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Swarovski launches it's scintillating new product brand for precision-cut genuine gemstones and created stones
Celebrating a mesmerising mastery of light and cut, and adding a note of preciousness to its famous poetry of precision, Swarovski launches ENLIGHTENED™ – Swarovski Elements, the new product brand for genuine gemstones and created stones, to join the company’s stable of individual world-renowned brands.
Since 1965, Swarovski has catered to the fine jewellery industry, applying its state-of-the-art precision cutting technology to a range of both genuine gemstones and created stones. Formerly marketed under the trade name Signity, this gemstone brand, known worldwide for its unrivalled consistency of cut, colour and brilliance is now a wholly owned subsidiary of Swarovski. In line with the company’s long term strategy, Swarovski has renamed the brand ENLIGHTENED™ – Swarovski Elements, and created for it a dynamic new image and positioning within the company’s corporate structure. ENLIGHTENED™ – Swarovski Elements, innovative and inspirational, will provide the perfect gem palette of opulence and emotion, light and colour to the world of fine jewellery.
THE BRAND
ENLIGHTENED™ – Swarovski Elements, newly shaped by Swarovski’s marketing and trend expertise, is now being presented to the jewellery industry, with a vibrant and emotive new communications campaign and a stunning key visual conceptualised by Nick Knight, one of the world’s most influential and visionary photographers, celebrated for his skill in creating high-energy special effects and in challenging the clichés and conventions of fashion photography.
THE POWER OF PERFECTION
ENLIGHTENED™ – Swarovski Elements sets the world of jewels and gems alight, bringing life and energy to jewellery concepts around the globe. All stones are cut and polished in Swarovski’s own factories using the most sophisticated technology, and advanced research and development, to maintain the strictest standards. Each gem is crafted to meet the most stringent criteria of colour, quality, size and shape, resulting in a uniformity of calibration and quality unrivalled in the industry. Bearing all the Swarovski hallmarks of perfection, brilliance, ingenuity and innovation, and sharing the company’s creative dynamism. ENLIGHTENED™ – Swarovski Elements brings artistic freedom to the jewellery industry, inviting designers to express themselves through a dazzling selection of gemstones, capable of bringing creative visions to life.
THE ART OF CHOICE
At a time when individual self-expression is key, ENLIGHTENED™ – Swarovski Elements offers a spectacular choice of materials, cuts and colours, and a sublime subtlety of tones, textures and translucencies. The range of genuine gemstones includes sapphires, rubies, rhodolites, peridots, amethyst, citrines, topases, in a seductive spectrum of colours, and many more, all wondrous miracles of nature, underpinned with emotion and spirituality, delivering today’s style message of opulence and abundance. Top quality created stones, replicating nature’s finest, include corundum, ruby and sapphire, peridot and spinel, in numerous shades. ENLIGHTENED™– Swarovski Elements also presents the most dramatic, sophisticated shades of top quality cubic zirconia, with its exceptional brilliance and unfolding depths of light and lustre, equally wondrous yet manmade, and very much the material of the moment. Throughout the collections, only high quality raw materials (“rough”) is used, especially sourced by Swarovski, and sorted according to the most exacting standards. ENLIGHTENED™ – Swarovski Elements are valued both for their beauty and brilliance and for the ease and speed with which they can be set, by hand or by mechanical techniques. Finally, an ingenious array of pre-set, ready to use gemstone elements, including the luxuriously sensual JewelMesh and JewelChain, the first gem-fabrics, opens up new routes for today’s bejewelled luxury. In this way, ENLIGHTENED™ – Swarovski Elements offers choice too, by broadening the appeal of gems to different fields of decorative design, creating tempting gem-products not only for jewellery and watches, but also for fashion and accessories, eyewear, writing instruments, home wares and interiors.
DEDICATION TO INNOVATION
Each year, ENLIGHTENED™ – Swarovski Elements launches a collection of fashion-forward, trend-oriented gem cuts and colours, and tempting product innovations, to stimulate creativity and push boundaries in jewellery design, across the globe, at all levels of the market. In addition ENLIGHTENED™ – Swarovski Elements offers directional trend and design services, setting gemstones in a broad context of fashion, design and style. ENLIGHTENED™ – Swarovski Elements provides a much-needed creative link within the structure and supply chain of the jewellery world.
THE ART OF SERVICE
Swarovski’s signature dedication to perfection and to continual innovation is reflected in the impeccable quality of ENLIGHTENED™ – Swarovski Elements and also in its brand promise and offer of exceptional service to its customers. Swarovski’s new ground-breaking gemstone product brand is backed by a promise guaranteeing unmatched precision and craftsmanship, innovation in product design and a superior customer support service, strengthened by creative collaborations in the industries it serves. With sales offices and representatives across the world, an international distribution network that ensures an unsurpassed efficiency, catering to every sector of the jewellery industry, from wholesalers and manufacturers to individual designers and retailers. Equally important, ENLIGHTENED™ – Swarovski Elements creates trend-related, stimulating communications tools, and offers design consultancy services, technical support and application training. All focusing on forging long-term creative collaborations and relationships, aimed at strengthening brand identity in the market place. Ingredient branding partners will be able to use immediately recognisable ENLIGHTENED™ product tags and point of sale materials, and will have access to communications and promotional materials, designed especially for their activities.
