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Swarovski is the world’s leading manufacturer of cut crystal and has transformed itself from a maker of collectible crystal animal figurines to a highly

desirable brand to be found everywhere from Camilla Parker Bowles wedding hat to P Diddy’s mobile phone.

It was founded by Daniel Swarovski who, in 1892, invented a machine that could cut crystal. The company is still run by fourthand fifth-generation

descendants of the founder. It was taken over by Nadja Swarovski 10 years ago. She set about turning it into the fashion icon it is today. Its crystal

jewellery stones are now used in haute couture, jewellery, lighting, interior design,swarovki crystals, cosmetic products and crystal chandeliers are undergoing a

renaissance. As well as making branded luxury items,swarovski gioielli, the company also manufactures precision optical instruments, grinding tools and other industrial

goods.

In 2003, it achieved a total turnover of Eur1.68bn. It now has over 14,000 employees worldwide and manufacturing plants in 15 countries. Swarovski

earrings itself in its use of state-of-the-art technology and production methods largely designed inhouse. More than 600 people are employed in research

and development.

In 2003, 600,000 people visited the company’s crystal Worlds in Wattens in Austria. It was set up in 1995 to celebrate Swarovski’s centenary.

Swarovski has long been nurtured to become the icon of luxury that it is today. It has always collaborated with famous fashion designers which down

through the years included Coco Chanel, Christian Dior, Yves Saint Laurent, Roberto Cavalli, Emanuel Ungaro and Gianni Versace.

It has made huge strides in ingraining itself into the most lucrative aspects of youth culture. Swarovski crystals can be found on iPods and mobile

phones and it has set up a new brand called Crystallized with swarovski. It has even launched crystals-studded, readymade temporary tattoos.

• crystals silver

The trend that started with evening swarovski crystalss last fall is running rampant this spring – stilettos are everywhere.
Or so the fashion media would have you believe.
Vogue last month did a spread of heels so high and slim, the models couldn’t stand alone. Mirabella showcased six-inch heels. In fact,swarovski earrings, it was almost impossible to find a heel under three or four inches in most magazines’ spring fashion issues.
But are women buying stilettos?
Not according to the EDK Forecast, a newsletter that tracks women consumers’ attitudes. A poll in its January issue showed that 78 percent of women surveyed weren’t interested in buying a pair of swarovski gioielli with stiletto heels, and only 13 percent said they had bought a pair or planned to.
Both Kenneth Cole and Nine West swarovski companies are setting a three-inch limit on spikes for spring, and Cole Haan, Sam & Libby and Gucci are among those offering sexy, strappy sandals or Mary Janes with manageable heels.
Others have heels that are high but not too skinny – they have more of a base to stand on. The hottest seller for spring at Bloomingdale’s Willow Grove and King of Prussia stores is Via Spiga’s black patent T-strap with its high stacked heel. Ralph crystal has a similar number. And Donna Karan has an open- toe slingback evening sandal with a heel that looks like a stiletto from the side, but is thicker from the back.
Whether heels are high or low, the crystal jewellery will probably be patent leather – Ralph crystal even has a patent-leather sneaker.

Black patent "is selling like crazy," says Christine Gentry, Bloomingdale’s associate director of stores for public relations. Red patent is expected to be big later in the spring, she says.
And the tailored career swarovski gioielli with its chunkier two-inch heel has burst into spring in pink, white or blue patent – an ideal option for the woman who’s looking for just one item to update her wardrobe, says Judy Clapper, Macy’s public relations regional manager.
Also big in area stores: two-tone swarovski gioielli – black heel and toe, for instance, on a tan pump.
"Pretty is back, and so are high swarovski crystalss, but we still have to think about the career customer," says B.J. Bendyna, Strawbridge & Clothier fashion merchandising coordinator. "You really need the right crystal jewellery to set off the new (clothing) looks,swarovski gioielli, but I would think 2-to-2 1/2 inches would be the most- purchased heel."
Gentry concurs. Although high heels are selling for special occasions, women are sticking with mid to low heels for work. Patent Mary Janes with chunky heels have been particularly popular.
So in the stores, at least, two distinct trends seem to be evident: down- to-earth shoes for real life, sexy stilettos for fashion fantasies.