Crystal products have long been known for their exquisite craftsmanship and timeless elegance. There’s a good reason why some of the most notable awards—such as the Ernst & Young Entrepreneur of the Year Award and the Global Recognition Awards—are commemorated with crystal. Organizations have long presented them for major milestones like years of service and sales goals, but now they’re shifting to also using them for smaller recognitions that highlight frequent, constant, and individual contributions.

The Timeless Elegance of Crystal

New trends and technology are elevating how crystal gifts are designed, produced, and appreciated.

By: Matt Dixon

(Originally printed in the July/August 2024 issue of Insights.)

Crystal products have long been known for their exquisite craftsmanship and timeless elegance. There’s a good reason why some of the most notable awards—such as the Ernst & Young Entrepreneur of the Year Award and the Global Recognition Awards—are commemorated with crystal. Organizations have long presented them for major milestones like years of service and sales goals, but now they’re shifting to also using them for smaller recognitions that highlight frequent, constant, and individual contributions.

Crystal awards have been used since the early 1990s, and they have changed significantly over the past 35 years, according to Sherry Armstrong of Award and Sign in Greenwood Village, Colorado.

“Every year, more exquisite designs are created,” she says. “The creativity never ends.”

When a type of product has been around so long, consumers may grow tired of it or trends may make it outdated. But crystal seems to have staying power as it's proven to be a reliable product offering for award and engraving shops.

 

Why Crystal?

“Crystal seems to have a reputation for being more ‘impressive,’” says Megan Raymond of Raymond’s Trophy & Awards in Bakersfield, California. “The interesting thing is, it’s not always the better option, but sometimes it’s hard to convince the client of that. What often sways a client, even more than the price, is that it comes in a nice box.”

Awards and trophy clients have a lot of options to choose from in terms of style and construction materials, but when it comes to seeing immediate value, people like crystal because it feels “heavy and substantial,” according to Raymond.

“It’s as if people look at crystal like the ‘diamond’ of the awards,” she says. “Not all diamonds are quality diamonds, but tell someone it has authentic diamonds and they will tend to feel like it’s a better piece.”

The Growing Demand for Customization

One of the most significant trends in crystal is the rise of customization. Gone are the days when crystal awards were simply elegant but generic. Today, clients are looking for pieces that tell a story, reflect their brand, or commemorate a unique achievement in a personal way. Award shops are leading the charge by offering advanced laser engraving techniques that allow for intricate designs, personalized messages, and even the incorporation of company logos and colors.

Crystal Awards made by Raymond's Trophy & Awards.

However, it’s important to remember that “unique” and “custom” don’t always mean starting from scratch.

“Their artwork and imprint choices make their awards unique to them,” says Josh Gerads, brand manager at Crystal D, a gifts and awards company in St. Paul, Minnesota. “We can also explore custom designs, but most often we can accomplish the end user’s desires with a standard design and a unique combination of imprints and artwork that support their objectives and brand.”

Interacting with the Awards

Clients are increasingly enjoying new ways to interact with their awards, according to Gerads. One way to do this is by integrating technology. Augmented reality (AR) and near-field communication (NFC) are being used to add a digital layer, making it possible for awardees to scan their crystal award with their smartphone to get an additional message, such as a personalized video note from their CEO or access to a digital portfolio of their achievements.

 

A Crystal award made by GS2 Awards.

“People are loving the awards that have some kind of interactivity,” Gerads says. Another example of this is with Crystal D’s Goal-Setters. These feature an optically clear etching panel ready for text, logos, or graphics. Over time, blocks can be added with individual or team names, dollar amounts, project metrics, or other metrics.

“So the recipients can literally rack up their or their team’s wins,” Gerads says. “They create a source of pride that builds over time.”

A Focus on Community Stewardship and Sustainability

One of the biggest trends in awards, and the larger promotional industry, is the focus on corporate stewardship and giving back.

“Customers, especially the younger generations, have a heightened interest in supporting companies with philanthropy core to their businesses,” he says.

As companies continue to look for ways to connect with their employees and customers, they’re looking for products and experiences that align with their values. Crystal D recently launched a program for this called Legacy Gallery. The company donates 20% of all the products purchased from this gallery to four charities chosen each year.

“The awards are stunning, but it’s the giveback element that really stands out,” Gerads says.

A crystal award to honor a public service worker.
Image courtesy of Raymond's Trophy & Awards

Gerads says that when weighing options, people are inclined to make purchases that make them feel good and are connected to a cause. This kind of value-add will continue to be a factor that differentiates companies in the industry.

As for the global push toward sustainability, the crystal awards industry is trying to find ways to avoid being left behind. While the fact remains that these crystal awards will last long after the recipient is gone, and not all crystal awards are recyclable, the industry can focus on many ways to be environmentally responsible, such as using environmentally friendly packing materials, limiting sourcing materials to the nearest provider, and finding other ways to offset a carbon footprint.  

Incorporating Mixed Materials and Color Techniques

While the crystal itself remains the showcase of a crystal award, there’s a growing trend toward incorporating mixed materials to add texture and contrast. Metals like bronze, stainless steel, and even gold are being used alongside crystal to create striking, multi-dimensional pieces. This trend is particularly popular in high-end awards, where the combination of different materials can create a luxurious and sophisticated look.

This Goal-Setter Award style celebrates a team's project launches.
Image courtesy of Crystal D.

Braden Todd of GS2 Awards based in Boulder, Colorado, says one of his company’s favorite techniques with crystal awards is to use semi-transparent paint and then gild them with 18-karat gold and mica powders.

“Adding gold behind semi-transparent paint makes a gorgeous metallic shine that really stands out on crystal and glass,” he says.

Advancements in color application techniques are also making a significant impact. Crystal awards are no longer limited to their natural transparency. Vibrant, colored crystals are becoming more popular, with awards featuring gradients, ombre effects, and even embedded colors that create a visual impact. Gerads says color sublimation imprint technology and color additions to crystal are two big changes in the industry as of late.

Another Goal-Setter Award design honors employees of the month.
Image courtesy of Crystal D.

“The appetite for color and vibrance is ramping up more every day,” he says. “Orders for awards featuring colored crystal or Colorfill are in demand for their customizing and branding options, as well as the fact that they are seen as pieces of art and become conversation pieces.”

Interactive and Functional Awards

In a bid to make awards more engaging and personal, some designers are creating pieces that serve a dual purpose. For example, crystal awards can double as desktop organizers, paperweights, or even elegant light fixtures.

“What I do see is that more products are created as of late that combine the element of recognition with either art or a product that has a use or function,” Armstrong says.

This Encapsulate Award recognized medical advancement efforts.
Image courtesy of Crystal D.

This trend not only adds value but also ensures that the award remains a visible and useful part of the recipient’s daily life.

Some awards can also hold or display things that are a reminder of a special experience or a project. Gerads gives the example of Crystal D’s Encapsulate gallery, which features a capsule within the crystal that can hold and display things, such as beach sand from an incentive trip, rock scooped up at a groundbreaking, or faux pill capsules that represent a medical milestone.

“For these unique designs, imagination is the only limitation, and our customers have come up with some really fun ways to use them,” Gerads says.

Crystal can be used to capture a special memory.
Image courtesy of GS2 Awards.

An Evolving Standard

The crystal products industry is thriving, driven by the desire for high quality, innovation, sustainability, and a multitude of personalization options.

“Crystal awards are an industry staple. Even with a slowing economy and other concerns, these awards seem to be the ones that are consistently sought,” Todd says. “We predict the sales to continue and even grow as companies are looking for ways to show their appreciation to employees and generate higher morale within the business.”

Crystal awards can help acknowledge a benchmark or success of an employee, like this one made by GS2 Awards.

“I don’t know if they will ever become even close to obsolete,” Armstrong says. “Now that sophisticated imprinting processes are available to most all awards businesses, crystal awards are looking better than ever.”

Matt Dixon is a former editor of several key publications in the engraving and personalization industry, which he's been a part of since 2007.