Swarovski brought its own brand of magic to Tokyo, Japan, when it opened a boutique in Ginza, embellished with three tonnes of crystals and a sparkling design on the facade.
After a column of crystals at the entrance, a crystal-embedded staircase led the invitees upstairs to a futuristic chandelier and shelves showcasing the new collection.
From the large range of new accessories — pendants, necklaces, brooches and belts (most of them adorned with a new logo, the Swanflower) — to the amazing collection of tableware, it was an innovative display of crystals.
How it all began
In 1895, Daniel Swarovski, the son of a glassworker in Bohemia and the inventor of the crystal-cutting machine, founded a small company in Wattens.
The technology invented by him produced quality crystal, which soon made him the supplier for major European companies.
In the 20th century, leading couturiers Elsa Schiaparelli and Coco Chanel turned to him and soon, major fashion houses, designers, decorators and jewellers came to prefer his crystal forms.
Today, the company, still family-owned, has become a key player in the world of luxury goods, which include accessories, home décor, jewellery and fashion.
It offers a range of 120,000 styles, employs 16,000 people around the world and has a turnover of 1.83 billion euros (Dh10.36 billion).
Swarovski has unveiled two signature items. The swan which became the company logo in 1989 has been uniquely developed into the Swanflower.
The bird, known for its grace, power and femininity, finds a place in myths, legends and poems. The new logo is a combination of four birds, which comprises the Swanflower.
This appears on most items, discreet and yet visible. According to Nathalie Colin Roblique, the company’s creative director, the new symbol links the worlds of fashion, design and crystals.
The second is the new look of boutiques. For ten years, the company operated a unique retail architecture, seen in its 1,150 boutiques and concessions worldwide.
Now, linking up with the designer of the year Tokujin Yoshioka, the man behind the new look of the Ginza boutique, Crystal Forest has turned out to be a remarkable fusion of crystals and lights.
The creative head speaks
Facing a barrage of questions from the press was Nathalie Colin Roblique, who has headed the creative division since 2006 and has taken designing to a different level.
Crystal can be used in myriad ways, she said. The appropriate use can bring sparkle into life — it can be contrasted or blended with different materials, such as leather, cloth, wood, paper and glass, to create something unique.
It can also be highlighted with direct or diffused light. “I am used to crystals,” she said, “yet, sometimes when it catches the light, it is like a magic moment.”
Who are the customers?
They are collectors — not only of figurines but of bags, clips, brooches. It is a mindset.
Does the company target the old or the young?
Our consumer base is so large that traditional marketing logic does not apply. We have hundreds of items.
What are the new items?
We have many accessories for the hair and are expanding the range. For the winter collection, we have designed a hand accessory of leather and metal to be worn over the palm. One is an adaptation of an Indian bridal hand ornament.
Will you include footwear?
That is another business. But stocking the items is difficult. But we have a watch collection being launched next year. In the Middle East, many men wear jewellery. We have cuff links but will also be adding pendants, belts and other items to the collection.
Bridal collection
Rasmus Olsson, head of the Swarovski Consumer Goods division in Dubai, also spoke about the bridal collection — Love and Light — which includes an extensive range of dress work, hair accessories, jewellery, tableware and decorative objects.
“The white pearl has been reinvented and modernised for the collection,” he said.
“The pearl is a symbol of femininity, purity and love. It plays an important role in celebrations.”
He said the star of the collection was a satin-crepe wedding gown adorned with crystal mesh, available in colours ranging from white-opal to light blue. It has removable handmade crystal-mesh roses.
“Some of our items from the Crystal Living collection have been snapped up for wedding gifts, the popular ones being the picture frame embellished with a cascade of transparent crystals and champagne flutes with crystal-studded stems.”
He said that in Dubai, which is fast becoming popular as a wedding destination, items from Love and Light sold best.
— Nirmal Khanna is a UAE-based freelance writer
