BEIJING, May 24 -- Fans of Swarovski's bling-tastic jewelry can customize their own collection of crystal creations at the company's new flagship store in downtown Shanghai.

    Swarovski Crystallized, the Austrian designer's newly opened concept store on 522 Huaihai Road M, presents precision-cut crystals on rings, necklaces, earrings or brooches. It also allows customers to design anything from yellow serpents to peach blossoms by mixing and matching from its closet of crystal treasures.

    "Compared with Swarovski jewelry, the Crystallized store is more about personal style," said Markus Langes-Swarovski.

    "It invites our customers to delve in, play and explore for themselves the glittering possibilities opened up by Crystallized Swarovski Elements. It is about more than just buying a product," added the fifth-generation scion of the Swarovski clan.     

    The 400-sq-m store is the only one of its kind in Asia, a creative playground where customers can explore their own designing ability with the help of professional store assistants.

    It opened earlier this week and offers access to over 2,000 Crystallized Swarovski Elements. As such it presents a range of crystal colors, cuts and shapes in an accessible wall called the "Library of Light".

    With so many gems to choose from, however, it is best to do a little homework before diving into a new hobby as an amateur designer.

    The online jewelry store's design tool enables customers to discover their design preferences and create one-of-a-kind pieces. A range of templates allows for experimentation with different colors, shapes and cuts. Customers can then take this rough draft to the store for realization.

    For those who do not trust their ability to glue and paste differently colored balls of crystals together under the guidance of store staff, the shop has an extensive new line of ready-to-wear and exclusive jewelry. World-class designers Andre Putman, Philippe Ferrandis and Janis Savitt have all contributed cutting-edge pieces.

    Compared with Swarovski's usual fare, these lines are more edgy and youthful. The company's co-operation with Putman, the grand dame of French interior design, has produced a range called Fantastic Flowers. Putman has added a floral dimension to basic geometric shapes to soften them while combining silver and gold-painted crystal to dramatic effect.

    Other designs by Rodrigo Otazu, Philippe Ferrandis and Manish Arora are among the highlights. However Kenneth Jay Lane's collection outranks them with his startlingly original animal rings and bracelets.

    "Designer's collections change from season to season, so every year people will find various styles and pieces here," said Langes-Swarovski.

    (Source: China Daily)