Swarovski joins hands with Jabong for jewellery kits

Premium crystal brand Swarovski has collaborated with online fashion destination Jabong.com to offer "Create Your Style" jewellery kits to women who like to express their individuality through style.

"Create your style is Swarovski owned brand and we are bringing it to India for the first time and we are doing it with Jabong. The first edition consists of earrings, necklaces, bracelets and pendants. It's not just another jewellery brand. The idea is to make it interactive, personalise and focus on style," Vivek Ramabhadran, managing director, Swarovski Professional, Swarovski India Pvt. Ltd., told IANS at the launch event here Thursday.

"The kit comes with a look book. We have worked with stylists. You can play with Swarovski crystal components and create different looks. You can match it with a plain white dress or a bold red one for evening or muted outfit for a corporate event. The flexibility is enormous," he added.

The kit will go live midnight.

Arun Chandra Mohan, founder and CEO, Jabong, which will soon launch brands of designers like Anita Dongre and Gaurav Gupta, is excited about the collaboration.

"Jewellery is becoming a big part of how people express themselves and adding Swarovski is exciting. It's an iconic fashion luxury elegant brand. We are giving opportunity to customers to customise a little bit because people are looking for some degree of personalisation. Yes, it's a product, but 'can I make it a more me' kind of thing," said Mohan.