’s about finding what fits your style and clients’ preferences. Once you start working with crystals, you’ll quickly see how they can transform any nail design. But be warned – once you opt for bling, there’s no going back!

“The most rewarding feedback we receive revolves around the satisfaction of our customers when they see their designs elevated by our crystals,” Abi continues. “Hearing stories about how our products have helped nail artists push their creative boundaries or transformed a client’s experience is incredibly fulfilling.”

Looking to the future

“We’re always looking for ways to make it easier for nail artists to access the perfect selection of crystals,” shares Abi. “We’re working on curated kits that will offer everything needed for different nail styles and occasions.

“We love seeing the beautiful nail designs that are created with our crystals and are proud to support nail pros in bringing their visions to life. Bluestreak Crystals isn’t just a supplier – it’s a family, community and trusted partner for artists around the world. Keep sparkling and keep creating!” >>

“We wanted the two covers to look dramatically different, yet equally stunning in their own right. The team settled on the timeless theme of light/day vs dark/night – a contrast that lends itself beautifully to crystal storytelling.”

A tale of two covers

As Scratch magazine celebrates its 22nd anniversary this May, Bluestreak Crystals marks a sparkling milestone of its own, with the design of two striking front cover images. This exciting collaboration showcases the brilliance of Bluestreak Crystals and the nail artistry and design prowess of brand ambassador, Leah Candiliere (@noodle_yess).

The creative concept behind the dual covers was simple yet powerful: to show contrast. “We wanted the two covers to look dramatically different, yet equally stunning in their own right,” shares Abi. The team settled on the timeless theme of light/day vs dark/night – a contrast that lends itself beautifully to crystal storytelling.

To bring the vision to life, the brand selected the Golden Shadow range of crystals for the ‘day’ look and Crystal AB for the ‘night’ image. These product shades, two of the company’s best-sellers, were chosen for their luxurious tones and versatility. Golden Shadow, paired with a soft beige base, exudes effortless daytime elegance, while Crystal AB reflects a dynamic, iridescent energy that’s perfect for a night out.

The brief for the cover shoot was clear: let the crystals take centre stage. “We wanted the covers to be all about the crystals – no faces, hair, clothes or busy backgrounds: just nails,” Abi continues. Bluestreak Crystals provided Leah with its best-selling Mega Mix kits, filled with a range of shapes and sizes, including show-stopping 14mm crystals. This ensured the looks could be recreated by Scratch readers, from beginners to experienced pros.

Leah took full creative control over the nail length, acrylic tones and crystal arrangement. The result? Two bold sets of stiletto statement nails that radiate glamour and sophistication. “This collaboration with Scratch magazine is an exciting achievement for us,” says Abi. “It’s a fantastic opportunity to showcase the beauty of our crystals and the talents of Leah Candiliere. As readers flip between the covers this May, they’ll experience the full spectrum of Bluestreak Crystals’ brilliance – both in product and in vision.”