Vanessa Swarovski Piedra, a member of the Austrian crystal dynasty, aims to combine her name and design talent into a new lifestyle brand called VSP.
This story first appeared in the February 16, 2009 issue of WWD. Subscribe Today.
The first step, according to the South Lake, Texas, resident, is the launch of a line of fashion jewelry glittering with her family’s crystals.
“We wanted to create something fresh and different for the customer,” says Swarovski Piedra, who has worked in the gemstone division of Daniel Swarovski Corp. A.G., named for her great-great grandfather.
The most unusual group in VSP takes chunky Swarovski crystals made for chandeliers and backs them with classic images by Dutch masters and Italian Renaissance painters, including dogs, cherubs and religious iconography. The group wholesales from $40 to $500.
VSP also features the smallest crystals Swarovski has ever cut, flaunted on pavé microsuede wristbands that can be snapped together to form necklaces, belts or boot cuffs. They come in multiple colors and sizes, and wholesale from $35 to $68.
On tap for fall are pashmina throws and furniture using crystal in lieu of brass tacking, and a fragrance and scented candles are also in the works.
Macy’s Herald Square has agreed to carry VSP, and the line was shown at the Dallas Market Center and AmericasMart in Atlanta in January, among other shows.