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Dazzling DIY crystal
By Michelle Zhang |
May 24, 2009, Sunday
|
Print Edition
Print Edition
THE joy of jewelry beading is shared both by little girls and grown women. Just imagine that you are given the chance to choose from more than 2,000 different kinds of beads ... and all of them are glittering crystals in an infinite range of colors, cuts and shapes.
This is exactly what you will find at the newly opened Swarovski Crystallized store on Huaihai Road M. The only one of its kind in Asia, the 400-square-meter shop has been designed to be a "creative playground" where customers are encouraged to explore the infinite possibilities of crystals, create one-of-a-kind accessories for themselves or have their ideal jewelry item customized.
"Swarovski Crystallized is an exciting new retail concept, which we are delighted to bring to Shanghai," said Markus Langes-Swarovski, a member of the company's executive board.
"The store celebrates the many different facets of crystal as a creative material.
"Although we are also suffering from the financial crisis, we still believe in our mission that is to create amazing things to inspire people, to make the world 'move' again," he added.
The store provides not only DIY fun but also seasonal, exclusive limited-edition collections created by world renowned designers using Swarovski crystals, including cutting-edge pieces from names such as Andree Putman, Philippe Ferrandis and Janis Savitt.
There is also a dazzling range of ready-to-wear jewelry, each featuring a distinctive style: glamorous, classic, romantic, natural or modern.
The company has also developed two software tools, the online Jewelry Store and the Personal Stylist, to help new customers find their crystal jewelry preferences. They are available at www. swarovski-crystalizzed.com.
To celebrate the opening, it has brought to Shanghai a raft of one-off designer pieces made of Swarovski crystals, including an exquisite dress by Italian British designer Antonio Berardi from his autumn/winter 2010 collection, a pair of sparkling shoes from Salvatore Ferragamo as well as innovative creations by students from Donghua University, China's leading school for fashion studies. They are currently on display in the second floor lounge area.
The world's leading producer of cut crystal also recently launched its newest watch collection in Shanghai. A fashion presentation was held in the Grand Gateway Mall last Friday, led by Zhang Zilin, the first Chinese Miss World who is also the ambassador for Swarovski watches in China.
With the collection of 45 watches first unveiled at Basel World in March, Swarovski declared its entry into the watch market - the "real watch market," as Allison Pyrah, a Swarovski China vice president pointed out.
"We have had watches before but they were more like fashion accessories," she explained. "This new collection, however, is a beautiful combination of Swiss watch making technology and Swarovski crystals."
Targeting the "upper-middle class," they are priced from 6,000 yuan (US$878) to 17,000 yuan.
Pyrah thinks it is perfect timing to introduce the watches because people want to cheer themselves up during tough times. "Swarovski is a treat," she said. "The watches are designed to suit every style of women and they are also sold at accessible prices, too."
The most eye-catching piece among the watches is "D:Light," a futuristic model created by renowned watch designer Eric Giroud.
Featuring 171 crystals, the rectangular dial looks exactly like a big, glittering bracelet. However, with a simple touch on the Swan cabochon, the crystals will immediately change color, light up, sparkle and show the hours and minutes in luminous orange dotted lines.
Hiding an induction system, a stylish white charging dock enables the watch to fully recharge in three hours and should then remain charged for a month.
This is exactly what you will find at the newly opened Swarovski Crystallized store on Huaihai Road M. The only one of its kind in Asia, the 400-square-meter shop has been designed to be a "creative playground" where customers are encouraged to explore the infinite possibilities of crystals, create one-of-a-kind accessories for themselves or have their ideal jewelry item customized.
"Swarovski Crystallized is an exciting new retail concept, which we are delighted to bring to Shanghai," said Markus Langes-Swarovski, a member of the company's executive board.
"The store celebrates the many different facets of crystal as a creative material.
"Although we are also suffering from the financial crisis, we still believe in our mission that is to create amazing things to inspire people, to make the world 'move' again," he added.
The store provides not only DIY fun but also seasonal, exclusive limited-edition collections created by world renowned designers using Swarovski crystals, including cutting-edge pieces from names such as Andree Putman, Philippe Ferrandis and Janis Savitt.
There is also a dazzling range of ready-to-wear jewelry, each featuring a distinctive style: glamorous, classic, romantic, natural or modern.
The company has also developed two software tools, the online Jewelry Store and the Personal Stylist, to help new customers find their crystal jewelry preferences. They are available at www. swarovski-crystalizzed.com.
To celebrate the opening, it has brought to Shanghai a raft of one-off designer pieces made of Swarovski crystals, including an exquisite dress by Italian British designer Antonio Berardi from his autumn/winter 2010 collection, a pair of sparkling shoes from Salvatore Ferragamo as well as innovative creations by students from Donghua University, China's leading school for fashion studies. They are currently on display in the second floor lounge area.
The world's leading producer of cut crystal also recently launched its newest watch collection in Shanghai. A fashion presentation was held in the Grand Gateway Mall last Friday, led by Zhang Zilin, the first Chinese Miss World who is also the ambassador for Swarovski watches in China.
With the collection of 45 watches first unveiled at Basel World in March, Swarovski declared its entry into the watch market - the "real watch market," as Allison Pyrah, a Swarovski China vice president pointed out.
"We have had watches before but they were more like fashion accessories," she explained. "This new collection, however, is a beautiful combination of Swiss watch making technology and Swarovski crystals."
Targeting the "upper-middle class," they are priced from 6,000 yuan (US$878) to 17,000 yuan.
Pyrah thinks it is perfect timing to introduce the watches because people want to cheer themselves up during tough times. "Swarovski is a treat," she said. "The watches are designed to suit every style of women and they are also sold at accessible prices, too."
The most eye-catching piece among the watches is "D:Light," a futuristic model created by renowned watch designer Eric Giroud.
Featuring 171 crystals, the rectangular dial looks exactly like a big, glittering bracelet. However, with a simple touch on the Swan cabochon, the crystals will immediately change color, light up, sparkle and show the hours and minutes in luminous orange dotted lines.
Hiding an induction system, a stylish white charging dock enables the watch to fully recharge in three hours and should then remain charged for a month.
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