Crystal clear: Swarovski’s first stop in Pakistan

Crystal Company makes luminous entry in Zamzama in collaboration with Fifth Element Group.

KARACHI: Swarovski, the international crystal company, has teamed up with the Fifth Element group to launch its loose crystal business in Karachi. Crystals from the global leader in cut crystal and fashion jewellery will now be easily available to fashion designers, shoe designers and jewelers around town with their first store on Zamzama. The launch took place with a press conference at a local hotel, where Andrew Mojica, Managing Director, Swarovski-Middle East, shared the details of their business in Pakistan.

“Swarovski has teamed up with Fifth Element in introducing this international brand here. At the global level, it has had a presence since 1895 and its crystals been used in the designer wear for years, including some of the top names like Coco Chanel,” Mojica said at the press conference.



The brand will work with a dedicated design consultant from Pakistan to provide practical support for trend research findings, including how to adapt such information to suit the local market.

He said that Pakistan is an important market for them with the industry having in its stride prêt, couture and footwear, where they are looking to promote these crystals. “Our design consultant for the country will be a key player in adapting to the current trend,” said Mojica.

Chairman Mohammad Nasir, of Fifth Element group believed that Zamzama is an ideal location for a business like theirs. “Zamzama is the best location thus far because it is surrounded by outlets of different designers and this will allow a more interactive atmosphere between our brand and the local designers.”

 Mojica, on the other hand, considers Pakistan textile hub where a lot more can be done and that is why they plan to offer globally followed trends as well as local ones. “Though it is always the more globalised offering that sparks interest, we will be open to localised demands too wherever possible,” he said. An ideal combination of Pakistani craftsmen and the growing fashion world is what makes Mojica really curious about their Pakistani venture. The aim is to shape Pakistani consumer behaviour with prime focus on design consultancy and trend education. Though, still new to the Pakistani market, the Swarovski Middle-East  director has been mingling with fashion designers in Pakistan and is particularly fond of Bunto Kazmi’s work, “I have met Bunto Kazmi and found her work very interesting and I will be meeting more designers in Karachi and Lahore very soon.”

Published in The Express Tribune, October 14^th, 2014.

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