pThe luxury consumerrsquo;s increasing desire to make a style statement is now driving designers and manufacturers to find creative ways to use precious stones and materials for products beyond the traditional, trend experts at ENLIGHTENEDimg border=0 src=http://www.ftjcfx.com/id102h48x20MQUNTUWNMONUOUQWT width=1 height=1 / – a onmouseover=window.status=http://www.swarovski-crystallized.com;return true; onmouseout=window.status= ;return true; href=http://www.dpbolvw.net/af100ft1zt0GKOHNOQHGIHOIOKQN target=_blankSwarovski/a Elements have observed. In the spotlight are alternate segments such as bejewelled eyewear, mobile phones and consumer electronics, designer writing instruments and even luxury cutlery and tableware.br /
In response to these emerging trends, ENLIGHTENED has now produced a Creative Applications Tool that illustrates ways to use its gemstones, created stones and associated products in these alternative segments. The tool provides examples of how the renowned ENLIGHTENED ndash; a onmouseover=window.status=http://www.swarovski-crystallized.com;return true; onmouseout=window.status= ;return true; href=http://www.dpbolvw.net/af100ft1zt0GKOHNOQHGIHOIOKQN target=_blankSwarovski/a Elements can be teamed with an unusual array of base materials as well as useful application and product information.br /
strongExciting opportunities in eyewear marketbr //strongA new breed of big budget fashionistas who see bejewelled sunglasses and optical glasses more as an item of jewellery has sparked interest among companies like Cartier, Gold amp; Wood, Fred and Henry Jullien, or Los Angeles-based Luxuriator, which offers fabulous frames with precious stones, according to Birgit Rieder of ENLIGHTENED. She said the trend was further confirmed recently when the companyrsquo;s Passion Topaz design contest also drew many entries for bejewelled sunglasses.br /
Mobile phones and consumer electronics a booming marketbr /
Meanwhile there is now a consumer of luxury handsets and consumer electronics who targets products not for their technological wizardry but as a style statement. The mobile phone, MP3 Player, iPod, iPhone or associated consumer electronics and their accessories now represent the ultimate collision of style, fashion and technology. Designers and manufacturers recognise that style allows their products to stand out and this will continue to be a key market driver. Luxury mobile phones using diamonds, precious stones and precious metals are already being offered by brands like Vertu, Motorola, Goldvish, Nokia and Samsung. ldquo;We see high-end handsets taking on the same status as luxury watches,br /
presenting lucrative opportunities for brand extension and increased revenues in the 1 billion handset-a-year market,rdquo; said Birgit Rieder of ENLIGHTENED – Swarovski Elements.br /
The luxury pen as a style statementbr /
Luxury consumers are also recognising that the simple pen becomes an expression of style, sophistication and success when base materials are combined with genuine and created gemstones. Accordingly, leading brands like Montblanc, Cartier, Waterman, AT Cross and Parker are focussing on limited editions and masterpieces that target the collector of luxury pens, regardless of age or gender. They in turn are being inspired to collect through pen clubs, online forums and appropriate web pages.br /
Gracing tables with designer cutlery and tablewarebr /
The trend is also reflected in cutlery and tableware with many European manufacturers concentrating on the premium end of the market. Today, fine tableware and cutlery is not only lifestyle statement; it is dish-washer practical and designed for everyday use. High-end culinary-related travel and the super star TV chef who conveys the joy of cooking and stylish presentation of food are all fuelling the trend. ENLIGHTENED has already cooperated with Berndorf AG for ldquo;Brilliantrdquo; a special edition of their Opus collection that was set with synthetic blue spinel and synthetic ruby while fashion designers like Herm?s, Ralph Lauren, Calvin Klein to Armani Casa are now taking their place at the luxury decorated table. Precious metals and ENLIGHTENED – Swarovski Elements are inspiring everything from edgy modern designs to the timelessly classical.br /
The ENLIGHTENED Creative Applications Toolbr /
Because these luxury market trends are very clear, the new ENLIGHTENED Creative Applications Tool is an informative introduction into creative ways of using genuine gemstones and creative stones for alternative products. The tool comprises the lsquo;Application Labrsquo; – a collection of material samples that integrate gemstones into different and often surprising base materials, plus informative Application Cards with product information, details of application methods used and suggestions for alternative segments. The ENLIGHTENED Creative Applications Tool goes beyond pure information; it is a real touch and feel invitation to design with ENLIGHTENED ndash; Swarovski Elements.br /
ENLIGHTENED – Swarovski Elements broaden the appeal of gemstones and created stones through a range of pre-set, ready-to-use elements that are inspiring designs in both alternative and morebr /
traditional segments. The collection represents the perfect fusion of high quality gemstones and precious metals, precision, craftsmanship and the technical know-how that is typical of Swarovskirsquo;s more than a century of tradition. The ENLIGHTENED – Swarovski Elements Creative Applications Tool is designed to inspire designers and manufacturers as they seek ways to enhance luxury consumer goods in the alternative segments, fast becoming a lucrative new market.br /
br /
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 worldrsquo;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. a onmouseover=window.status=http://www.swarovski-crystallized.com;return true; onmouseout=window.status= ;return true; href=http://www.dpbolvw.net/af100ft1zt0GKOHNOQHGIHOIOKQN target=_blankSwarovski/a 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 a onmouseover=window.status=http://www.swarovski-crystallized.com;return true; onmouseout=window.status= ;return true; href=http://www.kqzyfj.com/lq118qgpmgo37B4ABD4354B76B5D target=_blankSwarovski CRYSTALLIZED/aimg border=0 src=http://www.ftjcfx.com/e877uuymsqBFJCIJLCBDCJFEJDL width=1 height=1 / ndash; 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 ENLIGHTENED ndash; Swarovski Elements. Showing the creativity that lies at the heart of the company, Swarovskirsquo;s own-brand lines of accessories, jewellery and home d?cor are sold through more than 1.600 retail outlets in all major fashion capitals. The exclusive Daniel Swarovski accessories collection has meanwhile become the companyrsquo;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 Swarovskirsquo;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./p
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