Pakistan has an exquisite craft cluster industry - Middle East MD - Swarovski Professional

Andrew Mojica was appointed to the position of Middle East Managing Director, Swarovski Professional, in June 2013 and continues to serve in this important role. Based in Dubai, he has been responsible for setting up a cross-functional leadership team covering sales, marketing, trade marketing and supply chain with a view to strengthening brand equity, setting up new strategic partnerships and expanding direct coverage in the region.
As an accomplished executive with and outstanding record of 15 years of professional achievements in the Middle East region, Andrew brought to Swarovski a proven ability to develop robust sales and marketing strategies and the ability to be a strong leader. As a skilled manager of regions of geographical complexity, he also has strengths in decision-making, strategic vision mentoring and coaching. An excerpt of his recent meeting with BR Research is presented below.
BR Research: What is Swarovski?
Andrew Mojica: Swarovski is the world leader in fine cut crystal and fashion jewellery. It is an Austrian producer, headquartered in Wattens. Founded in 1885, Swarovski is celebrating its 120 years. We have over 80,000 products in terms of colours and combinations. We are a company that is founded on collaborations, and we have done that successfully with the international fashion industry. Swarovski has two segments: one is the consumer side. We are the other side called Swarovski Professionals, and we work with the manufacturers, educate them, and train them in using our crystals.
BRR: What is so distinctive about Swarovski crystal?
AM: We consider ourselves as affordable luxury. Our crystals are unique, and they are in myriad colours, shapes, cuts and forms enable scintillating creative expression.
BRR: Why Pakistan? And what areas do you wish to explore?
AM: We are now entering Pakistan's already thriving fashion business and very talented fashion industry. Swarovski is always determined to push creative boundaries and is fascinated to be working with Pakistani designers.
Pakistan has got an exquisite craft cluster industry, something that we have lost in the West. And this is what we will be working with to revive and evolve it on an international platform. Pakistan is also an important market for Swarovski, with its rich pool of young and vibrant design talents working within the country's rapidly expanding segments: couture, prêt-à-porter, traditional wear and footwear, to name just a few. It is also one of the top
textile exporters, and we
would like to bring in a western perspective to the already thriving industry to be able to fine tune the existing western needs.
In this regard, we will bring in value-added Swarovski products. Local manufacturers and producers will benefit from this as they will be exposed to a whole new area of trends, education and novelties.
These would mostly be B2B transactions, and one of the modes would be co-branding for sure. Designers and manufacturers will be able to use our crystals, work with design architecture and give their products a premium look, which is an important aspect of Swarovski brand. The greatest value addition would come from sharing our innovations and novelties with the Pakistani producers, who can then use our products to meet their customers' needs accordingly. We are looking forward to many rewarding professional collaborations in this exciting country.
It needs to be reiterated that our biggest focus is education and sampling; we aim to increase the current range, which was unavailable in the past. This is what we will be doing with our flagship store in Pakistan as well. We opened our first store in Karachi last year, and we plan to open one in Lahore this year. Secondly, we want to educate the users about the application technique. This is very important as people have not been working here with fine crystals. Last, but not the least, it's about the trends; in our flagship stores this is what the manufacturers and designers will learn from our team.
BRR: Tell us about Swarovski's latest endeavour in Pakistan?
AM: Swarovski has joined forces for the first time with the Pakistan Fashion Design Council (PFDC) to present 8 Swarovski Crystal Couturiers. It was a unique high-fashion event held in Lahore on February 28. Eight Pakistani designers, who were new to working with its crystals, were commissioned by Swarovski to produce an exclusive couture collection featuring the innovative use of Swarovski crystals. This collaboration is exciting especially coming after Swarovski entered the Pakistani market last year, when it teamed up with Fifth Element Group, sister company to Fakhruddin & Co, as its official distribution partner in Karachi.
The event showcased the talent of eight of Pakistan's top designers like Fahad Hussayn, Elan, HSY, Karma, Libas, Nomi Ansari, Saira Shakira, and Sublime by Sara. And the proceeds from the event went towards supporting the Pakistan Fashion Design Council's (PFDC) corporate social responsibility program.
The collection represented the breadth of contemporary Pakistani design that is making use of exquisite beadwork and embroidery to add a distinctive sparkle to the world of couture.