The FINANCIAL -- Swarovski, one of the world’s leaders in the field of precision-cut crystal production will now be represented in Georgia. A Swarovski boutique was opened on the central avenue of Tbilisi on October 22. “This is the very first Swarovski boutique in Georgia. Tbilisi was a logical step in our international distribution plan as our goal is to make crystal jewellery and crystal items accessible to as many people as possible”, Markus Ludescher, Swarovski Vice President of Operations Europe/ Africa told FINANCIAL.
“We are proud to have expanded to Georgia in partnership with Luxury Interior Ltd,” Ludescher says.
Swarovski group includes companies producing crystal elements and components, crystal objects, jewellery and accessories, precision optical equipment (Swarovski Optik), bonded grinding and dressing tools (Tyrolit), genuine and synthetic gemstones (Signity), and road safety products (Swareflex).
The company runs a crystal-themed indoor theme park, Swarovski Kristallwelten at its original Wattens site (near Innsbruck, Tyrol, Austria).
Swarovski crystal was born when Daniel Swarovski invented an automatic cutting machine in 1892. In 1895 the Swarovski company was founded when he established a crystal cutting factory in Wattens. Here he could take advantage of local hydroelectricity for the energy-intensive grinding processes he had patented.
According to Ludescher , Swarovski has developed international standards, with which partners who run an independent Swarovski boutique, need to comply. These standards are the same in Georgia as anywhere else in the world.
Q: Will all the latest Swarovski products be presented in the Tbilisi Boutique including the fall/winter 2007 collection?
A: The boutique in Tbilisi offers a full range of Swarovski products - jewellery, fashion accessories, Crystal Living objects, collectibles and beautiful gift ideas for every occasion. Starting next year the annual edition pieces of our collectors’ society, the Swarovski Crystal Society, will also be available. Both fashion and accessories collections per year, fall/winter and spring/summer, will of course be presented at the boutique in Tbilisi as well as all other promotions throughout the year.
Q: What are the highlights of the Swarovski items that are currently offered at the Tbilisi boutique?
A: At this time of the year we’re looking towards Christmas. We have a beautiful collection of decorative items, tree ornaments, gift ideas and festive jewellery on offer.
Q: How would you evaluate the perspectives of operating on the Georgian Jewellery market? Who do you consider to be your main competitors?
A: The Swarovski brand name is very well known in Georgia. We therefore believe that our perspectives in Georgia are very promising as in other comparable markets.
We prefer not to speak about our competitors, except to say that competition is a legitimate and healthy part of normal business dealings.
Q: How is Swarovski crystal produced?
A: Every crystal produced by Swarovski is made with great care in order to assure the highest possible quality. The composition of Swarovski crystal is very specific and a closely guarded secret.
Q: Who do you consider to be your main target segment in Georgia?
A: Swarovski offers a broad range of products for all target groups - for the young and young at heart, for fashionistas as well as for lovers of classical jewellery items, for collectors and anybody who wishes to surround themselves with beautiful crystal objects.
Q: How many Swarovski items are sold annually worldwide and what are the expectations for Georgia in this regard?
A: In 2006 Swarovski achieved a group turnover of EUR 2,37 billion worldwide. We are convinced that we will achieve very good results in Georgia as we have already experienced great success during the first days that the boutique has been open for.
Q: When will Swarovski production be fully presented in Georgia?
A: The full range of Swarovski products can be obtained from this boutique.
Q: Is exclusive design order possible?
A: Swarovski’s couture collection Daniel Swarovski offers such designs. Exclusive tailor-made pieces such as handbags, special jewellery pieces and crystal clothing can be ordered from the Daniel Swarovski boutiques in Paris and London.
According to Wikipedia - the online encyclopedia, Swarovski crystal contains approximately 32% lead to maximize refraction. The Swarovski Crystal range includes crystal sculptures and miniatures, jewellery and couture, home decor and chandeliers. They also sell beads and rhinestones, encouraging other manufacturers, artists and consumers to create their own designs.
In order to create a crystal that allows light to refract in a rainbow spectrum, Swarovski coats some of its crystals with special metallic chemical coatings. Aurora Borealis, or “AB,” is one of the most popular coatings, and gives the surface a rainbow oil slick appearance. Other coatings include Crystal Transmission, Volcano, Aurum, and Dorado. Coatings may be applied to only part of an object, others are coated twice, and thus are designated AB 2X, Dorado 2X etc.
In 2007 Swarovski formed a partnership with electronics giant Philips to produce the “Active-Crystals” consumer electronics range.
The Active-Crystals Range includes four USB Memory keys and four in-ear headphones, all with some form of Swarovski crystal on them as decoration.