By Associated Press
DALLAS – As a member of the famed Austrian crystal family, Vanessa Swarovski Piedra grew up around beautiful sparkling objects. Now she’s creating a few of her own.
Swarovski Piedra, the great-great-granddaughter of Swarovski Corp. founder Daniel Swarovski, launched a jewelry collection this fall featuring Swarovski crystals under her own brand, VSP. And plans for the brand extend beyond jewelry, including candles, crystal-studded pashminas and throws, and crystal-adorned furniture.
Swarovski Piedra grew up near the Swarovski headquarters in Wattens, Austria, located just outside of Innsbruck, surrounded with that tradition every day: Her father is chief executive officer of Swarovski.
At age 14 she spent a summer learning goldsmithing at the Design Institute of Rome.
“When you’re around it so much, you just grow up looking for it,” said Swarovski Piedra, 40.
Her collection is playful and young: shimmery bracelets featuring tiny crystals that can link together to create necklaces or belts, crystal pendants hanging from cords, even children’s pieces.
Bob Maxwell, who has carried VSP jewelry since November in his Warwick, N.Y., boutique Style Counsel, said the pendant – which comes with or without a diamond – makes a bold statement but isn’t overpowering.
“It can be dressy or they can wear it casually with jeans and a white shirt,” he said.
Another line features crystals backed with faces from old master paintings. “It’s such an untraditional use of the product. You’re wearing art,” said Colleen Brennan, creative director of VSP and a partner, who came up with the idea.
The collection, which debuted this fall at the Dallas Apparel and Accessories Market Show, is already being carried by several boutiques across the country. This spring it will be available in Macy’s Herald Square location in New York City, Swarovski Piedra and Brennan said.
The pieces range from about $60 to $600. Swarovski Piedra and Brennan aren’t too worried about the effect of the ailing economy, saying that crystal jewelry allows people to get a quality item without the cost of more expensive fine jewelry.
Designers are more often mixing fine jewelry – precious metals and gemstones – with less expensive materials, said Helena Krodel, spokeswoman for the Jewelry Information Center, a trade association.
She said the combination helps keep prices down, resulting in more sales.
Maxwell said that in a troubled economy, it helps to offer something new.
“It really has to be something that grabs people,” Maxwell said. “I don’t think people are looking for something they’ve had already.”
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Source: http://www.bostonherald.com
