Editor’s Note
**Editor’s Note:** This article examines Signity’s high-profile debut at Baselworld, marking Swarovski’s strategic expansion into the branded synthetic gemstone market. We present this trend for industry professionals’ reference.
2008/04/01 06:00
Signity publishes its annual design trends for designers’ reference. (Image source: www.Signity.com)
By Wang Yingjuan / Taipei
Following last year’s launch of the “Crystalized” brand for its crystal elements division to officially name its suppliers, Swarovski will this year unveil its jewelry gemstone division brand “Signity” at the Baselworld watch and jewelry show in Switzerland.
Signity may still be an unfamiliar name to Taiwanese consumers, but if we mention “Sheng Liting,” it might ring a bell. Domestic gold jewelry manufacturers such as Jinsheng Gold and True Love Code have incorporated Sheng Liting cubic zirconia into their designs. Signity’s product range includes both natural and synthetic gemstones, with its most famous products being synthetic cubic zirconia and the synthetic gemstone Alpinite. Since 2007, Signity has collaborated with gemstone experts, master craftsmen, and trend researchers to publish annual jewelry design trends and produce gemstones that align with current trends for designers to use. Signity was established in 1999 as a joint venture between Swarovski and Golay, with the goal of becoming the leading brand in precision-cut gemstones and synthetic gemstones. In 2006, Swarovski bought back Golay’s shares, gaining full control of Signity’s operations.
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