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Press Centre

April 2010

ENLIGHTENED™ - Swarovski Elements introduces a new dimension of brilliance

Pure Brilliance Zirconia Pure Brilliance Zirconia
Jewels by Queenie Jewels by Queenie
Patrick Mauboussin Patrick Mauboussin

Revolutionary new cut for Zirconia to be introduced at BASELWORLD

ENLIGHTENED™ - Swarovski Elements is proud to introduce the latest proof of their ongoing quest for innovation, in the science of precision cutting and excellence in the form of the Pure Brilliance Zirconia. For the first time in history, Swarovski has applied ideal diamond cut standards to Zirconia, creating an entirely new dimension of excellence for this exciting stone. The Pure Brilliance Cut is being launched at BASELWORLD, the most important international fair for watches and jewellery being held in Basel, Switzerland on March 18-25, 2010.

Diamond quality brilliance

The new Pure Brilliance Zirconia Cut is the first ever to adhere to the Gemmological Institute of America’s comprehensive set of standards for grading diamond cut quality. The GIA is the world‘s foremost authority on diamond grading. Test methods carried out, including sophisticated computer modelling, reveal that the level of brilliance in the ENLIGHTENED™ Pure Brilliance Cut equals that of the highest quality diamond. This latest addition to the inspired collection of created stones places them in a class of their own.

Proof of quality

To ensure absolute proof of quality, every Pure Brilliance Zirconia features a microscopic “SWAROVSKI ZIRCONIA” laser engraving that is invisible to the naked eye. This special sign of authenticity and quality is the consumer’s guarantee that these stones are of the highest precision and brilliance and match top cutting standards of the diamond industry. The laser engraving serves as an assurance that the ENLIGHTENED™ Pure Brilliance Cut is the finest and most diamond-like Zirconia available on the market. It is exclusively cut by Swarovski in Austria and satisfies the world’s most demanding social and environmental standards.
The star effect observed in a round Pure Brilliance Zirconia, when viewed through the Starscope, reveals a distinct eight-point star pattern, the unmistakable sign of the perfect geometrical proportions – the mark of a truly ideal cut.

Extensive market research

Extensive market research was carried out for the new Pure Brilliance concept in major consumer markets for Zirconia jewellery – the USA, Germany, India and Japan. The results demonstrate that 90 percent of those interviewed preferred Zirconia jewellery set with the new ENLIGHTENED™ Pure Brilliance Cut, even at a substantial premium price.

Swarovski – Global leader in the precision cutting of jewellery stones

Swarovski has a distinguished history of innovation and precision cutting of jewellery stones dating back to the company’s foundation in 1895. This more than a century of experience in precision cutting and polishing of stones has been extended beyond the company’s original crystal business to include genuine gemstones and created stones that are a constant source of creative inspiration to leading international designers.

ENLIGHTENED™ – Swarovski Elements, Swarovski’s brand of genuine gemstones and created stones, offers a unique and balanced selection of genuine gemstones and created stones made from the purest raw materials. In keeping with the “poetry of precision” for which Swarovski products are famous, each one is crafted to satisfy the strictest standards for colour, quality, size and shape. The result: a consistency and quality unlike any other brand on the market, alongside an unsurpassed creative vitality.