NEW DELHI — Swarovski has launched its first jewelry collection specifically designed for the Indian market.
The 60-item line is inspired by Indian patterns, including filigree work, a specialty of India, made with tiny beads or twisted threads. The collection also uses the traditional and popular Indian pattern of paisleys.
The collection has been launched in the 40 Swarovski stores across India, and adds to the 1,200 items already available. It will soon be introduced into the 20 shop-in-shop Swarovski formats in department stores in the country, such as Shoppers Stop.
“We plan to build on it. It has brought a lot of familiarity for the consumer to see the filigree work in our stores,” Sukanya Dutta Roy, managing director, consumer goods business, Swarovski India Pvt. Ltd., told WWD. “We will continue to launch special collections for India twice a year.”
The Indian collection is positioned in terms of the Indian female consumer’s needs to balance jewelry with dramatic eveningwear as well as the enormous wedding market, she said. “Although Swarovski has come out with different designs for other countries, these are often very specific,” Dutta-Roy said. In China, for instance, a launch tailored for the country has designs that are much bolder statement pieces, pegged at higher prices.
The Indian gems and jewelry market is estimated to be worth $42 billion and is growing at 16 percent annually.
India and China are also the two largest gold consumers in the world, followed by the Middle East, and account for 60 percent of global gold jewelry. In recent years, the fashion jewelry market in India has been gaining strength, although analysts believe the fine detailing is still important to Indian customers.
“What attracted me was the fantastic potential Indian jewelry has to nurture modern interpretations. This is something that is totally inspiring to me,” said Nathalie Colin, Swarovski’s creative director. “It is true that for the Indian collection, we wanted to favor ornate and very sophisticated and fine filigree work. We wanted to create a truly feminine feel paying tribute to the extraordinary Indian jewelry heritage and culture.”
Colin stressed the delicate detail in her designs, as well, and the modern twist to traditional motifs. “The delicate detail elements such as milgraine on the motifs enhance the look of heritage, while the sleek polished feminine curves redefine the contemporary style of Swarovski’s design language,” she said.
The stones have been used in a variety of shapes, such as pear, oval and chestnut with cushion cuts, with the mango motif or paisley revised with modern design detailing and surrounded by crystal pavé elements.
An estimated 60 percent of Swarovski’s sales come from the jewelry segment.