This article first appeared in the Pearl Report 2023-2024.

The golden South Sea pearl has had a dazzling and illustrious journey to where it is at present: An epitome of enduring elegance highly sought after by the discerning and the affluent. At the centre of the golden pearl’s phenomenal rise to prominence is pearl specialist Jewelmer of the Philippines.

Renowned for producing premium-quality golden South Sea pearls and fine jewellery, Jewelmer continues to play a critical role in advancing the beloved gem’s luxury status and provenance.

According to company CEO Jacques Christophe Branellec, Jewelmer has been shining the spotlight on Philippine golden South Sea pearls since 1979.

“We are committed to constantly innovating and reinventing ourselves, ensuring that the beauty and lustre of the South Sea pearl is treasured around the world,” Branellec shared. “We are motivated by the need to continuously educate domestic and overseas markets about South Sea pearls.”

Jewelmer’s expertise, however, does not stop with pearl production and jewellery manufacturing – its mandate going above and beyond such aspects of the business. The company also leads initiatives placing golden South Sea pearls at the heart of a global sustainability narrative.

Jewelmer is likewise witness to the soaring relevance of pearls not only as a luxurious adornment but more so as an expression of individuality. This is especially true for a younger generation of consumers as well as male buyers who are emerging as the next big clientele for pearl jewellery.

Gold and multifaceted

Jewelmer has become the go-to luxury jeweller for traders and connoisseurs alike who are looking for refined pearl jewellery collections. Its design and craftsmanship remain unparalleled as it selects just the top 2 per cent of its harvest. This ensures that Jewelmer’s creations only feature South Sea pearls of outstanding quality, Branellec disclosed.

Complementing this is the company’s diverse and dynamic team of designers who expertly immortalises Jewelmer’s aesthetic philosophy and patented brand of sustainable luxury in every fine jewellery collection.

The golden South Sea pearl’s versatility also comes to the fore with the rise of a new customer demographic, noted Branellec.

“Demand for South Sea pearls is surging among men, especially in China, where they have become popular menswear accessories. Jewelmer is seeing a substantial jump in market size as this trend evolves and gains momentum,” he explained. “It is a pleasure to see men wearing South Sea pearls, whether as vehicles for self-expression or to advocate their interest in sustainability.”

Pearl market

Jewelmer maintains a strong presence within Southeast Asia and globally through its boutiques and authorised retailers in major markets, including Europe and South America.

According to Branellec, China has become a driving force in today’s pearl market, with Jewelmer’s sales in the country rising steadily in recent years. In fact, the company has adapted its marketing materials, websites and communication channels to various local languages in China to connect with a broader audience and to better facilitate customer engagement.

Jewelmer is also taking advantage of a digital revolution in China. Over the years, the pearl specialist has effectively reached a larger share of the market through popular social media platforms such as WeChat and Little Red Book where it can regularly update customers about new collections and ongoing promotions.

Branellec remarked, “Buyers from China are driving growth and fuelling strong demand in the pearl sector due to their increasing awareness of Philippine South Sea pearls as sustainable gems that offer long-term quality.”

Chinese consumers have likewise become more sophisticated and educated in their choice of pearls and pearl jewellery. The company official added, “Their preferences are flourishing and maturing – it is wonderful to see them gain understanding on the different value factors and appreciate the one-of-a-kind nature of the South Sea pearl.”

Jewelmer also recently launched its e-commerce business in Japan, an established market for pearls, as the company increasingly builds momentum for golden South Sea pearls in the country.

Advocacy-driven

Jewelmer continues to be an industry leader in innovation, environmental preservation and sustainability. Through the Save Palawan Seas Foundation (SPSF), a non-profit organisation established by Jewelmer in 2006, the company is able to support efforts towards the long-term conservation and protection of marine resources while providing income to local communities and municipalities through various livelihood projects.

Education is likewise central to the foundation’s mission. Most recently, SPSF started offering environmental education for children and fishermen through marine and fisheries presentations, which in turn, are opportunities that can provide members of the community with a better quality of life and other sources of income. Other programmes of the foundation include coral planting, organic vegetable planning, community seminars to raise awareness of endangered species around Palawan, and coastal clean-ups to restore the beauty of the island’s white-sand beaches.

“Through nurturing the communities that depend on marine resources, Jewelmer continues to offer sustainable livelihoods while staying true to its environmental advocacies,” noted Branellec.

Milestones

The year 2024 marks Jewelmer’s 45th anniversary, shared Branellec. This significant milestone symbolises the company’s manifold achievements in pearl farming and production, jewellery design, business expansion and sustainability initiatives – all towards the goal of preserving the golden pearl’s legacy.

Jewelmer is aiming to make the celebrations as lustrous as the legendary golden South Sea pearl with fresh and innovative product offerings and services.

“Alongside other retail concepts that are in the development process, we are also excited to introduce an exclusive new experience designed to cater to our most discerning customers,” revealed Branellec.