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Partners in Luxe

As Rustan’s celebrates its 65th anniversary, they welcome Jewelmer Joaillerie into their store for the first time


By Liza Ilarde

@ilardeliza on Instagram

  • The nine-square-meter corner at Silver Vault at Rustan’s Makati is Jewelmer’s first shop-in-shop

  • The Why We Fight bracelet was created in partnership with the ICanServe Foundation

  • Zen

  • Luminescense

  • Guimard

  • La Parissiene

  • Nids D’ Ange

  • Rustan Commercial Corporation board member Maritess Tantoco-Enriquez, Jewelmer group president and CEO Jacques Branellec, Rustan’s chairman and CEO Nedy Tantoco, Jewelmer group chairman Manuel Cojuangco, Jewelmer EVP and deputy CEO Jacques Christophe Branellec

  • Carina Agarao and Jewelmer brand manager Marion Branellec

  • Rustan’s Commercial Corporations VP for store development and expansions Michael Huang and Jewelmer’s Jacques Christophe Branellec

  • Rustan’s marketing communications manager Dina Tantoco and Franco Laurel

  • Fashion designer Mia Arcenas-Branellec and Jewelmer SVP and creative director Gaelle Branellec

  • Town & Country editor-in-chief Yvette Fernandez and Jewelmer executive manager for marketing Tricie Legarda

    It has been an exciting 2017 for Jewelmer Joaillerie so far. Last July, the company’s group chairman, Manuel M. Cojuangco, was conferred the Chevalier dans l’Ordre National de la Légion d’Honneur by the President of the Republic of France, officiated by the ambassador of France to the Philippines, His Excellency Mr. Thierry Mathou. Then in September, group president, CEO, and founder of Jewelmer, Jacques Branellec, received the Lifetime Achievement Award at the sixth annual JNA Awards—one of the most prestigious awards in the international jewelry sector—held in Hong Kong. And just last September 27, Jewelmer formally launched its first shop-in-shop inside Rustan’s Makati.

    Both Rustan’s and Jewelmer are associated with all things luxury, so this new partnership begs the question: What took so long? “There’s a saying that everything is in God’s timing,” says Jacques Cristophe Branellec, Jewelmer’s executive vice president and deputy CEO. “In the past, there were certain activities that took place and we had other priorities. But we felt that this year was the perfect time for us in terms of where the brand is in its present stage. We were also more comfortable with the department store model because we’ve experienced it overseas.” Overseas would be in 15 countries all over the world, most notably in Tokyo, Japan where they launched their counter three years ago at luxury department store Mitsukoshi.

    Inside Rustan’s Makati, Jewelmer’s nine-square-meter corner can be found at Silver Vault, the fine-jewelry section of the department store. With 13 other boutiques scattered all over the Philippines, merchandising the newest—and smallest—location would be a little different. “We’re treating it more like a gallery and are curating the space on a monthly basis,” explains Branellec. “We have the ability to rotate the various collections, so every month you will always find something new, something different. We won’t always have the same pieces.”

    Just launched this October is a special bracelet created in time for Breast Cancer Awareness Month. Called Why We Fight, it is made with a hot pink cord secured around a golden South Sea pearl and an 18k gold ribbon, which, in pink, has come to symbolize the fight against breast cancer. Priced at an affordable P6,800, part of the proceeds of this bracelet will go to the ICanServe Foundation, which promotes breast cancer awareness and early detection. “Jewelmer actually subsidizes part of the cost of the bracelet because we want it to be at a price point that’s accessible to more people, especially those who have been touched by this unfortunate disease,” says Branellec. “The idea is to promote awareness through our national gem.”

    The creation of this advocacy bracelet also hits home for Jacques Cristophe. “It comes from a soft place in our hearts because this year, a couple of members of the Jewelmer family—my colleagues—have been affected by cancer and are currently fighting it,” he reveals. At the recent Fashion Can Serve, ICanServe’s annual fundraising fashion show, one of them, who happens to be Jewelmer’s pearl technician, was featured in the video presentation, which had a very powerful and inspiring message.


    For more info and the complete list of Jewelmer branches, go to, like Jewelmer on Facebook, follow @jewelmer on Instagram

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