In the world of jewellery Swarovski are a luxury brand just like that of Tiffany or Harry Winston, but in recent years they seem to have faded a little, perhaps their budgets have reduced just like the rest of us. However, Swarovski are a brand that cater for dance couture and through using this type of sport they are making themselves into one of the biggest brands in the world, exporting to Europe, America and China. Ballroom and Latin American dancing is one of the biggest sports in the world and it's ever growing through documentaries and reality TV series's, consumers are receiving more knowledge about dance than ever before.
Chrisanne is the world's leader in ballroom and latin couture, which established in 1986 and constantly sets the benchmarks in the world of dance fashion. Swarovski are part of this world providing gems, which are known as stones to dancers, dress makers, suppliers and officials. These stones are what creates the finishing touches to the ballgowns, similarly to the last detail on a Vivienne Westwood outfit.
Other brands also appear to have focused on the swarovski stone idea, as this summer Karen Millen featured peep toe shoes covered in the stones using a pale pink satin heel with crystal AB stones, they were very glam and very popular, showing that this type of detail is translating from dancewear to retail. I am sure we will see more of this trend.