Swarovski spells magic in India

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New Delhi, Mar 26 (UNI) Inspired by nature and fired by passion, Swarovski masterpieces are well catching the fancy of crystal lovers in India.

From glittering butterflies to cut crystal fishes, from floating turtles to bees sucking nectar, Swarovski designs a symbol of peace of harmony are purchased as wedding gifts, used in enhancing interiors and are even becoming an ideal way of expressing one's love on Valentine's Day.

Every year one of Swarovski designers create an exclusive crystal piece, the Annual Edition, available to members of the Swarovski Crystal Society (SCS) a group that reunites thousands of crystal collectors with a membership exceeding four lakh people across 130 countries.

The world's leading manufacturer of cut crystal came to India in 2002 and has 2,000 members from this country in SCS with an addition of 300 crystal lovers in the last 12 months alone.

''The membership is growing at a 40 per cent growth with Indians buying out Swarovski crystals at various occasions like Mother's Day, Valentine's Day and Deepawali besides gifting them on marriages,'' Mr Shiv Kumar, Country Head, Swarovski India told sources here.

The SCS unveiled its 'Wonders of the Sea' triology in India which coincides with the 20th anniversary of the society in 2007.

This year's Annual Edition a trilogy of 'Eternity', 'Harmony' and 'Community' comprises of three crystal pieces priced at Rs 22,495 each and together give an impression of an aquarium.

Started in 2005, the first motif 'Harmony' depicts two clownfishes borrowing honey from a flower created by one of its leading designers Martin Zendron.

''This depicts the peace and harmony between them and the promise that they will always stay together,'' the designer, who was in India to personally sign the addition, said.

It will be unveiled at Mumbai, Kolkata, Chennai, Hyderabad and Bangalore besides Delhi.

'Eternity' the second in series came in 2006 and denotes a turtle and a coral, designed by Michael Stamey.

As a freestanding design object, the piece brings a touch of the fascinating submarine world into any home ambience, the creator explained.

''These nature-inspired pieces besides looking attractive, also have a spiritual touch to them. Some people get memories looking at them for long,'' the designer of the third and final motif 'Community' Heinz Tabertshofer said.

'Community' depicts a trio of fishes who seem to move so gracefully together as if a gentle breeze is taking them on a journey, he interpreted.

The Annual Edition 2007 will be produced in a limited capacity and will be available only till December 31, 2007.

''No pieces will be made available on January 1, 2008 and will exclusively be for SCS members which are growing fast,'' Mr Kumar said.

The company in the gifting, fashion accessories and home decor business has a presence in six cities, including the metros, all over the country with about 13 shops.

Looking at the growing popularity of Swarovski crystals in India, the company will add more shops to reach 30 outlets by 2009. ''We are looking at 8-9 million people in the top 12 cities including Pune, Chandigarh and the metros in the next two years,'' the country manager said.

For being a part of this unique society one needs to pay Rs 2,750 for one year and Rs 4,500 for three years.

The Swarovski shops in India will be held by dealers authorised and trained by the company.

An average shop is spread across an area of 700-800 square metres.