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Crystal craze

Swarovski's new range is called, `Poetic Journey' with lots of nature in it

VISUAL TREAT The toucan

Swarowski's spring/summer collection, launched simultaneously both in India and the rest of the world, includes a set of butterflies and the toucan, besides the romantic crystal flowers of orchids, lilies and irises.

Shiv Kumar, Country Manager, Swarovski India, says, "The butterfly represents life and spirited activity which is characteristic of Spring. Besides, butterflies to begin with are not beautiful but represent a metamorphosis, an evolution and this characteristic strikes a chord with crystal which attains its flawless beauty after evolving."

Innovative technology

According to him, the character that sets Swarovski in a class apart from other crystals is the clarity. "This is achieved through a high level of innovation, expertise and of course, technology."

Giving tips on how to choose a good crystal, he says, "A good crystal will refract a spectrum of light evenly. There are no irregular patterns formed here." Currently, Swarovski has brought in colours into crystal unlike earlier when colour appeared "only as accents". Thus in the new collection, the toucan is a riot of colours and so are others, adding "character" to the pieces.

Says Shiv Kumar, "We also fuse in metal, wood and leather with the crystals. Fusing metal with crystal is a difficult task." The entire design and manufacture of Swarovski crystals takes place in Wattens, Austria. "Even the wrapping paper and other packaging material is sourced from there to lend uniformity to the product all over the world," he adds.

While acceding that a sizeable number of customers are collectors and people who can appreciate art, he contends that some of the new customers "get hooked after the first purchase."

NANDHINI SUNDAR

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