This article first appeared in the Pearl Report 2024-2025.

It all started with a dream to promote the Philippines as a haven of extraordinary charm through the South Sea pearl. Four and a half decades later, Filipino-French pearl specialist Jewelmer is front and centre of this narrative, pushing to the fore Philippine artistry and the inimitable golden South Sea pearl as a favoured gem in global jewellery circles.

Established in 1979, Jewelmer has achieved manifold breakthroughs over the years. A profound milestone was when the brand launched in Tokyo, Japan in 2014, standing alongside renowned luxury houses like Bulgari, Cartier and Chanel, to name a few, at Ginza Mitsukoshi.

In 2018, the company took another step forward when it opened its first US boutique at the high fashion district of Worth Avenue in Palm Beach, Florida. Jewelmer’s presence now spans across five continents – a testament to soaring global demand for the Philippine South Sea pearl.

Another feather in its cap was an opportunity to design the La Mer en Majesté Crown – the official headpiece bestowed upon winners of the prestigious Miss Universe Philippines pageant. The diamond-studded crown with 17 golden South Sea pearls embodies Jewelmer’s innovative spirit and unparalleled craftsmanship. It was unveiled in 2022.

“Ultimately, it is an honour and a privilege to still be able to produce a pearl,” remarked Jewelmer CEO Jacques Christophe Branellec. “With Mother Nature in control of much of the process, pearl harvests are not guaranteed. Amid often unpredictable challenges, Jewelmer shines the spotlight on protecting and conserving natural resources – all-encompassing agendas ingrained in the brand’s actions.”

Pearl heritage

Jewelmer is celebrating its 45th anniversary in the pearl industry in 2024. Ever resilient and progressive, the company is committed to ensuring that the golden pearl retains its status as a paragon of sustainable luxury through inventive designs and environment-friendly practices.

The company recently expanded and redesigned five Jewelmer boutiques in the Philippines, with each shop thoughtfully conceptualised and created using locally sourced natural materials.

Alongside other retail concepts in development, the brand is also enthusiastic about introducing an exclusive experience catering to its most discerning clients: Maison Jewelmer.

Located at the heart of the Philippines’ central business district, the by-appointment-only private lounge is the largest Jewelmer boutique in the world and the first of its kind for the brand.

Drawing references from the pristine nature of its pearl farms and the golden South Sea pearl’s inherent allure, the company offers its clients a space that exudes warmth and luxurious comfort. The boutique is adorned with artwork by renowned international artists.

Jewelmer is also working on long-term projects and partnerships aimed at raising worldwide awareness of the South Sea pearl. New jewellery designs that revolutionise the pearl’s image while celebrating its reputation as a sustainable gem are also on the cards.

Sustainable operations

Jewelmer’s pearl farms, nestled in the gleaming waters off Palawan Island, uphold the highest standards of environmental stewardship and conservation, with sustainability at the core of operations.

The pearl farms act as “biogenerators” by contributing to the area’s marine biodiversity and biodensity without depleting the surrounding natural resources.

“Our processes do not hinder marine life from growing; they help promote it instead,” explained Branellec. “However, environmental changes beyond our control are constant reminders that Mother Nature is at the helm.”

Rising water temperatures, for instance, heavily impact baby oysters’ survival rates. Oysters are highly sensitive to shifts in their ecosystem while temperature is critical to their growth and development.

“With fewer oysters reaching maturity, our farms faced challenges in maintaining production levels. The scarcity of healthy oysters increases pearl cultivation costs and affects overall yield,” he noted.

Some oysters, however, exhibit “phenotypic plasticity” where they adjust their metabolic rates, reproductive timing or feeding behaviour in response to changes in their surroundings.

Jewelmer is undertaking extensive research and development in its hatcheries and applying selective breeding methods to nurture strains that are more resilient to temperature fluctuations. It is also studying new ways to enhance survival rates of young oysters.

Further raising the profile of Jewelmer as a premier pearl company is its sustainability agenda.

Fully funded by the group and its pearl farms, the Save Palawan Seas Foundation established in 2006 is at the heart of Jewelmer’s marine conservation and protection goals.

The foundation’s recent projects consist of early-childhood programmes to spread awareness about climate action among the next generation, marine and fisheries initiatives to educate fisherfolk on environmental protection, and waste management classes to promote changes in human behaviours and actions that lead to pollution.

“Within Jewelmer’s main offices and pearl farms, collective efforts are also made to ensure nothing goes to waste,” Branellec further revealed. “Ninety per cent of construction materials, including pieces of furniture and fixtures, are sourced from our recycled trash.”

These are turned into Polyboard, a sustainable and waterproof alternative to traditional building materials like plywood. Meanwhile, Styrofoam buoys from pearl farms, which are challenging to recycle, are collected, cleaned and melted into plastic blocks by a recycling company.

In addition, used oil from over 150 engines of boats and power generators from the farms are sent to recycling centres that filter and repurpose them into tarmac for roads.

Such ethical practices resonate deeply with environmentally conscious consumers, noted Branellec. “Ultimately, Jewelmer remains optimistic about the future and is confident that such initiatives will drive significant growth and success for years to come,” he continued.

Onwards to the future

The next decades will prove critical to further elevating the Philippine South Sea pearl as a symbol of sustainable splendour. And Jewelmer will continue to be at the forefront of this objective.

Through education, Jewelmer hopes to engage with younger generations and instil in them the significance of sustainability and how pearls are products of impactful, long-term eco-friendly practices.

Modern technology alongside support from the industry are also crucial to sustaining Jewelmer’s future.

“Pearl farming is a delicate balance between production and ecological preservation. With advances being made, embracing innovations like genetic selection for resilient oysters, eco-friendly cultivation techniques and clean energy use is vital to growth,” explained Branellec. “We remain confident that the South Sea pearl’s legacy will keep flourishing and strengthening over time for generations to appreciate and admire.”