| Swarovski, the $ 2.2 billion Austrian crystal component maker, is all set to unleash Xilion, its next-generation crystals at the Lakme India Fashion Week (LIFW) to be held in Delhi this month. Xilion was launched globally at the Mod A ‘Mont at Milan in February this year.
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| The product, with its 14 facets or edges (earlier crystals had 8), generates 25% more sparkle. The company’s country manager Sanjay Sharma hopes that Xilion will be the new generic name for crystals in the country in the future.
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| The Swarovski brand ambassador J Vallaya as well as other designer such as Rohit Bal, Rocky S, Malini Ramani, Manish Arora and Suneet Varma will showcase Xilion-embedded dresses on the ramp at the LIFW 2004.
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| “The Xilion crystal will be sold to fabric manufacturers and retailers through our dealers across the country,” says Sharma.
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| The garment brands that use the crystals on its products will have to carry a label — a kind of seal of approval from Swarovski which will say: ‘Crystallized with Swarovski’. “It will establish the tie-up between Swarovski and the clothing brand,” says Sharma.
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| With the launch of Xilion, Swarovski also wants to bust the myth that crystals are expensive. A single Xilion crystal costs one rupee, and to do-up zardozi sarees or traditional menswear (the fastest growing segment for Swarovski in India), it could cost between Rs 2,000 and Rs 5,000.
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| Apart from the garment component business foray, Xilion will soon be seen in the lighting, chandelier and door knob applications where Swarovski already has a presence. |
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