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Swarovski launches fifth limited edition piece

Written by: Staff

Kochi, Sept 11: Leading Austrian cut crystal maker Swarovski today announced the launch of its fifth numbered limited edition piece, Elephant, of which only 10,000 pieces will be sold worldwide.

Priced at Rs 1,69,495, The 'Elephant' was put on display at the Swarovski store here today.

Standing at 20.4 cm high and 28 cm wide, the 'Elephant' will be available only to the members of the Swarovski Crystal Society (SCS), Swarovski India Pvt Ltd, Senior Manager, Communications, Pooja Chaudhry told reporters.

Swarovski will take orders for the limited edition piece till September 13. A draw of lots will be held at the Swarovski headquarters at Wattens, Austria, in October and 10,000 people will get the opportunity to own the new Swarovski crystal wonder, Ms Chaudhry said.

Swarovski Crystal Society, which has more than 400,000 members worldwide, is an over century-old family-owned company with a group sales turnover of Euro 2.14 billion.

It launched its products in India in 2002. Swarovski India presently has 2,000 members and ten showrooms, including the one in Kochi.

Besides cut crystal artefacts, the company produces crystal jewellery stones and crystalline semi-finished goods for the fasion, jewellery and lighting industries.

''The last limited edition piece, Bull, launched in 2004, had got nearly 800 orders from India. Of them, nearly 25 people managed to get the piece, which was priced at about Rs 1,50,000. I expect the demand for the 'Elephant' to be even more,'' Ms Chaudhry said.

Describing the response to Swarovski as ''good'' in India, she said the cut crystal collectors cut across a wide section of people with a large number of middleclass buyers also being passionate about crystal collection.

The fifth limited edition piece 'Elephant' joins the earlier limited edition artefacts 'Eagle', 'Peacock', 'Wild Horses' and 'Bull'.

It has been designed by crystal designer Heinz Tabetshofer and portrays an African Bull Elephant, signifying wisdom and dynamism, Ms Chaudhry said.


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