NEW YORK, Jun 29, 2009 / FW/ – Thursday night’s star studded Swarovski CRYSTALLIZED opening sparkled as brightly as the crystals inside this brand-new concept store in Soho.
To support the launch of its new retail concept, Swarovski CRYSTALLIZED has teamed up with Blake Lively and the non-profit, charity: water. Lively, who was wearing Roberto Cavalli for the evening, unveiled a special-edition Swarovski CRYSTALLIZED necklace, which was also worn by Chloe Sevigny at the event, from which 100% of proceeds will benefit charity: water.
The flagship New York City store, where customers have the chance to tap into their own creative genius and customize their own jewelry, is the only one of its kind in the U.S.
“Swarovski is thrilled to announce the opening of the Swarovski CRYSTALLIZED Concept Store in New York. It seems fitting that a store which encourages such a wealth of creativity should be located in a city so full of talent,” says Nadja Swarovski.
“We are delighted to partner with charity: water, an organization that shares with Swarovski its commitment to water and perfectly advocates our beliefs as a company,” Nadja added.
Lively was proud to serve as the evening’s host where she mingled with other hot Hollywood actresses such as, Lucy Liu, Evan Rachel Wood and Chloe Sevigny. Designer Erin Fetherston and Fern Mallis, senior vice president of IMG Fashion and judge of the Fashion Show TV show were even there to show their support of the new Concept Store and charity: water.
“I am honored to be a part of this exciting partnership between Swarovski CRYSTALLIZED and charity: water,” says Blake Lively. ‘The availability of clean water is such an important issue that it is wonderful to be involved in a project that is striving to make this basic resource available to all people throughout the world.”
Along with the donation of proceeds from the limited-edition necklace, the brand will fund charity: water- supported wells, providing sustainable, clean water solutions to countless people in need.
The limited-edition Divine Rock necklace is priced at $88.00 and will be available at 499 Broadway and on line at www.swarovski-crystalized.com through the end of August 2009.
Photos by Lauren Scruggs