This article first appeared in the Pearl Report 2025-2026.

The golden South Sea pearl, lustrous and majestic, stands proud in the refined creations of French-Filipino pearl specialist Jewelmer – as it had for decades. In today’s rapidly progressing world, these enduring gems have become empowering symbols of versatile allure and elegance with intention.

Jewelmer and its golden pearls are at the crux of this dynamic movement, but the quest for modern resonance and social traction carries on amid an ever-shifting market.

“To remain relevant, pearls must evolve with the times while staying true to their essence as icons of elegance and symbolic strength,” remarked Jewelmer CEO Jacques Christophe Branellec.

Capitalising on the pearl’s progressive nature, the company implemented several innovative projects in 2024, aimed at further reinforcing the pearl narrative and elevating customer experience.

Impactful collaborations were also at the heart of Jewelmer’s operations alongside sustained advancements in pearl farming, cultivation techniques and community-building projects.

Moving forward, Jewelmer is gearing up for more strategic partnerships and pearl-centric initiatives. All endeavours carry the pearl’s message of resilience and sophistication across other sectors of society – perpetuating the gem’s all-encompassing influence and relevance.

Setting a gold standard

Jewelmer opened the doors to Maison Jewelmer – the group’s first high jewellery experience of its kind in the Philippines, catering to its most elite clientele – and redesigned its fine jewellery boutiques in the Philippines in 2024. Both projects garnered positive and encouraging response from the market, according to Branellec.

“Our most discerning clients embraced Maison Jewelmer’s personalised and exclusive nature. As the first high jewellery experience of its kind in the Philippines, Maison Jewelmer is celebrated for its immersive concept and intentional design,” he continued.

The by-invitation-only space in Makati City, Philippines, conceptualised by Paris-based La Meute Design and Communication, entices clients to immerse themselves in the pearl’s captivating journey as it pays homage to the people, the culture and the environment critical to the gem’s creation.

Every corner of the maison evokes nature’s mesmerising beauty: From textured finishings reminiscent of the Philippines’ warm, inviting shores to bespoke masterpieces by renowned French painter Thomas Godin, whose works are inspired by aerial views of Philippine islands.

The restyled boutiques, meanwhile, democratise the exclusive experience inherent in Maison Jewelmer, offering more people a glimpse into the company’s golden universe through storytelling, artistry and craftsmanship.

“This vision will continue to evolve as we move forward, bringing our story and our heritage to the forefront,” explained Branellec.

Further elevating the exquisite South Sea pearl as a symbol of cultural pride and regenerative luxury are meaningful collaborations and initiatives.

Jewelmer made history in November 2024 with the Lumière de l’Infini Crown – the first Filipino-crafted Miss Universe crown in the pageant’s 73-year history. Adorned with 23 golden South Sea pearls, each carefully matched in colour and lustre, it is also the first Miss Universe crown to feature the golden South Sea pearl.

Lending further exclusivity and rarity to the piece is the fact that only the top 2 per cent of Jewelmer’s harvests make it to its fine jewellery collections.

“With the queen of the universe adorned in Philippine South Sea pearls, it is our hope that our national gem’s legacy will keep flourishing and strengthening, to be treasured by future generations,” remarked Branellec.

Meanwhile, Jewelmer’s recent partnership with The World, a unique privately owned residential mega cruise ship, brings these golden treasures to this affluent community at sea, creating a fitting symmetry as the pearls return to the waters that nurtured them.

Over the past year, the company also worked with global brands that share its heritage and aspirations for innovation and excellence such as Mercedes-Benz and Air France to share its story to international audiences.

Branellec said these collaborations further raise the profile of the golden South Sea pearl within the global high jewellery landscape while highlighting it as a radiant cultural emblem of the Philippines.

Pearls: Statuesque and enduring

The fascinating golden South Sea pearl inspires creativity and reverence for nature – a timeless quality that Jewelmer perfectly captures and celebrates in its fine jewellery collections.

The company’s latest creations not only reflect its unique design philosophy but also push the boundaries of what pearl jewellery can be, shared Branellec.

The La Mer en Majesté necklace, for instance, was inspired by the ethereal universe beneath the ocean. Embellished with golden South Sea pearls, coloured gemstones and diamonds, the exceptional piece evokes brilliant treasures from the depths of the Philippine seas.

The jeweller also introduced the Swan necklace, a tribute to the most elegant and enigmatic of animals. Elements of earth, air and water meet and find graceful form in this golden South Sea pearl and diamond necklace, marked by sinuous lines and refined simplicity.

Lasting impact

At the centre of Jewelmer’s growth strategy is ensuring that pearls continue to captivate future generations through responsible and ethical business practices. Beyond such efforts is fostering a culture of restoration, regeneration and resilience in the pearl industry.

“Sustainability has become a widely used, and often generalised, term for many,” remarked Branellec. “We have always understood that true environmental stewardship goes beyond sustainability. It is also about embracing a regenerative philosophy and actively giving back, which are the very foundations upon which our brand was built.”

It is both a privilege and a responsibility to protect the ecosystems and communities that enable the pearl to come into fruition.

Rather than extracting oysters from the wild, Jewelmer developed hatcheries where pearl oysters are bred in protected environments. This environmentally sound approach, cultivated in-house over a 20-year period, contributes to the ocean’s bounty while protecting the water’s ecological balance.

“Our pearl farming methods operate with Mother Nature’s welfare in mind, acting as bio-generators that enhance marine biodiversity and biodensity. Our processes do not hinder marine life from growing – rather, they actively promote and support it,” added the company official.

Pearl oysters naturally clean and oxygenate, improving water quality while filtering out litres of water. In Jewelmer’s case, oysters in the farms collectively filter over 2.4 billion litres of water per day, which amounts to roughly 895 billion litres of water per year.

Through its non-profit organisation, the Save Palawan Seas Foundation (SPSF), the pearl specialist also supports and educates coastal communities in Palawan. SPSF sustains the vision of preserving man’s delicate balance and symbiotic harmony with nature by working closely with local communities, offering livelihood opportunities and running environmental conservation programmes.

Through SPSF, Jewelmer fosters a culture where both Mother Nature and the ones that protect her can flourish and thrive. “Ultimately, restoration, regeneration and resilience are not just ideals for us – they are the legacy that we nurture and embrace, and the future that we strive towards every day,” explained Branellec.

All jewellery pieces by Jewelmer