Consumer goods business director of Swarovski, India, Sukanya Dutta Roy, unravels the secrets behind the new spring summer collection of the brand.
Swarovski’s Spring/Summer 2012 collection is like a story in motion — how did the collection come to be?
Our creative director Nathalie Colin, who’s based in Paris, themed this collection on a young star in the making — one who is fresh, vibrant and gradually comes into the spotlight. In March, as summer progresses, our new collection arriving in Swarovski stores across the country will present some beautiful shades of lilac, fuchsia pink and blue crystals in Reverie and Phoebe pendants. For statement pieces, the Rainbow collection is indeed a conversation piece.
Do you think brands like Swarovski enable women to think beyond traditional metals and stones or does it get difficult sometimes to convince a woman to buy crystal jewellery that doesn’t exactly come cheap?
I think the traditional Indian approach to heavy, ornate and expensive gold jewellery is changing. We see more and more young brides in our store, a sign that we are now making our mark as a jewellery brand, despite not following into that traditional mould of kundan, polki, and wedding jewellery. Swarovski jewellery and accessories are versatile and can be worn to any occasion and with any outfit and I think this is where our appeal to women lies.
What are some of the challenges the jewellery brand faces in India? In fact, a lot of women look at jewellery as an investment — something they could perhaps turn to in a time of emergency. Swarovski doesn’t quite fall into that category — so how exactly does the brand position itself?
I think women can always turn to Swarovski jewellery in times of emergency — a wardrobe emergency that is! Swarovski positions itself as a fashion wise choice in any emergency for that classic wardrobe fix. Swarovski CGB jewellery and accessories can compliment any Indian or Western dress and add sparkle to any outfit. For work jewellery we have several classic jewellery and solitaire options. In this modern, fast-paced life one often needs to go to a swanky night out straight from work — a cuff, a statement neckpiece or a bold cocktail ring can transform you from business casual to glamorous chic.
If you could give the brand’s jewellery a personality — what would it be like?
If Swarovski’s jewellery and accessories collection had a personality, she would be confident, vibrant, versatile, smart casual and comfortable in her skin. To sum it up — the quintessential young woman who loves fashion and is elegant; but sure enough to take risks and experiment in her choice of accessories.
What are some of your best sellers?
Our bestsellers in classic jewellery are Angelic solitaire earrings, for evenings Alicia and Bella earrings. However, since our fashion collections present some great best sellers, Reverie pendant introduced for Valentine 2012 is soon becoming a huge favourite along with Pop earrings collection in several colours.
