Crystal Clear
By JIANG JINGJING (China Daily)
Updated: 2006-08-07 13:47
 Before the brand entered the market, there were no fashion jewellers focused
on affordably accessorizing outfits in the country. There were only fine
jewellers, using gold, diamond and some precious stones; as well as some costume
jewellers, or inexpensive jewellers.
Swarovski's products introduced a conceptfashion jewelleryto the market. They
have the same settings of fine jewellery, but use crystal instead of precious
stones. They also are able to offer new lines every season, giving consumers
options such as different colours.
Swarovski's designing director, Rosemarie Le Gallais,
who started Daniel Swarovski Accessories Collection, realized over 10 years ago
how important accessories could become as part of the fashion industry across
the globe.
"In China, it is the accessories that sell, not the clothes," Pyrah says.
"Only very rich people here can wear Chanel from head to toe, and many people
only wear Giordano or Max Mara but carry Louis Vuitton bags and Swarovski
bracelets."
"Chinese are very smart," Pryah says. "They have limited income, but they know
how to dress themselves with the right accessories."
Xu Dan, a local sales assistant working at a foreign company, reiterates this
claim. She says she has four Swarovski necklaces, one pair of Chanel earrings,
two Gucci handbags, one Louis Vuitton handbag, but no big name brand garments.
"With these accessories, I can dress in different styles for different
occasions," Xu says. "They are more useful than a single garment."
(For more biz stories, please visit Industry Updates)
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