Thinking Outside the (Jewelry) Box?

by Jennifer Heebner, senior editor -- JCK Online, 4/1/2005 2:00:00 AM

In the art, music, and literature worlds, it's called "genre crossing"—combining two genres to create a new one. (Novelists Lindsey Davis and Steven Saylor, for example, combine mystery with history, setting their detective novels in ancient Rome.) In the whirlpool-bathtub world it's called Morphosis—at least that's what Jacuzzi calls its plan to bring in high-end design concepts from other industries. The initiative kicked off with a series of three whirlpool bathtubs designed in conjunction with Pininfarina, which usually designs Ferrari cars. JCK wants to know if jewelers have looked outside their industry to develop innovative designs. If you have, please e-mail Jennifer Heebner, JHeebner@reedbusiness.com.

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