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Swarovski Crystallized Concept Store launches

July 07, 2009
Actress Blake Lively, of the hit television series Gossip Girl, hosted the grand opening of the Swarovski Crystallized Concept Store.

New York--Swarovski Crystallized teamed up with Gossip Girl actress Blake Lively and not-for-profit organization charity:water for the grand opening of the Swarovski Crystallized Concept Store, a New York City flagship where customers will have the opportunity to purchase the company's loose crystals and create their own jewelry.

On June 25, Lively was the first to introduce the retail concept as well as a limited-edition Swarovski Crystallized "Divine Rock" necklace, from which 100 percent of the proceeds will benefit charity:water, an organization whose mission it is to bring clean, safe drinking water to people in developing nations.

Along with the donation of proceeds from the limited-edition necklace, Swarovski will also fund charity:water-supported wells.

The company said in a media release that since its birth in 1895, water has played an integral role in the development, sustainment and success of Swarovski, which has used waterpower as a method for cutting Crystallized Swarovski Elements.

"Swarovski is thrilled to announce the opening of the Swarovski Crytallized Concept Store in New York," Vice President of International Communications Nadja Swarovski said in the release. "It seems fitting that a store which encourages such a wealth of creativity should be located in a city so full of talent. 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."

The limited-edition Divine Rock necklace retails for $88 and is available at the Swarovski Crystallized Concept Store at 499 Broadway in New York's SoHo neighborhood and online at Swarovski-Crystallized.com through the end of August 2009.
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