Everyone knows the phrase ‘opposites attract’, and now this timeless concept long central to leading world philosophies is returning to the global stage with a vengeance. The mutual fascination of polar opposites that causes them to gravitate towards each other has broken through barriers resulting in a new generation of man-made jewels. Swarovski‘s Gemstones Business is perfectly poised to bring together extremes of advanced high-technology and age-old, often near-extinct techniques of hand-artisanship. To use cutting technology to make genuine gemstones and created stones the very best they can be, to enhance their fire and light, to push the art of stone-cutting to new heights of brilliance and ingenuity, through undreamt-of, fantastical, custom-cuts and shapes, or the miraculous 120 facets on the smallest stone. Year on year, we see the unprecedented changes, both commercial and creative, that have come about through innovations like 3D printing and laser cutting, through the use of new materials and metals. All of which now make jewels more fluid and supple, more comfortable, ingeniously transformable, wearable, functional. There is a growing appreciation of man-made materials, synthetic stones, created diamonds. Man-made becomes a major concept, celebrating man’s achievements, the polar opposite of the organic, natural movement which merges with man-made to benefit the environment, science, humanity, medicine, art.
The strengthening fusion of art and science takes on an extra dimension in the phenomenon of soul-science, the meeting of spirituality and scientific progress, the irrational and rational, expressed in Enlightened Luxury and in a new wave of spiritual jewelry. The key to merging polarities, lies in the growing purchasing power and influence of Generation Y, the Millennials, the new consumers, with their confidence and open-mindedness, reliance on technology, non-linear thinking, their insistence on work-life balance, and most of all their willingness to accept and accommodate, and even to play with, polarities, extremes and contradictions in their lives. How to make jewelry relevant for this dynamic, new, emerging market, how to create a future market, how to keep jewelry alive and fresh is more crucial than ever. With that in mind think young, think global, think outside the jewelry box.