Sanjay Sharma of Swarovski is a man who needs no introduction. As a front runner in the office of the world’s most exquisite and most coveted crystals, Sanjay has had one accolade too many to his credit. The brand’s Country Head was recently in town making his first ramp outing at the IIJW on the 19th of this month. At the Best of the Best show, the man was called on the ramp to address the audiences. While what he said was predictable, what caught us unawares is the kind of brutal honesty he exhibited when we had an exclusive one on one with him.
We asked him to name the top three designers he thought could syndicate with Swarovski and without thinking too much, pat came the answer – “Rohit Bal, Tarun Tahiliani and Suneet Varma.” Then, in true corporate style, he justified his choice, “they use crystals like no one else does. As a retailer of the gems, they become my obvious choice.
Swarovski had crystalline installations at the India International Jewellery Week as well, similar to the ones at the recent Delhi Couture Week which ended earlier this month. “Some of these (installations) are assembled here, like the 30 feet elephant since it cannot be transported. Others are simply placed here. It takes about 30 hours for our design team to set up an installation at a venue.”
The one question that most have ignored in asking him is why don’t we see a known face associated with Swarovksi, even though it is one of the most fashionable lifestyle brands in the country? “We do not sell finished products. Of course crystals by themselves look beautiful and stunning and can find place in someone’s house or attire as a standalone gem, but not having jewellery made out of crystals makes us more of material provider rather than retailer. In such a scenario, having a brand ambassador doesn’t quite make any business sense.”
He also went on to explain that even though his is a fashion brand, they chose their associations very cautiously. We are not involved with every event or fashion week. With the India Couture Week and the Delhi Couture Week we sensed a synergy since both personified bespoken luxury. Here, at the IIJW, it’s a jewellers’ platform, most of who are our clients. Not losing focus is the key for a brand like us.”
And then, before signing off, he mentioned that they are now working in a direction that will ensure securing the future of India and the brand. In compliance to the same, Swarovski had launched a Jewellery Design Contest which invited jewellery design students from various fashion institutes to submit their design and the winner went to Austria at the brand’s Headquarters to tour the property and the processes.