A decline in the popularity of cut glass is forcing one of Scotland“s premier crystalware firms to break with nearly 150 years of tradition and launch a range of glass products aimed at younger custo…
A decline in the popularity of cut glass is forcing one of Scotland“s premier crystalware firms to break with nearly 150 years of tradition and launch a range of glass products aimed at younger customers. Edinburgh Crystal admits that the crystal market has shrunk by almost a fifth over the past ten years, principally because of the declining number of weddings in the UK. Crystalware features on 80% of wedding lists, but the number of weddings has fallen from about 390,000 a year to about 318,000 – a slump of more than 18% – over the decade. According to Edinburgh Crystal, based in Penicuik, its traditional expensive cut glass range – which can cost about UK 80 for six tumblers and UK 20 per wine glass – has also lost its appeal among many twenty-and thirtysomethings who are looking for less formal tableware. While a set of expensive cut-glass tumblers may be the traditional wedding gift, more often than not the crystalware is left sitting in a glass cabinet or cupboard because people are too frightened to use it. The company now hopes to tap into the booming interiors and home furnishings market and the growing demand for wine by going head to head with companies such as Habitat and Ikea with its range of more fashionable wine glasses, jugs, decanters, bowls and vases. Its new line of “Gallery” glassware is due to be launched in April. The origins of Edinburgh Crystal stretch back to the 1600s when a group of Venetians brought their glassblowing skills to the capital. The Edinburgh and Leith Glass Company, which became Edinburgh Crystal in 1955, was founded in 1867. Although the company has a turnover of UK 21 million a year, its sales have been virtually static as a result of increasing competition in the declining crystalware market. The decision to breathe new life into the operation follows an attempt by Wedgwood, the china manufacturer, to shake off its fuddy-duddy image. Last month Wedgwood brought out a calendar featuring semi-naked men and women striking a range of poses alongside its china and kitchenware. Explaining his decision to break from tradition and try to tap into a more contemporary market, Bill Soutar, Edinburgh Crystal“s managing director, said it was vital that the company moved with the times. He said: “This will be the first time we have brought out any other product under the Edinburgh Crystal brand. Although we are still the leading brand, the crystal market has shrunk from about UK 150 million to UK 120 million over the last ten years and is declining in real terms by about 5% a year. Because of this we decided to review our operation and put our skill into the glassware market. “Of course it is a brand with a long heritage and moving into a more fashionable market is worrying. But if today“s consumers are moving away what can you do about it?” Mr Soutar added that the decision to launch a range of more simple glassware reflected the trend away from formal dinner parties to more relaxed gatherings. Younger people are looking for simpler designs and tableware which they don“t have to be frightened about dropping or putting into the dishwasher. “Edinburgh Crystal is still viewed as precious, but people are almost frightened to use it. 80% of Edinburgh Crystal is bought as a gift and we know that not a lot of it is used.” The glassware will be sold at 130 stores across the UK, including Jenners, Harrods, Debenhams and House of Fraser. The company, which said it had no intention of dropping its traditional crystalware line, also intends to launch a range of simpler, more fashionable cut glass created by a team of young designers in May. Last night, Leigh Sparks, professor of retail studies at Stirling University, said there was a danger that the company might alienate its traditional older customers. He said: “There is a risk that bringing out a range of glassware might damage the brand and alienate the customers they have who may feel left behind as Edinburgh Crystal tries to tap into a new market. “It is probably true that crystal does not appeal to thirtysomethings any more but the company will have to be careful in choosing where its glassware will be sold. “The typical department stores where cut glass tends to be bought are not necessarily the sorts of places frequented by younger customers.”