Nadja Swarovski has always been a celebrity. Her great-great grandfather Daniel Swarovski founded an eponymous enterprise and be–queathed to the world that extra sparkle on shoes, clothes and home décor — through shimmering Swarovski crystals, now a household name among the fashion educated. Quiz her about her wonder years in Austria and she flaunts her near perfect pearlies. “My house was right next to the factory. Through the windows I could see the mountains on one side and our factory on the other. I remember my father bringing me and my sister newly cut crystals with which we would make necklaces and other accessories,” she says. Talk about pricey toys! But for this fifth generation Swarovski, the crystals were never just playthings. Growing up around them made her develop a fascination and passion for these tinkly sparklers.

Today, she’s vice president of international communications of the company and clearly has a vision for her brand. “Ours is a design-driven company. And to me luxury is a matter of design and that too of a relevant product. From a decorative table top to a power ring (flashing the enormous bauble on her finger), the products should speak for themselves and be there for a purpose. To me, a crystal is just not cut glass; it’s a unique material in its own right. And I want people to see and feel that. We’re a multi-faceted company — no pun intended. But the truth is that Swarvoski’s heritage really is in the fashion industry,” she explains.

Driven by this vision Nadja revolutionised the label by tying up with international fashion bigwigs in 1999. “That was a crucial step in the evolution of Swarovski,” she says. “The colour and cut of a crystal was integrated through the visions of various designers. Alexander McQueen incorporated the crystals in a beautiful and innovative way and gave them a new connotation. So did Mr Pearl, Philip Treacy and many others. The crystal was not just used to add beauty but also as a thought to those designs,” she says.

Crystal going the couture way gave birth to another path breaking idea — Swarovski Runway Rocks — an internationally-acclaimed couture collection of spectacular catwalk jewels, specially commissioned by Swarovski to the most talented designers around the world. After enjoying great success in London, North America, New York, Beijing, it was Mumbai’s turn to witness the spectacle. A clutch of Delhi designers — Tarun Tahiliani, Rohit Bal, Malini Ramani, along with many Mumbai and international counterparts were the boys and the belles of the ball, giving sound bytes to clamouring electronic press.

On the Indian show, which encompassed an extravagant display of crystal, even as Jackie Shroff and Arjun Rampal watched bedazzled from the front row, she says, “I wanted to see the Indian interpretation of Runway Rocks. India has such a rich tradition and history in jewellery and supreme craftsmanship. The idea of the show has always been that the crystal is the hero of the creation. It amazes me each time because the briefing given to all the designers is the same, yet each design is so unique.” Impressed with the Indian design contingent’s remarkable enthusiasm, Nadja promises to be back with more later this year.

On the personal front she’s happily married, and mother to three angelic children, “who take up all my time when I am at home”. She also loves long walks and the occasional game of golf. “When you feel the grass against your bare feet it literally helps you keep your feet firmly on the ground!” she says. What if she ever tires of the sparkle and sheen of these enchanting bits of glass? “I’d end up being an eco farmer or a jewellery designer. I am living vicariously through all these designers,” she laughs. Nadja prefers a “practical wardrobe” as she’s a working woman. “My clothes are simple, but I make sure I accessorise right to make up for that,” she says. Her love for Manolo Blahniks and Christian Louboutin is well known. “I need a bigger apartment for my shoes. I console myself by saying that I am investing in art! In apparel, I love Alexander McQueen and now Manish Arora and JJ Valaya too.”