Submarine advertising? http://www.paulgraham.com/submarine.html "Swarovski, who celebrates its 120-year anniversary this year, is a steward of a centuries-old Bohemian tradition, making use of natural resources in the Czech Republic and Austria. It’s a phenomenally innovative design studio and an impressively creative chemical laboratory, all in one. And, of course, it’s the beneficiary of absolutely genius marketing…
"What makes Swarovski’s crystals better than its competitors? It’s all about brilliance."
"well-cut diamond is always going to have more fire and more brilliance than a glass crystal,” says Walker. But that, really, is debatable, and also flexible: there’s only so much you can do to a diamond, but a synthetic material like Swarovski crystal has no limits."