Crystal Magic
Coloured crystals have become a personal statement in many Gulf households, thanks to Daum of France. Their thematic collections focus around art and nature

With the Middle East gradually going global and people here taking on the contemporary lifestyle of the West, coloured crystals are becoming favourite artefacts in the living rooms of many Gulf households.

The Middle East is gradually growing into a robust market for coloured crystals. They are niche market products and the shops that stockpile crystals are all exclusive, high-end outfits. Art and nature are the two recurrent themes into which these crystals are shaped.

A large segment of the purchases are made by repeat customers, who have developed a somewhat compulsive habit of buying these products since they are in vogue, and give a touch of glamour to the living room environment. But there are those who have a love for the range itself. These are the high-end buyers who take great pleasure in collecting and investing in art. For these art connoisseurs, coloured crystals are a traditional preserve, relating to them on an emotional level, having collected them over the years.

Daum of France has played a key role in bringing coloured crystals to the Middle East market that comprises high-end outlets in Kuwait, Dubai, Abu Dhabi, Jordan, Teheran, Saudi Arabia, Lebanon, Bahrain, Syria, Oman and Doha. Wherever the company launches a collection, there is a thematic undercurrent to it. Daum launches 2-3 collections every year. For example, for the China collection, Daum took inspiration from old Chinese pieces partly sourced from Chinese artists.

Theme selection is vital for the company, for therein lies its identity. For a particular year, a theme is selected by Daum’s design director. They are planned two years in advance. Since manufacturing is a time consuming process, a sufficient time-cushion is preserved. Sourcing artists is another major exercise. Most of the time, artists are outsourced but now a growing number of designers have expressed their willingness to work with Daum, owing to the name and credibility it has earned in the market.

Around 10 per cent of the annual turnover of Daum comes from the growing market of Middle East, courtesy its strong distribution network. The growing segment of new collectors explains the spiralling turnover of the company.

Exhibitions play a major role in showcasing Daum’s products. As part of its marketing strategy to showcase its ware, Daum takes part in two exhibitions annually – one at Paris and the other at Milan. The objective is threefold – to show Daum’s collections and range of products, to attract artists and retailers.

Founded in 1878, Daum, has broad-based the export market of this exclusive ware over the years. Markets in the US, Russia, Eastern Europe and the UK and now the Middle East are now evincing an increased interest in Daum brand. Exports bring handsome revenue for Daum’s business – a whopping 60 to 70 per cent. With a 9-10 per cent annual growth rate, the future is certainly bright for Daum Inc.

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