Swarovski, one of the world leaders in precision-cut crystal has launched its new product brand Cystallised - Swarovski Elements.

More than 300 guests attended the event entitled SeVen was held in association with Quintessentially & Al Barari at Burj al Arab, the company said in a statement.

Presenting an inspired creative co-operation with seven leading fashion designers from the region. The event also set the stage for a charity auction that will raise funds for a worthy charitable organization.

Inspired by the virtually limitless possibilities open to them by the world’s finest precision-cut crystals, the designers let their imaginations be ingited by the “Crystallised – Swarovski Elements to create highly desirable pieces for display at the launch event.

Seven leading fashion and jewellery designers entered into the spirit of the product brand launch by capturing the joy of the Crystallised - Swarovski Elements principles and expressing them in their own unique design language. The result was sparkling and very memorable crystalline dresses, accessories & full crystallized sets pieces that went straight to the heart of all those present, the company said in a statement.

Walid Atallah’s “Poetry of Precision”; Arushi’s “Objects of Obsession”, Rami Al Ali’s “Love at first Light”, Ezra’s “Technological turns Lyrical”, Sohad Acouri’s “Cracking the Code of Conformity”, Amato from Furne One’s “Elemental Attraction” and Michael Cinco for Jacy K’s “Catalysing Imagination” were all exceptional examples of their personal design craft and told the story of how Crystallised – Swarovski Elements now create brilliant new and very emotional points of reference right across the design spectrum, it added.

“SeVen has set the benchmark for creativity and luxury in the region’s fashion landscape,” said Swarovski Middle East Managing Director Werner Baumgartner. “By illustrating their design skills and the enormous potential of Crystallised – Swarovski Elements to awaken a passion for a touch of luxury, these designers have supported us to launch Crystallised - Swarovski Elements in the most positive way possible.” – TradeArabia News Service