The crème de la crème of the crystal business consists of manufacturers that were founded decades, even centuries ago.

Crystal itself is a heritage, much like porcelain, mosaic tiles, and stained glass.

And there's always a risk in attempting to simply step into tradition.

First, because building a brand around a dichotomy almost always results in a core contradiction, preventing the development of authenticity and integrity.

Moreover, time is the single most important edge any brand, business, or individual can have over others.

Or all others, for that matter.

The ability to keep a name alive across ages commands profound respect and proves excellence.

Still, the ultimate advantage of time is time itself.

Because time is the only opportunity to establish identity, processes, specialties, connections, status, and loyalty.

Consequently, the only way to success for a new player in a heritage craft is to make up for the missing past by summoning the future.

Innovation.

In addition to bespoke creations, the market leaders of new-age lighting offer modular systems.

As a result, the exact same products can be adapted for residential, corporate, or commercial use.

However, these modular systems rarely, if ever, incorporate crystal.

Heritage crystal brands, on the other hand, mostly evolved from glass manufacturers, which allows them to offer lighting as the cherry on top of their other products.

Yet, they are often constrained by their own traditions and style, limiting their ability to create fresh and contemporary designs.

Therefore, the market entry opportunity and competitive edge lie in the modernization and modularization of crystal.

Diamond is the crystal of the jewelry industry.

It has long been the gem of precious stones.

Widely considered the absolute best in terms of value, quality and role as a status symbol.

There is simply nothing that comes close, according to the most elitist standards.

This is what centuries of tradition and cultural history dictates.

And precisely because of this strict heritage environment, the majority of diamond jewelry is indistinguishable from one another based on stylistic features.

Just like crystal chandeliers.

The founder of Messika, the daughter of an influential diamond merchant, built her brand identity around this very idea.

Anecdotally, she couldn't find any modern diamond jewelry that suited her taste, so she created it herself.

Her signature sliding diamond structure now forms the core of 13 of the 29 collections currently available.

One design, one story, 20 years, and nearly 300 million euros in annual revenue.

Lighting is a necessity.

And necessities often bore people.

These are objects that only get noticed when they are doing a lousy job.

Everyone expects them to be there, working seamlessly and unnoticed.

But what if this brand doesn’t just create lighting fixtures?

These products fundamentally redefine the relationship and energy between people and space.

They bring light not only to the physical world but also to the abstract realms.

Positivity, fulfillment, and happiness to those around them.

Then the boring object transforms into a work of art, and the business into a brand.