Crystals Are a Girl's Best Friend
The affiliation between crystals and Swarovski is so binding that they might as well be one and the same. When you think of crystal-encrusted accessories or jewellery it is natural to assume that the identically-cut fragments of glass would be sourced from Swarovski, whose ancestry reaches back to the 1800s.
In 1895, Swarovski financier Armand Kosman and Franz Weis founded the company, originally known as A. Kosmann, Daniel Swartz & Co. The company established a crystal-cutting factory in Wattens, Tyrol (Austria), to take advantage of local hydroelectricity for the energy-intensive grinding processes Daniel Swarovski had patented in 1892. The Austrian crystal company commenced business by selling its incredibly popular figurines, which became collectors’ items, but after experimenting with various coatings, such as Aurora Borealis (AB), Swarovski subsidiary companies which produced jewellery and accessories were established.
What made Swarovski more successful than it could have imagined were the tiny individual crystals which could be used to embellish anything from dancers’ costumes to electronic devices. There is a demand for crystal customisation, while bedazzling one’s mobile phone has become a huge trend among flashy celebrities and socialites. But not all consumers can afford the costly personalisation. That is when brands began to embellish whole collections of products in order to make it look like the watch, bag or even glasses had been customised.
Swarovski supplies crystals to hundreds of global brands including Ice-Watch in Belgium. “It‘s a licensing agreement and Ice-Watch compensates Swarovski for the use of their name and components,” says Erica Gardano for Ice-Watch. “Instead of a customer saying ‘this watch is encrusted with crystals’, the appeal is much stronger when they can say ‘this watch is encrusted with Swarovski crystals’.”
Jewellery brand Angélique de Paris has introduced several new collections this year utilising Swarovski components and crystals. “The Confetti collection of rings and earrings are generously sprinkled with Swarovski crystals in a palette of different hues such as blueberry, chocolate, mint, strawberry, meringue and liquorice,” says brand owner, Angélique Knafo. “They are high fashion, but still under US$100 retail, so everyone can indulge.” Knafo has discovered that the black crystals are especially popular: “The pieces combining colourful enamel with ‘black diamond’ crystals for a vintage yet modern diamond look sell particularly well in travel-retail.”
Soon after the jewellery brands began decorating with crystals, the optical industry began experimenting. Silhouette has just brought out a collection of sunglasses which intend to target ‘chic’ and ‘fashionable women’. “The Silhouette Sun Crystals combine two important features: intelligent sun protection and ultra feminine design,” says Mirella Helal for Silhouette sunglasses.
Haleybrooke International produces crystallised eyewear, as well as pens and other accessories “Haleybrooke International focuses mainly on Jimmy Crystal’s top three selling categories which are eyewear, watches and pens,” says Patricia Kenny, “but, if requested, Jimmy Crystal can create any exclusive item for the customer.”
Of course, once the crystals are sourced they then need to be applied to the products; this is no mean feat. Silhouette has created frames for its collection of glasses which allow the crystals to be applied more easily. “The high-tech titanium permits the production of crystal eyewear without screws or hinges. Every crystal is individually set by hand using a magnifying glass.”
Applying crystals can be a paintstaking and time-consuming process, but Knafo believes that this is why the products sell so well in travel-retail. “The brand, craftsmanship and quality of pieces will appeal to both luxury clientele and those on a budget. The [crystals] stand out in a sea of sameness. We are told time and time again that our displays are the focal point of our retailers.”
Claire Cabaron from Bond no.9 – a perfume brand which has now launched Swarovski-encrusted bottles – believes that its clients want to feel they own something which nobody else has: “We decided to launch these luxurious items because as a luxury company our clientele looks to Bond for items that are high-end, luxurious, extravagant and especially hard to get.” The affiliation with Swarovski only intensifies the glamour factor for Bond no. 9. “Swarovski is prestigious when it comes to crystals. So if you’re launching a crystal item, we prefer to use Swarovski crystals since they really are of the best quality.”
Having launched a new collection of watches that feature Swarovski crystals, Ice-Watch believes that the affiliation with the Austrian crystal provider gives the collection a distinct point of difference. “The Swarovski brand has become synonymous with quality. In regards to crystals, there is no other name more
noted. Our products containing these crystals reflect the same positive attributes, and offer essential brand identity when releasing a new style.”
Gardano feels that Swarovski has given birth to a whole new generation of accessible luxury. “Their market positioning and advertising is far beyond other companies in their category, and simultaneously their affordability offers the masses a chance to have that same luxury,” she concludes.
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