Jewelmer Joaillerie marks the beginning of its 35th Anniversary with a gala presentation titled “The Miracle of the Golden Pearl” at the Philippine International Convention Center on September 23, Tuesday at 7pm. The show, directed by Saga Production’s Robby Carmona, follows the story of mankind’s despair over the deterioration and destruction of planet earth, his realization that he can act upon it, and finally, his triumph in restoring balance to the environment.
Built on a strong advocacy for the nurture of nature, Jewelmer was founded in 1979 by Filipino entrepreneur Manuel Cojuangco and French pearl farmer Jacques Branellec in their pearl farm in Palawan, Southern Philippines—one of the few places in the world capable of sustaining the Pinctada maxima oyster that brings forth the rarest of all pearl varieties, the golden South Sea pearl. Using a process that takes about five years and at least 323 individual steps to produce a single pearl, Jewelmer’s enterprise is unique in that it takes nothing from the environment, but rather adds to it.
The golden South Sea pearl is a symbol of the partnership between the pearl farmer and nature—each pearl unique and a gift from Mother Earth. The brand’s emblematic cobalt blue and gold square pays tribute to the union of the pearl and water. “This symbolizes the essence of Jewelmer: The blue of the life-giving sea that gifts us with the golden South Sea pearl. It’s a square because it’s a balance between man and nature that makes this all possible”, said Jewelmer Joaillerie Deputy CEO Jacques Christophe Branellec.
This living gem also serves as the inspiration of Jewelmer Joaillerie’s international team of designers as they create collections that are a harmonious combination of French tradition of haute joaillerie and genuine Filipino sensibilities.
“There is a saying, ‘when a woman wears a pearl, it is she who glows,’” said Branellec “This is our vision for creating fine pearl jewelry for the past 35 years. Pearls possess a quiet elegance that do not detract from the wearer’s beauty, but in fact enhance it.”
The Jewelmer woman is a woman of style and substance: natural, elegant, and timeless. The brand has been honored to have some of the most beautiful Filipinas grace its campaigns through the years. These include the likes of Tweetie de Leon-Gonzales , Angel Aquino, Annette Coronel, Izza Gonzales-Agana, Daphne Osena-Paez, Isabel Roces, Apples Aberin, and Jenny Rocket in unforgettable campaigns photographed by Neal Oshima, Xander Angeles, Joan Bitagcol, and Romain Riviere, to name a few.
Jewelmer Joaillerie opened its first showroom in the lobby of The Manila Peninsula in 1985, and has grown steadily to operate 13 showrooms around the country. Each Jewelmer Joaillerie boutique was designed as an ideal setting for clients to “meet” Jewelmer’s collections and enjoy them at their leisure. Jewelmer Joaillerie’s boutiques possess an aesthetic that is described as a blend of French elegance and Asian art.
Through the years, Jewelmer Joaillerie has hosted numerous cultural events to showcase the versatility and beauty of the pearl as well as the innate talent of Filipinos. “Jewelmer Joaillerie’s unique galas have been staged in Hong Kong, Moscow, and Paris in the past couple of decades,” said Branellec, “but equally spectacular galas have become anticipated annual events for fellow Filipinos.” This traveling pearl regularly represents the Philippines in international trade fairs in Hong Kong, the United States, and in Switzerland. Jewelmer Joaillerie has retail points in North and South America, China, Europe, Australia, Hong Kong, and most recently the prestigious Isetan and Mitsukoshi department stores in Japan.
The South Sea pearl was named the Philippines’ National Gem by President Fidel V. Ramos back in October 15, 1996 through Proclamation 905 because of its rich connection with Philippine history. The South Sea pearl is also featured in the latest 1000 peso bill printed by the Bangko Sentral ng Pilipinas.
Blessed with a rich Filipino heritage, Jewelmer Joaillerie has published three coffee table books to share the story of the South Sea pearl: The Pearl Road, The Ultimate Orient, and the Miracle of the Golden Pearl.
“The Pearl Road” tells the story about a sunken Chinese junk ship near the pearl farm—proof that the Philippines was part of an ancient trade route and that Philippine South Sea pearls have long been sought after. Some of the artifacts uncovered are on permanent display at the National Museum. Meanwhile, “The Ultimate Orient: Philippine South Sea Pearls” gives the reader a glimpse of the abundance of nature in the pearl farm as it shares the story behind the South Sea pearl. “The Miracle of the Golden Pearl”, features the golden pearl used by international jewelry brands such as Chanel, Cartier, Van Cleef & Arpels, Mikimoto, Piaget, Tiffany & Co., and Boucheron in their own collections, showcasing how the golden South Sea pearl has become recognized as a fashion staple around the world.
Throughout the company’s history, Jewelmer Joaillerie has raised the level of creativity, seen in its very unique pieces such as the Fontana necklace (a playful necklace with golden pearls placed at the tip of golden springs that mimic the playful spray of a fountain. This piece has made its debut internationally in France, followed by Hong Kong, and New York), the Las Islas pin (featuring a golden South Sea pearl on a diamond-studded map of the Philippine archipelago), the Men’s collection (that shows that pearls can also be worn by men), the Philippine Eagle pin (featuring a large baroque pearl clasped by a golden Philippine Eagle), as well as golden South Sea pearl masks and a full galleon headpiece worn during the gala event of 2013.
This year’s “Miracle of the Golden Pearl” show features a cast of over 100 Filipino artists, who have dedicated their talents to portray the voyage of this only living gem and its relevance in our world today. Jewelmer Joaillerie shares in the journey of the pearl as it grows and learns about the changes in our environment and the relevance of man in our search for beauty.
The gala will serve as the platform to launch Jewelmer Joaillerie’s Spring-Summer 2015 Collection which will showcase exquisite new pieces from the Linea de Oro, Zen, Dolce Rosa, Tropics, Via Rosa, Bollicine, C’est la Vie and Toccata collections, as well as formally introduces the L’ete en Ville (Summer in the City) collection, always using the finest golden South Sea pearls the brand is globally known for.
Performers include Prima Ballerina Lisa Macuja – Elizalde and multi-award winning actress Angel Aquino, and accompanied by original arrangements performed by the Manila Philarmonic. Top Filipino models, dressed in couture designed by Rhett Eala, will be gracing the stage with Jewelmer Joaillerie’s Spring-Summer 2015 Collection. “Jewelmer Joaillerie takes great pride in sharing this miracle of the golden pearl,” said Jewelmer Chairman Manuel Cojuangco, “Our Philippine National Gem and symbol of national hope and transformation in these changing times.”