Crystal Avenue’s Preciosa Receives Invitation to join the International Trade Centre’s Ethical Fashion Initiative

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Working with Africa's local craftsmen to showcase the best of ethical fashion jewellery

Crystal Avenue
It will be inspiring to see the designs that will now result from this partnership between Preciosa and local craftsmen and women in Africa.

Fashion designers such as Vivienne Westwood, Stella McCartney and Manolo Blahnik are renowned for using traditional Czech beads in their creations – with another joining the trend, in the form of Czech crystals distributor, Crystal Avenue.

The UK’s leading authorised stockist of Preciosa has received an official invitation to join the International Trade Centre’s Ethical Fashion Initiative (ITC EFI) after a recent visit from initiative consultant Marion Hume, a British fashion journalist.

With Czech beads coming in such a rich assortment of styles, colours and sizes, they make the perfect accompaniment to the designers' work, lending an intricacy and brilliance to any costume.

The sewing or embroidery used in adding Czech beads to such designs is a genuine skill that is already practised in traditional African communities, with many clothing and textile products embroidered using Preciosa traditional Czech beads.

The ITC EFI seeks to link marginalised groups and ethnic communities with the icons of international fashion, allowing designers to present ideas to ITC staff who then train thousands of indigenous Africans in various crafts, such as sewing or embroidery.

During her visit, Hume was able to inspect the vast collection of seed beads at Preciosa, admiring the workmanship involved in producing the "tiny miracles of glass".

And Crystal Avenue, the UK's leading authorised distributor of Preciosa crystals, said the initiative was good news for designers and wearers, not to mention the African communities themselves for whom it will mean work and a livelihood.

Wendy C. Miller, Director at Crystal Avenue said: "The ITC initiative has a superb track record of connecting these talented and skilful communities with companies that genuinely value their craftsmanship.

"The use by some of the world's leading fashion designers has meant that embroidered Czech bead designs have never been more popular, which is why we are seeing such a surge in demand for Crystal Avenue crystal beads at the moment.

"It will be inspiring to see the designs that will now result from this partnership between Preciosa and local craftsmen and women in Africa."

Coming in many different colours, shapes, sizes and finishes, Preciosa crystals are perfect for use not only in embroidery but also in other intricate costume jewellery designs.

As well as beads, crystal buttons are a hugely popular product with designers and craftsmen, as well as crystal mesh, plastic and metal trimmings, accessories, tools and adhesives.

For more details about Crystal Avenue's collection of Preciosa crystals, visit http://www.crystalavenue.co.uk.

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