Crystal Man
On his recent trip to India, Bazaar spoke with fifth generation crystal tycoon Markus Langes Swarovski
Executive board member and spokesman Markus Langes
Swarovski was recently in Delhi to attend Swarovski’s Sparkling Inspiration event at the Austrian embassy. The evening showcased items that have been created using Swarovski crystals by Indian and international designers.
How was the event? The atmosphere was great. It was amazing to see all those creations from our partners and customers in India. It’s so different to see them in reality than in pictures, where there
is always a big difference. Where does Swarovski fit on the fashion stage? Over the past 15 years, our customers in the industry have helped establish crystal as a natural component of fashion for all seasons. The use does not depend on trends any longer. Crystal is no longer garish—look at the minimalist way it was used at the Chanel couture show, where they used it like yarn, and this is a totally different expression and method to the classical hot fix. The sophistication of the designers requires us to come up with new solutions and techniques, and this in turn helps establish crystal from Swarovski as a timeless ingredient for fashion now. Which is the most iconic Swarovski piece for you?
The Swarovski Chaton Crystal Stone. Our basic jewellery stone, it has been around for almost 120 years. It’s been our most successful product and it still has a future. For us it’s super—ultra-iconic, or the
family jewel if you will. What does Swarovski mean to you personally? It’s incredible to have these possibilities on this rather humble material. It’s a great gift and we have to make sure
it’s treated the right way.