Page 28 - Lighting Magazine December 2017

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HERE’S HOW TO PROVIDE THE RIGHT LIGHTING FOR EVERY CUSTOMER
Meet an industry-leading, family-owned manufacturer o ering superior residential and commercial lighting products at competitive prices.
“Crystal World o ers lighting showrooms and distributors ve key advantages: the diversity of our product line, tight quality control, competitive price points, shipping speed and top-notch customer service.”
-Ali Hameed, Vice President of Operations
Some people just have a passion for lighting: Crystal World President Kanaan Chasib has manufactured and sold qual- ity residential and commercial lighting
products since the ’70s. Ten years ago, Chasib moved from Canada to China to open a new manufacturing plant. “We started with 300 SKUs, and we’ve grown to an impressive 4,000 SKUs,” says Ali Hameed, Chasib’s son and vice president of operations for Crystal World, “with additional custom products we create for customers, espe- cially those in the hospitality industry, like hotel chains, restaurants and bars.”
In-house designers based in Crystal World’s China plant push out 300 to 400 new SKUs annually. “They attend the Light + Building show in Frankfurt and the Euroluce show in Milan for inspiration, so they’re on the cutting edge of design and functionality in our styles,” Hameed says. “Plus, because we manufacture our own products, we control quality and price points. We pass our savings to our distributors, and then to consumers.”
4,000 STUNNING LIGHTING PRODUCTS
While Crystal World is known for its high-quality, gorgeous crystal lighting xtures, the manufac- turer also o ers a wide variety of residential and commercial products and styles to t almost any taste and décor. “We o er such a diverse line, en- abling brick-and-mortar stores to compete with online retailers that have taken a huge market share,” Hameed says. “We enable our distributors to o er their clients 4,000 residential and com- mercial products. They can cater to customers who walk in their door and want personal service.”
On the commercial side, Crystal World produces an array of LED panels and industrial unit high bay lighting, among other popular prod- ucts. The team also tackles custom orders. “We worked with a national hotel chain to develop
table lamps with both an outlet and USB port on top of the base,” Hameed says. “We produced 7,000 units with a turn time of just four months.”
To help distributors appeal to consumers shop- ping for their homes, Crystal World o ers lots of product options from traditional chandeliers, to wall sconces and vanity lighting, to oor and table lamps. “What’s important is we o er lighting in industrial, rustic and country themes to appeal
to buyers who like those styles or live in certain geographical areas,” Hameed says. “New York and Florida are our biggest crystal connoisseurs, and Southern states like rustic and country most.”
FOCUS ON CUSTOMERS AND PRODUCTS
Hameed oversees Crystal World’s distribution operations centers in Toronto and Bu alo, NY, with an extreme focus on customer service. “Besides o ering deep product diversity, competitive price points and quick turn time, we’ve created a fan- tastic customer experience,” he says. “Every time a customer calls, we guarantee you’ll reach a live person on the phone, and we respond to every email within an hour.”
Since Crystal World operates its own manu- facturing plant, the team reacts to customer feedback about an order almost immediately. “Rather than sending the information to a third- party-owned facility, we act right away,” Hameed says. “If a client contacts us with a certain recom- mendation, for example rod or wire lengths, we adjust it at the assembly line immediately for the next batch.”
The manufacturer also diligently ensures its products meet safety standards. “Plus everything goes through two phases of quality control: once before heading to our distribution centers, and the second time we open every box to check for any aws in the products before we ship them out to clients,” Hameed says.
So what’s next? “We’re working on recessed LED pot lights and outdoor lighting options,” Hameed says. “It’s a very exciting time for
Crystal World, and we’re thrilled to share our new products with our distributors.” Learn more at crystalworld.ca.
WWW.CRYSTALWORLD.CA