With more innovations being brought to the table, Swarovski Gems is gradually expanding its market presence in Southeast Asia.
Swarovski Gems, a branded subsidiary of global jewelry giant Swarovski, sees the Southeast Asia’s improved economy will pave the way for the business to reach untapped markets in the region.
“In terms of sales, Southeast Asia and India represent our largest market with around 35 percent contribution to the business,” Kurt Zbinden, regional director for Southeast Asia and Indian subcontinent at Signity (Thailand), marketing arm for Swarovski Gems’ products.
He furthermore says that the Austria based Swarovski is in the process of making Thailand become Swarovski distribution center for manufacturers in countries such as Indonesia, Thailand, Malaysia, Sri Lanka, India, to name a few.
“I’m happy with around 10 percent annual growth in Southeast Asian market. The growth nevertheless still lags behind China and India being Swarovski’s two fastest growing markets, respectively. As for Indonesia per se, I can’t tell the exact percentage growth, but what I know for sure is that Indonesia’s strong economic growth has strengthened market confidence,” Kurt asserts during an interview with HighEnd at Jakarta International Jewelry Fair 2012.
As Indonesia’s economic climate is conducive to investment and business development, Kurt is convinced that there is ample space for Swarovski to expand its market presence in the archipelago.
“As for Swarovski Gems, our business development strategy has been executed by launching new innovative products to stimulate demand,” he says excitingly, pointing at some new products exhibited at the fair.
Indeed, the company is scoring more success with more sparkling product innovations, which include new colors and new cuts of gems and created stones. Among them are Fancy Diamond Cuts, the Swarovski Gems’ latest innovation and addition to the Pure Brilliance Concept for Simulated Diamonds.
The company also introduces Fancy Diamond Colors to enhance created stones with the colors of fancy yellow, fancy pink, fancy blue and fancy brown. The colors equate to those of nature’s most celebrated colored diamonds, the Tiffany, the Agra, the Hope and the Golden Jubilee.
Published in HighEnd Mag, July 2012 edition.