Page 130 - Philippine Tatler (April 2019)
P. 130
may not yet exist, allowing us to dictate
trends in the jewellery industry,” says
Branellec. “It was imperative that we made
a strong impact, not just because we were
A NEW
LOOK establishing a brand, but because we had
the opportunity to show the world that the
Philippines had the potential to become an
Jewelmer’s able player in the luxury market.”
new logo An exhibition at a museum in Monaco is
encompasses particularly memorable for the gentlemen.
all aspects of In retrospect, it may also have been the kick
the business: starter to truly get things moving for them,
from pearl at least, where jewellery was concerned.
farming, to “Jewelmer, the new kid on the block, was
jewellery one of only two Asian companies there,”
making, to Cojuangco recalls. “Because of where they
protecting placed us, people may have gotten the has been extremely
marine
resources impression that we were bigger than we positive; moving forward, we
were. It was quite exciting; we certainly will be even more concentrated
weren’t complaining!” in our efforts: beefi ng up resources,
2006 found Branellec and Cojuangco expanding our reach, and involving
adding yet another feather to Jewelmer’s more communities.”
proverbial hat—this time, establishing its
corporate social responsibility arm, the Save ROOM FOR GROWTH
Palawan Seas Foundation (SPSF). Through In celebration of its 40th anniversary,
this foundation, the company works closely Jewelmer, as a brand that is constantly
with the local government and related evolving, re-examines its identity—of
non-profi t organisations to provide a course, without compromising the roots on
better quality of life to the communities which it was built—and forging a strong,
in Palawan by introducing sustainable cohesive character that brings together all
livelihood practices as well as developing facets that make it what it is. It introduces
and implementing strategies for the its new modernised emblem, a refl ection of
protection of marine resources. This arm where the company is now: a distinctive J
of the business is near and dear to the co- (the tail of which replicates the shape of the
founders’ hearts, as this island, often called pearl) at the centre of a sleek octagon, which
“the last frontier” of the Philippines, and its symbolises the eight pearl farms. The gold
inhabitants that are in their employ are the streak in the octagon’s inner outline is a nod
core of the Jewelmer brand. to the Pinctada maxima oyster.
“We have been active on the Jewelmer boutiques across the globe
environmental front since we began, will be given facelifts to better refl ect the
spreading awareness and initiating company’s new look. Its fi rst ever US brick
discussions on preservation and and mortar, located along Worth Avenue,
rehabilitation,” shares Branellec. “Palawan Palm Beach in Florida, which formally
is the largest marine protected area in opened in February this year, sports the
130 philippine tatler april 2019
.
