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CRYSTALLIZED™ – Swarovski Elements – The Brand
Swarovski’s exquisite, light-filled crystals used by designers, creators and innovators in every corner of the design world and lusted after by discerning customers across the globe, have become objects of desire in their own right. Now, Swarovski has given the world-famous crystals their own new product brand: CRYSTALLIZED™ – Swarovski Elements
The new product brand – Love at first Light
Swarovski, the world’s largest producer of precious cut crystal, has built its reputation, for quality, authenticity and innovation, around its core product, the celebrated, precision-cut loose crystal elements that have become an integral part of contemporary luxury. Every day, in the quiet mountain village of Wattens, Austria, where the company was founded in 1895, these perfect, endlessly versatile crystals are sent around the world to be used by artists, artisans and designers, in all creative fields. Now, in the light of ever-increasing global recognition of the excellence of Swarovski crystals, and an ever-growing demand by a sophisticated clientele, the company has built a new product brand around its world famous crystals. CRYSTALLIZED™ – Swarovski Elements is the new brand for the innovative and inspirational elements, in their huge variety of shapes, sizes and forms, colours, textures and finishes, that bring radiance, emotion and desire to every product, object, accessory they adorn. All of Swarovski’s loose crystal elements, the scintillating soul of design, will now be known by their new brand name, CRYSTALLIZED™ – Swarovski Elements.
Crystal by Design: The “Made with CRYSTALLIZED™ – Swarovski Elements” label
To help to easily identify the use of genuine CRYSTALLIZED™ – Swarovski Elements, the company has created a new label, to be used only by selected designers and brands. Shaped to conjure up the crisp streamlined planes of immaculate crystal facets, and bearing a new stylised and instantly recognisable logo, the label pays homage to the company’s long history of mutually creative collaboration with the world of fashion. It also helps to differentiate between products that have been made with CRYSTALLIZED™ – Swarovski Elements by various designers and brands from Swarovski’s own-brand lines, made by Swarovski - the Daniel Swarovski and Swarovski collections of finished products. At the same time, the label serves as a sign of quality and integrity, highlighting and protecting the authenticity of CRYSTALLIZED™ – Swarovski Elements. One of the aims in creating and implementing a label identification system was also the need, in the face of growing competition and public demand for the real thing, to protect the integrity of the Swarovski brand, and to reassure everyone that they are buying genuine CRYSTALLIZED™ – Swarovski Elements, the very finest precision-cut crystals in the world. The message is crystal clear: this is a product of the highest quality, design-driven and with a heart and soul.
The Poetry of Crystal
Renowned for their precision-cut brilliance, their thrilling innovations, CRYSTALLIZED™ – Swarovski Elements inspire designers, fire imaginations and bring an inner radiance to the heart and soul of every object they touch, every person who wears them. This life-enhancing quality, celebrated by the new product brand, has exerted a powerful influence on leading design talent in every age, while today, customers ask for the crystals by name.
Creative Collaborations
Since its earliest days, at the turn of the 20th century, Swarovski has worked hand in hand with designers and couturiers, including Chanel, Elsa Schiaparelli and Christian Dior. Today Swarovski, the partner of the creative world, continues to forge close collaborations with leading designers, with names ranging from Yves Saint Laurent, Armani, Versace, Gucci and Prada, to cutting edge innovators like Alexander McQueen and Viktor and Rolf. As the appeal of crystal broadens, designers explore new expressions of crystal creativity in every segment of the fashion world, from couture evening gowns and exquisite jewellery, through lingerie, swimwear and sportswear, to bejewelled shoes and accessories, and even electronics. In their hands, crystal comes alive, an object of desire, shining with the light of life.
