Mother and Daughter United in a Project Combining Art and Crystals

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Editor’s Note

This article explores how crystals evolved from a niche passion into a mainstream trend, championed by celebrities and amplified through social media. It highlights the journey of pioneering entrepreneurs who helped shape this sparkling phenomenon.

Blühend: madre e hija se unen en un emprendimiento que combina arte y cristales 
The Crystals Trend

Crystals have become a trend obsessing celebrities and the entire social media community. Just look at Lali Espósito showcasing her crystal-embellished boots on her “Disciplina Tour,” Emilia Mernes wearing crystals under her eyes and on her microphone, or Natalia Oreiro hosting “¿Quién es la máscara?” with her crystal-covered tablet. But when Silvana and her daughter Sofía started this venture almost a decade ago, they never imagined they would become leaders in the field today.

Blühend

United by commercial talent and good taste, mother and daughter created Blühend, the family business that is now the fetish brand of pop artists. As its main activity, Blühend is dedicated to designing and manufacturing its own jewelry line, combining crystals with 925 Silver and some items with 18k Gold. They use only authentic European crystals, of the best quality in the world, sourced from Austria and the Czech Republic. Thanks to their work, commitment, and commercial honesty, they managed to partner with Swarovski as the sole official representatives in the country.
The pandemic led them to seek a new horizon within the brand, and after months of thinking about how to continue, they decided to venture into product customization. With the art and creativity that characterizes Blühend, they customize objects, launched their own line of t-shirts, keychains, and leather goods. After years of working together, mother and daughter achieved a strong positioning in the field, making their product accessible to everyone.

Exclusive Interview with Silvana and Sofía
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Blühend: madre e hija se unen en un emprendimiento que combina arte y cristales

We spoke exclusively with Silvana and Sofía, who tell us about their experience making art through crystals.

How was Blühend born?
“After many years of working in the commercial area of different companies, I understood that I needed to start a new path. A month later, I was sitting down looking for what to do, and the topic of sparkles came up because a friend had given me a little flag with Swarovski crystals that I loved. At that time, I believed the crystal theme was for a select few, a prejudice of mine. I started looking for market opportunities, unexplored niches. I sent an email to Swarovski, and they told me I could start working with them, but I needed to have a registered company, a website, and so I began my ant-like work. After two years, I already had my products, clients, I started selling jewelry wholesale and found that the path was there. Swarovski gave me the license and allowed me to be their distributor, working as a team with them. We had a great expansion, without much knowledge of the jewelry world, but with commercial talent.” – Silvana
What is the creative process like in creating these pieces?
“In terms of jewelry, we work alongside the workshop girls to design our product line. We look at the designs, the crystals, and define what can be carried out.” – Sofía
“We have different pieces with a variety of colors and crystals, but we always try to optimize the use of what we have in stock, especially because we work with European crystals and sometimes importation is difficult. Trends surprise you, the market responds well, and there’s a bit of everything. We seek to respect the trend and the customer’s taste, and even more so now that after almost two years without events, we decided to steer our jewelry line towards a more urban, more commercial product. We are increasingly adapting to the context, to society.” – Silvana
Blühend: madre e hija se unen en un emprendimiento que combina arte y cristales 
Blühend
What aspects do you consider in product customization?
“When we make 100% customized products, it is the customer who tells us what idea they have, what they want to do, and what budget they have. First, we make a sample and guide the customer on the quantity of crystals we need. We offer them options until we reach the product, always adapting to their need.” – Sofía

Maru Venancio, the stylist for Lali Espósito, saw on our Instagram some boots with crystals from Dua Lipa that we had shared as a reference. We told her that we hadn’t made that model, but if they wanted, we could customize them for the Disciplina Tour. It was a real challenge, and in the customization, we used almost 9,500 crystals. Later, they asked us to make her thermal cup, for which we used over 7,000 crystals with a chain design. Everything is manual work and takes a lot of time and dedication, placing crystal by crystal.
The crystals under the eyes are a characteristic look of Emilia Mernes, and we have accompanied her in this detail since 2019. Although at that time it wasn’t fashionable to wear crystals on the face, we were able to do this through her makeup artist, Juicy Make Up. Later, the idea arose to create a capsule collection together, a product that comes with a kit of crystals to place under the eyes. We also customized her microphone with approximately 4,500 crystals.
For “¿Quién es la Máscara?” we were contacted by Natalia Oreiro’s stylist. She told us they loved our crystals and wanted to make a customized tablet for the show. We loved the idea and joined in. They sent us the logo, told us the idea, their proposal. From there, we started production based on the design and budget.

Manual Process with European Crystals
Blühend: madre e hija se unen en un emprendimiento que combina arte y cristales 
Vaso customizado Lali Espósito

Every customization process is manual and is done entirely with European crystals.

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⏰ Published on: February 20, 2023