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Silver screen gems

By Alexandra Steigrad | The New York Times | Updated: 2013-09-29 07:27

Silver screen gems

Douglas Booth stars as Romeo alongside Hailee Steinfeld, who plays Juliet, in the Hollywood production. Photos provided to China Daily

A jewelry brand is finding new sparkle in Hollywood productions. Alexandra Steigrad reports.

Hollywood is getting an embellished dose of the Swarovskis.

On a recent sunny, humid morning, Nadja Swarovski, a lanky, energetic blonde wearing sparkly crystal accessories, white pants and a hot pink twill jacket, cheerfully strode into her suite at the Mark Hotel to talk about her company's newest endeavor: a film production company.

An executive board member of her family's $3 billion crystal business, Swarovski chairs Swarovski Entertainment, the recently formed film wing of the firm that, just like a Hollywood production agency, finances and develops movies for the silver screen.

While the move might draw a few puzzled looks from fashion and entertainment quarters alike, Swarovski sees her entertainment group as a "natural evolution" in the company's mission to "foster creativity in the various business fields".


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