Golden South Sea Pearl specialist Jewelmer is no stranger to change. With the onslaught of the Covid-19 pandemic, the Philippines-based international brand tapped into its innovative nature to rise above the challenge and find new ways to fuel growth.

At the height of the Covid-19 crisis in 2020, Jewelmer’s pearl farmers faced what could only be described as their worst nightmare: Lack of access to the pearl-producing oysters that they were tasked to care for and nurture.

Extreme lockdowns prevented them from being physically present at the farms hence affecting the oysters’ survival rate and impacting the company’s future production volume. The pandemic also impeded traditional business channels including export routes and trade fairs. It was a test of resilience for Philippines-based Jewelmer – a world-renowned producer of the coveted golden South Sea pearl and manufacturer of intricately designed fine pearl jewellery pieces. And the decades-old brand faced the challenge head-on.

Buoyed by its spirited and innovative nature, Jewelmer sprang to action to ensure that its clients have uninterrupted access to pearl harvests.

The company successfully held a series of virtual auctions, which is a first for Jewelmer. It also started offering a slew of digital services to homebound consumers through its e-commerce websites.

Banking on buyers’ implacable appetite for luxurious yet sustainable items and younger customers becoming more enamoured with the golden pearl, the celebrated brand – ever resilient and progressive – remains upbeat about growth prospects going forward.

Facing a pandemic

Flexibility and adaptability are key to mitigating Covid-related disruptions. According to Jacques Christophe Branellec, executive vice president and deputy CEO of Jewelmer, the year 2020 also reinforced the importance of forging solid ties with clients. The company has been around for 42 years.

To guarantee continued supply of South Sea pearls to buyers, Jewelmer introduced a series of online auctions, which were positively received in the trade.

It also launched its Philippine e-commerce website in 2020 and subsequently unveiled a US digital platform. The company is looking to expand this service to Japan and China eventually.

Through its online portals, clients can schedule virtual appointments and enter stores digitally, where they still experience Jewelmer’s unique brand of customer service. As the world learns to live in the next normal, Branellec said the brand will find more creative ways to connect with clients, partners and distributors across the globe.

“The maison is committed to reinvention, ensuring that the beauty and lustre of the golden South Sea pearl is treasured around the world. Moving forward, Jewelmer will continue to pursue innovation through its ground-breaking designs and dedication to the environment,” he continued.

Beauty in rarity

Branellec explained that while lower survival rates of oysters did not compromise 2020 and 2021 production, the impact will be felt during the 2022 and 2023 harvests.

“It is reasonable to foresee that total production volume of pearls and the average size of each harvested pearl will be reduced in the coming years. Overall, the natural phenomenon of the golden South Sea pearl will only become rarer as the years go by,” he remarked.

Taking into consideration changes and uncertainties brought about by Covid-19, he said the company made a conscious effort to collect and hold on to its highest-quality pearls to be sold only when demand recovers.

Prices for exceptional pearls have since bounced back however, even surpassing pre-pandemic levels. Recovery in the wholesale business was likewise notable, revealed the company official. With steady demand, strong prices, and continued fascination for premium pearls, Jewelmer remains optimistic about the future.

Sustainability and the new consumer

Jewelmer sees golden opportunities in new consumer trends such as clients’ flourishing penchant for sustainable practices and environmental protection without compromising their aesthetic preferences.

People are also becoming more mindful and reflective, with a newfound desire to understand brands’ origins, resulting in more meaningful and personal purchases.

Known for jewellery collections that push the boundaries of design, the pearl expert also finds favour among a younger generation of buyers.

“Pearls are attracting younger individuals due to the wearability and versatility of Jewelmer’s designs,” shared Branellec. “Buyers of a younger demographic are looking to find something that is sustainable and coincides with generational values.”

Even style-conscious men have started donning pearl jewellery, he added.

Jewelmer’s exceptional pieces are likewise performing well, thanks to traditional collectors. Over the last two years, the brand has seen increased demand for rare, luxury goods, particularly from China, where interest in Philippine South Sea pearls is on the rise.

Going forward, China and the US are expected to be the main drivers of growth, with Jewelmer eyeing to increase its presence in China to truly engage with local consumers.

Also at the heart of its operations are initiatives to benefit the Filipino community. Recently, Jewelmer donated a portion of its sales to the PGH (Philippine General Hospital) Foundation to help rebuild the institute’s Neonatal Intensive Care Unit and sterilising area.

“The maison is committed to preserving the legacy of the brand with a strong Filipino heritage. Through bringing treasures of the Philippines to the international stage and by inspiring the younger generation about what is possible when man works together with nature, Jewelmer hopes to contribute to nation building,” noted Branellec.