This article first appeared in the JNA March/April 2025 issue.

Belonging to a decades-old pearl dynasty in the Philippines, Marion Branellec-De Guzman joined the family business in 2016, armed with an inherent skill for communicating and strategising. She found her forte in marketing – an incredibly crucial component of the pearl business.

As chief marketing officer of golden South Sea pearl specialist Jewelmer, Marion regards lessons of gratitude and compassion instilled by her family as well as a strong sense of leadership honed by experience as the backbone of her accomplishments.

Innovative marketing initiatives have been instrumental to the success of major events and milestones at Jewelmer over the years.

The company unveiled the Pearl of the Orient exhibit in Manila, which highlights the inspiring journey of the South Sea pearl, the Philippines’ national gem. An ongoing exhibit, it Illustrates the resilience and dedication required to produce a golden South Sea pearl – 377 steps over a span of five years. Feedback has been positive as the exhibit continues to raise awareness of the pearl and its role in environmental protection and preservation.

In 2024, Jewelmer made history with the Lumière de l'Infini Crown, the first Filipino-made Miss Universe crown and the first ever adorned with golden South Sea pearls.

Marion commented, “Raúl Rocha Cantú, co-owner of Miss Universe, described it as ‘the most beautiful crown in the history of Miss Universe.’ This bolstered appreciation for the golden South Sea pearl and the rich artistry and culture of the Philippines.”

Most recently, the company opened Maison Jewelmer, an appointment-only private lounge catering to distinguished clients, further elevating the buying experience for high pearl jewellery enthusiasts.

Leading with heart

Marion’s leadership style is inspired by influential figures in her family. Her father, French pearl farmer Jacques Branellec, established Jewelmer with Filipino entrepreneur, Manuel Cojuangco, in 1979. Marion’s brother, Jewelmer CEO Jacques Christophe Branellec, handles every aspect of the business, from farm operations to international markets. Her sister, Gaelle Branellec, is senior vice president and creative director of Jewelmer, overseeing the brand’s jewellery production, from design to craftsmanship.

One important lesson is gratitude over entitlement, she noted. “Every day, we are taught the importance of not taking anything for granted. Harvesting a pearl is never a guarantee as nature controls much of the process – a humble reminder to stay grounded,” explained Marion.

Women leaders should similarly possess strength, grit, adaptability and the ability to foster a women-empowered workplace. Marion remarked, “To acknowledge their contributions and encourage their growth opportunities is to celebrate emerging female leaders.” This is reflected within Jewelmer’s operations, where 83 per cent of farm managers are women.

Next-gen buyers

Younger consumers are embracing the pearl’s
evolution from a traditional gem to a more versatile and modern jewellery centrepiece. Marion is attributing this shift to more contemporary designs, authentic storytelling and the pearl’s growing reputation as the ultimate sustainable gem.

As such, Jewelmer is turning its attention to younger ambassadors who strongly appeal to millennial consumers. The company also continues to seek strategic partnerships with brands across the art, entertainment and cultural industries. “These collaborations are designed to go beyond traditional marketing, integrating pearls into the daily lives and experiences of younger audiences,” added Marion.

A strong online presence through e-commerce platforms and social media, meanwhile, equates to more opportunities to discover the story of the South Sea pearl. Jewelmer regularly engages with the market through its website and other social platforms to keep its clients updated and to attract potential customers with its exquisite pearl jewellery collections.

“Through these initiatives, pearls become more than just accessories; they are woven into the fabric of contemporary culture, appealing to younger consumers who value authenticity, sustainability and personal expression,” remarked Marion.