Lahore encrusted with Swarovski

Australian crystal brand collaborates with Nishat Linen to launch their jewellery collection.

LAHORE: Swarovski, the international crystal company, recently established a distribution partnership of their jewellery pieces with textile concern Nishat Linen in Lahore.

The inauguration event at Rajbah Framhouse encompassed a fashion show of outfits designed by Nishat’s in-house team to showcase some of Swarovski’s Autumn/Winter jewellery pieces. The showcase began with blingy cocktail get-ups, comprising gowns and jumpsuits, followed by ensembles in more neutral tones, black, cream, ecru and dull gold, worked into dresses and saaris. The clothing collection was aptly designed for the Swarovski pendants, which hung down the models backs as they carried studded phone covers and sported stacked bracelets.

Nishat Linen owner Naz Mansha believes that such collaborations are beneficial for Pakistan’s image and that it’s time that International brands realised the potential of Pakistan’s market. “While I am very happy to bring illustrious brand like Swarovski to Nishat Linen, I am happier to bring a brand of this caliber to Pakistan,” she said.



Rising prices and security concerns have prompted many people in Pakistan to consider wearing costume jewellery for the first time. The sub-continent has never conventionally been a place where people appreciate designer jewellery. There has always been a prejudice against 'fake' jewellery as opposed to real jewellery.

Cosmopolitan trendsetters have embraced the notion that jewellery is about more than the value of the metal and stones it contains; the impact transcends its intrinsic value. People are happily spending on costume jewellery by Shehla Chatoor and Outhouse, Swarovski will be popular with the same customers but needs to reach a wider customer base than these niche brands.

The price range at Swarovski is between Rs8,000 to Rs30,000, which is not exorbitant considering the prices of silver jewellery available these days. While it is being marketed as ‘everyday jewellery’ there are many opulent pieces available at Swarovski which are very attractive with finishing that speaks for itself, especially when compared to similar items available in the market.The quality and brand image augment its appeal for those to whom the price range is a stretch. For well-heeled buyers, Swarovski will easily become the gift-favourite that it is abroad.



The Austrian brand’s crystal rocks are already available in Karachi at The Fifth Element store in Zamzama but the jewellery collections are exclusive to Nishat. The range includes everything from pendants and earrings to phone covers and studded USB sticks. Swarovski’s initial five outlets will all be store-within-a-store at Nishat, while a standalone retail outlet will follow sometime next year.

Oxford-grad Salima Feerasta is a social commentator and lover of style in any form or fashion. She blogs at karachista.blogspot.com and tweets@karachista

Published in The Express Tribune, December 16^th, 2014.

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