Swarovski


	CRYSTALLIZED ™ – Swarovski Elements
	INNOVATIONS CELEBRATE POSITIVE THINKING

	While the media focuses on the worldwide economic situation and the challenges this poses, the trends for Autumn/Winter 2010/11 tap into the rich seam of opportunities and design reorientations such circumstances provoke. A difficult climate paves the way for enhanced creativity and enthusiasm, revealing a vision that is sanguine, energized and full of hope. The latest innovations from CRYSTALLIZED ™ – Swarovski Elements sparkle with optimism and present designers with an inspirational palette from which to conjure joy-filled creations.

	Designer Editions: a luxurious fashion statement
	The Designer Edition collection is augmented by two startling different innovations. Hot on the heels of Diamond Leaf by Giorgio Armani and Fantastic Flower by Andrée Putman, come Divine Rock, developed in partnership with a high-luxe Italian fashion house, and glittering Transfers by Manish Arora.
	Asymmetric and irregular, the Divine Rock CRYSTALLIZED™ – Swarovski Elements offer precision-cut interpretations of natural rock formations. Available as Sew-on Stones, Flat Fancy Stones and Pendants in a range of sizes, effects and colours, these pieces perfectly combine matt and sparkling facets.
	CRYSTALLIZED™ is delighted to announce an exciting new collaboration with the prolific and talented Delhi-based designer Manish Arora. His unique creative vision has given rise to a special collection of ten colourful Transfers, inspired by a heady mix of Indian costume, embroidery, pop art, psychedelic dreaming and Hindu symbolism. Fusion Concepts offer a bold new look Following the trend for a refined glamorous look, CRYSTALLIZED™ complements its assortment with a totally new direction: Fusion Concepts, a new interpretation of crystal with other types of materials. The first innovation in this product group is Crystal Mosaic. Crystal Mosaic, an extraordinary new concept based on opalescent colour fusions, provides a contemporary – and highly original – take on crystal innovation. Mosaic Amber Opal, Mosaic Pacific Opal, Mosaic Purple Opaque, Mosaic Sand Opal and Mosaic White Opal complete a kaleidoscope picture built of clear crystal, opal colours and metallic and opaque effects.
	New colours and effects inspire optimism From barely-there tones to shiny fuchsia opal and gold metallics, the latest colours and effects in the CRYSTALLIZED™ – Swarovski Elements range offer designers a glittering crystal selection with which to create joyful pieces: Greige Perfectly in line with the ongoing trend for opalescence, the subtle tones of Greige bring refinement and elegance to the CRYSTALLIZED™ – Swarovski Elements colour range. The hue’s understated shine allows for sophisticated colour combinations and tone-on-tone applications. Cyclamen Opal Fuchsia conveys ideas of happiness, beauty and femininity. Soft yet shiny, Cyclamen Opal is a glorious complement to the CRYSTALLIZED™ – colour range – a delicate highlight in tone-on-tone combinations with reds, fuchsias and browns. Crystal Metallic Light Gold Rich and precious looking, Crystal Metallic Light Gold is a scintillating addition to the range of metallic effects. Its light, shimmering tones provide a gorgeous accent to on-trend demure styles. *CRYSTALLIZED™ – Swarovski Elements* reach new heights of sophistication With its vintage good looks that hark back to the Bright Young Things of the 1920s, the baguette shaped Pendular Lochrose** suggests designs that are both sleek and spirited. Its pendant-style hole and flatter shape open the door to truly unique creations.
	The iPod generation seeks new values, with nature providing the perfect counterbalance to a high-tech view of the world. ENERGY embodies both time for reflection and the willingness to seize opportunities for creativity and innovation whenever they appear. As new technologies bump up against the natural world, contrasting themes emerge: cocooning an The XILION Bead upgrade combines complex, precision-cut faceting and perfect geometry to create a crystal of unrivalled luminosity. Alongside superior levels of reflection, refraction and scintillation that clearly differentiate it from market competitors, the bead also boasts a rounder equator for increased wearing comfort. With its complex cut and increased number of facets, the upgraded XILION Pendant is of unmatched sparkle and irresistible magnetism. Light-filled and luxurious, the new pendant makes possible glamorous, brilliant designs. The geometric shape and asymmetric cut of the Cosmic Baguette Flat Back and triangular-shaped Cosmic Delta Flat Back provide limitless highly contemporary design options. Elegant and refined, the XILION Pear Fancy Stone upgrade outshines, while the Art-Deco inspired Chessboard Bead is a perfect expression of understated luxury. In tune with today’s vogue for charms and symbols the Fish Bead and Fish Pendant combine a playful shape with a brilliant cut. The Navette Pendant echoes famous fine jewellery cuts, a timeless classic ideal as a centrepiece for necklaces. Semi-finished Products reinterpret vintage styles An antique look receives a modern twist in a new collection of Filigrees. Offering endless versatility, the series of fine crystal-studded flower shapes can be beautifully combined with other Beads, Crystal Pearls, Pendants, Cupchains & Findings. Available in a wide range of crystal colour and metal platings, the filigrees strike a delicate and cheerful note. Dazzling innovations A blend of poetic artistry and technical excellence, this new selection of CRYSTALLIZED ™ – Swarovski Elements innovations is destined to light the imaginations of designers across the creative spectrum, inspiring them to produce pieces that radiate high-luxe charm and positivity
	In 1895, Daniel Swarovski I, a Bohemian inventor and visionary, moved to the village of Wattens, Tyrol in Austria, with his newly-invented machine for cutting and polishing crystal jewellery stones. From this beginning that revolutionised the fashion world, Swarovski has grown to be the world’s leading producer of precision-cut crystal, for fashion, jewellery and more recently lighting, architecture and interiors. Today, the company, still based in Wattens, family-owned and run by 4th and 5th generation family members, has a global reach, with some 26.000 employees, a presence in over 120 countries and a turnover in 2008 of 2.52 billion Euros. Swarovski comprises two major businesses, one producing and selling loose elements to the industry and the other creating design-driven finished products. Swarovski crystal components, known by their product brand names CRYSTALLIZED™ – Swarovski Elements for fashion and STRASS® Swarovski® Crystal for architecture and light, have become an essential ingredient of international design. Since 1965 the company has also catered to the fine jewellery industry with precision-cut genuine and created gemstones, and from April 2008 has strengthened this relationship by revitalising and renaming the product brand ENLIGHTENEDTM – Swarovski Elements. Showing the creativity that lies at the heart of the company, Swarovski’s own-brand lines of accessories, jewellery and home décor are sold through more than 1.600 retail outlets in all major fashion capitals. The exclusive Daniel Swarovski accessories collection has meanwhile become the company’s couture signature. The Swarovski Crystal Society has close to 350.000 members worldwide, keen collectors of the celebrated crystal figurines. And in Wattens, Swarovski Kristallwelten, the multi-media crystal museum, was opened in 1995, as a celebration of Swarovski’s universe of innovation and inspiration. The Swarovski corporation also includes Tyrolit®, manufacturing grinding tools, Swareflex, for road safety reflectors and Swarovski Optik, producing precision optical instruments.
	For further information and PR material, please contact: Mail: konia.khanna@swarovski.com or nishi.uttam@swarovski.com www.CRYSTALLIZED.com