Swarovski's products introduced a conceptfashion jewelleryto the market. They have the same settings of fine jewellery, but use crystal instead of precious stones. They also are able to offer new lines every season, giving consumers options such as different colours.

Swarovski's designing director, Rosemarie Le Gallais, who started Daniel Swarovski Accessories Collection, realized over 10 years ago how important accessories could become as part of the fashion industry across the globe.

"In China, it is the accessories that sell, not the clothes," Pyrah says. "Only very rich people here can wear Chanel from head to toe, and many people only wear Giordano or Max Mara but carry Louis Vuitton bags and Swarovski bracelets."

"Chinese are very smart," Pryah says. "They have limited income, but they know how to dress themselves with the right accessories."

Xu Dan, a local sales assistant working at a foreign company, reiterates this claim. She says she has four Swarovski necklaces, one pair of Chanel earrings, two Gucci handbags, one Louis Vuitton handbag, but no big name brand garments.

"With these accessories, I can dress in different styles for different occasions," Xu says. "They are more useful than a single garment."

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