Our presentation will show how Swarovski is investigating the potential of flexible electronics as part of the EU project BEWELL with a new form factor that can contribute to human well-being - without having to wearing bulky electronics. In addition, we will present how the Horizon 2020 project LEE-BED serves as important experimentation field for new idea exploration, especially based on newest material science developments in R2R electronics printing as well as 3D printing of electronics.