Design & Creativity
February 14, 2024
6 minute read time

The Word: Jewelmer

Andrea Cristobal & Juan Carlos Concepcion
Photos by
Illustrations by

Jewelmer is an international luxury brand born out of a commitment to producing the world’s most lustrous cultured South Sea pearls and exquisite fine jewelry. Established in 1979 by Jacques Branellec and Manuel Cojuangco, Jewelmer has grown globally to represent a world of rarity and enduring elegance. Jewelmer is currently present in 16 countries, including the United States, Canada, Japan, China, and Monaco. Get to know more about the brand through our conversation with Mr. Jacques Christophe Branellec, EVP and Deputy CEO of Jewelmer.

Could you give us any insight on why you decided to rebrand recently?

In celebration of 40 years of growth, Jewelmer unveiled a new logo that proudly shows its evolution while still capturing the brand’s distinct spirit: a modern emblem embodying the harmony between man and nature, and sustainable luxury achieved through impeccable care and craftsmanship — values that are, and always have been, at the heart of Jewelmer.

What are the most important brand attributes of Jewelmer? How do you maintain this?

Throughout the years, Jewelmer has built a name for itself synonymous with quality, sustainability, creativity, rarity, and design. These pillars helped make Jewelmer what it is today, and it is upon these pillars that all our future activities are grounded on.

For an evolving brand, sticking to these fundamental attributes is challenging, but also necessary. They serve as the guiding principles that remind us of our purpose. Whenever we are faced with a new decision or opportunity, we always ask ourselves: does this resonate with our core attributes? Does this enrich the brand in ways faithful to its identity? If we can answer these with yes, we are assured that we are taking steps in the right direction.

What was your design process for the rebranding?

Since the objective was to capture both Jewelmer’s past and present, we looked at the brand’s roots as well as its current presence. To achieve this, our Marketing Manager Marion Branellec-De Guzman worked closely with our designer, Isabelle Gatuslao. It was vital not just to tell Isabelle the story of the brand, but also to immerse her in the spirit of the company. One aspect of this was acquainting her with the people that drive Jewelmer forward. We believe that Jewelmer’s commitment to quality and environmental conservation, achieved through creativity and collaboration, is evident in every individual, from the head office team to the farm staff in Palawan. Tied into this is showing her the many different spaces the company inhabits, which reveals the world that Jewelmer has created over the decades.

Only through a comprehensive understanding of the brand’s complex story would a designer be able to capture Jewelmer’s many attributes and milestones in a single visual. Our designer was able to do exactly that.

How has Jewelmer’s brand strategy changed throughout the years?

I wouldn’t say that it changed. It would be more appropriate to see it as an evolution in our storytelling. Presently, we are focusing on certain aspects of the brand that are of relevance and value to society today. This is an evolving process of constantly reintroducing Jewelmer through different perspectives that all lead to the same story.

“We were confident that it would appear less as a change in identity, and more as a beginning of a new chapter that was bound to arrive.”

Was it hard to introduce the rebranding to your market?

The rebranding was simply a step in Jewelmer’s natural evolution as an international luxury brand. We were confident that it would appear less as a change in identity, and more as a beginning of a new chapter that was bound to arrive. It is with honor that we invited everyone to rediscover Jewelmer, and we are grateful that people continue to experience excitement and curiosity in this new universe we have created.

How important is it to work with local agricultural communities for Jewelmer?

Jewelmer is committed to creating a positive impact on the environment and communities that we interact with. Through the Save Palawan Seas Foundation, we promote environmental conservation and support coastal communities in Palawan. The organization leads sustainable livelihood and environmental initiatives such as free-range chicken farming, organic vegetable farming, seaweed farming, coral rehabilitation, and coastal clean-ups.

What was your strategy in implementing this rebrand?

As we continue to share the golden pearl with this refreshed identity, we have sought to strengthen our roots in the Philippines and share our national gem to more people in the country. This goes hand in hand with establishing our presence in more countries, in turn creating strong relationships between the brand and our distribution partners who support the brand’s vision. We also reinforced our online presence in order to bring the experience of Jewelmer to our clients beyond our boutiques.

What are your thoughts on the current luxury market landscape? What are you keeping an eye out for in terms of trends and changes?

People seek authenticity and genuine storytelling. Consumers are increasingly becoming more interested in going to the source, and learning about the stories and people behind the product or service you are offering them. A big factor is sustainability, especially one that does not compromise quality.

“We can be the best in the world not despite being Filipino but because we are Filipino. Our heritage is not a hindrance but an asset”

Does Jewelmer have plans to re-brand again in the future?

A brand must exercise consistency and longevity while staying open to change. As the saying goes, the only thing constant in life is change, so we will certainly continue to grow and adapt in the coming years. Growth may come in the form of another rebranding, but this is something that we do not anticipate as of now.

What advice can you give to aspiring brands, especially those who want to enter the luxury space?

Be true to your heritage no matter what challenges come, as consumers will always value authenticity. Do not compromise on your values. We can be the best in the world not despite being Filipino but because we are Filipino. Our heritage is not a hindrance but an asset.

What is Jewelmer’s key to staying competitive in the business?

Jewelmer is driven by a sincere pursuit of beauty and excellence that collaborates with the environment at every step of the way, and we will continue along this path as we aspire for the brand to be recognized as the maison that offers the most exquisite South Sea pearls in the world — as, without question, the best. We will continue to drive forward with the message of sustainable luxury, as we believe that being the best means fostering constant innovation, creativity, and environmental conservation. We aspire to set trends by helping our collectors discover new aesthetic experiences, grounded in a love for art and nature, through our creations.

The culmination of all these values is what Jewelmer is and will always be about.