Jewelmer

Jewelmer is a Philippine luxury jewelry brand founded in 1979 by French pearl farmer Jacques Branellec and Filipino businessman Manuel Cojuangco. Its identity is closely associated with golden South Sea pearls, which the company cultivates through pearl farming in Palawan before incorporating them into jewelry and ceremonial pieces. The brand combines pearl cultivation, environmental stewardship, design, and luxury retail rather than functioning solely as a conventional jewelry label. Branellec brought experience in pearl farming to the partnership. Before establishing Jewelmer, he had served in the French Navy, worked as a commercial pilot, and farmed black Tahitian pearls in French Polynesia. The founders subsequently developed a pearl farm in Palawan, creating the agricultural and marine base for the company’s business. Jewelmer’s process centers on the cultivation of golden pearls from the Pinctada maxima oyster. Its farms are located in a marine-protected, no-take zone, linking the brand’s luxury proposition with conservation of the surrounding marine environment. The company expanded its public environmental role in 2006 through the creation of the Save Palawan Seas Foundation. The foundation supports marine conservation and promotes sustainable livelihood opportunities for communities in Palawan. Sustainability later became part of Jewelmer’s external brand positioning, including recognition at the 2018 Jewellery News Asia Awards, where the company received the Sustainability Initiative of the Year Award. Jewelmer’s product and brand visibility have developed through high-profile exhibitions, international jewelry events, retail expansion, editorial exposure, and pageantry. The company has participated in events including the Baselworld Watch and Jewelry Show and the Dubai Pearl Tender. It has hosted the Jewelmer Gala since 2013 and opened its first United States store in Palm Beach, Florida, in 2018. In the Philippines, the brand opened a boutique at The Mall at NUSTAR Resort Cebu in May 2024. Among its notable creations is the Palawan Strand, introduced in 2017. The necklace is made from rare golden South Sea pearls and was described as taking 37 years to create, reflecting the long cultivation and selection process associated with the brand’s signature material. Jewelmer has also produced high-profile headpieces and crowns. It designed a headpiece for Miss Universe Philippines contestant Maxine Medina in 2017, began collaborating with Miss Universe Philippines in 2022, and created the La Mer en Majesté crown for the pageant. The crown was worn by Celeste Cortesi and reused in the 2023 competition. For the Miss Universe 2024 competition, Jewelmer introduced the Lumière de l’Infini crown. The brand has also used cultural and educational presentation to explain the value of Philippine pearls. In 2022, it presented the Pearl of the Orient exhibit at The Mind Museum. Its work and production environment were featured in the documentary Power of Pearl: The Farm Beneath the Sea. In 2023, a Jewelmer pearl strand appeared on the cover of Vogue Philippines worn by model Aliah Canillas. Overall, Jewelmer’s positioning rests on Philippine-origin South Sea pearls, vertically connected pearl farming, artisanal jewelry making, environmental initiatives, and association with major cultural and pageant occasions.

Jewelmer was established in 1979 by Jacques Branellec, a French pearl farmer, and Manuel Cojuangco, a Filipino businessman. Branellec had previously served in the French Navy, worked as a commercial pilot, and cultivated black Tahitian pearls in French Polynesia. The founders brought together his experience in pearl farming and Cojuangco’s Philippine business background to establish a pearl farm in Palawan. The Palawan operation became the foundation of Jewelmer’s identity and commercial model. Rather than simply sourcing finished pearls, the company developed a business around cultivating golden South Sea pearls and turning them into jewelry. The pearls come from the Pinctada maxima oyster, and Jewelmer’s farms are situated in a marine-protected, no-take zone. This setting has allowed the company to connect its luxury products with environmental stewardship and the preservation of Palawan’s marine ecosystem. In 2006, Jewelmer created the Save Palawan Seas Foundation. The organization supports environmental conservation and seeks to introduce sustainable livelihood options for communities in Palawan. The foundation helped formalize the conservation dimension of Jewelmer’s activities and became an important part of the company’s public sustainability narrative. Jewelmer broadened its visibility through international trade and jewelry events, including the Baselworld Watch and Jewelry Show and the Dubai Pearl Tender. Since 2013, it has also hosted the Jewelmer Gala. In 2017, the company introduced the Palawan Strand, a rare necklace of golden South Sea pearls whose creation was described as taking 37 years. The same year, Jewelmer designed a headpiece for Miss Universe Philippines representative Maxine Medina at the 65th Miss Universe pageant. The company received the Sustainability Initiative of the Year Award at the 2018 Jewellery News Asia Awards in Hong Kong. That year it also opened its first U.S. store in Palm Beach, Florida. Jewelmer’s production and environmental setting were further brought to public attention through Power of Pearl: The Farm Beneath the Sea, a documentary directed by Ahbra Cale Perry. Jewelmer continued to use exhibitions, editorial appearances, and ceremonial commissions to present Philippine pearls to wider audiences. In 2022, it created the Pearl of the Orient exhibit at The Mind Museum. It also began collaborating with Miss Universe Philippines, creating the La Mer en Majesté crown for the pageant. The crown was worn by winner Celeste Cortesi and was used again in the 2023 competition. In 2023, model Aliah Canillas wore a Jewelmer strand on the cover of Vogue Philippines. In May 2024, Jewelmer opened a boutique at The Mall at NUSTAR Resort Cebu. The same year, it introduced the Lumière de l’Infini crown for the Miss Universe 2024 competition. Jewelmer’s documented history therefore combines pearl cultivation in Palawan, environmental initiatives, luxury jewelry production, international retail and event participation, and prominent commissions for pageants and cultural presentation.

• 2024

  Cebu boutique and Lumière de l’Infini crown

  [1]Jewelmeren.wikipedia.org

  Jewelmer opens a boutique at NUSTAR Resort Cebu and introduces the Lumière de l’Infini crown for Miss Universe 2024.

• 2022

  Miss Universe Philippines crown collaboration begins

  [1]Jewelmeren.wikipedia.org

  Jewelmer creates the La Mer en Majesté crown and presents the Pearl of the Orient exhibit at The Mind Museum.

• 2018

  U.S. retail expansion and sustainability recognition

  [1]Jewelmeren.wikipedia.org

  Jewelmer opens its first U.S. store in Palm Beach and receives the Sustainability Initiative of the Year Award.

• 2017

  Palawan Strand is introduced

  [1]Jewelmeren.wikipedia.org

  Jewelmer presents a rare golden South Sea pearl necklace described as taking 37 years to create.

• 2013

  Jewelmer Gala begins

  [1]Jewelmeren.wikipedia.org

  The company begins hosting the Jewelmer Gala as part of its brand and event platform.

• 2006

  Save Palawan Seas Foundation is established

  [1]Jewelmeren.wikipedia.org

  Jewelmer creates the foundation to support marine conservation and sustainable livelihood initiatives in Palawan.

• 1979

  Jewelmer is founded

  [1]Jewelmeren.wikipedia.org

  Jacques Branellec and Manuel Cojuangco establish Jewelmer and develop a pearl farm in Palawan.

A Philippine luxury pearl brand built around golden South Sea pearls cultivated in Palawan, combining marine conservation, artisanal craftsmanship, and high-visibility cultural and pageant commissions.

• Pearl jewelry · 1979

  Golden South Sea pearl jewelry

  Jewelmer’s core offering consists of jewelry made with golden South Sea pearls cultivated in Palawan. The range includes pieces in which the pearls serve as the principal visual and material element, supported by precious-metal settings and artisanal techniques. The products express the brand’s connection to Philippine marine cultivation and its emphasis on rare, naturally differentiated pearls.

• Necklace · 2017

  Palawan Strand

  Introduced in 2017, the Palawan Strand is a necklace made from rare golden South Sea pearls associated with the Pinctada maxima oyster. Its reported 37-year creation period highlights the lengthy cultivation, matching, and selection process required for a high-grade pearl strand. It functions as one of Jewelmer’s signature statements of rarity and Philippine origin.

• Pageant crown · 2022

  La Mer en Majesté

  La Mer en Majesté is a crown created by Jewelmer for Miss Universe Philippines. It was introduced for the 2022 pageant, worn by winner Celeste Cortesi, and used again in the 2023 competition. The commission extends Jewelmer’s pearl-focused design language into a ceremonial object with national pageant visibility.

• Pageant crown · 2024

  Lumière de l’Infini

  Lumière de l’Infini, translated as “The Light of Infinity,” is a crown introduced by Jewelmer for the Miss Universe 2024 competition. It represents the brand’s continued use of golden South Sea pearls and high-profile ceremonial design to communicate its luxury and Philippine marine heritage.

• 2023Vogue Philippines editorial appearance

  Philippines

  Model Aliah Canillas wore a Jewelmer pearl strand on the cover of the July 2023 issue of Vogue Philippines.

  Outcome. The appearance provided fashion-editorial exposure for Jewelmer’s signature pearl jewelry.

  Source
• 2022Pearl of the Orient

  Philippines

  Jewelmer created an exhibit at The Mind Museum presenting Philippine pearls in a cultural and educational setting.

  Outcome. The exhibit expanded the brand’s presentation of pearls beyond retail and jewelry events.

  Source
• 2022Miss Universe Philippines collaboration

  Philippines · International

  Jewelmer began collaborating with Miss Universe Philippines and supplied the La Mer en Majesté crown for the pageant.

  Outcome. The crown was worn by Celeste Cortesi and used again in the 2023 pageant, while the relationship continued through later ceremonial designs.

  Source
• 2013Jewelmer Gala

  Philippines

  Jewelmer began hosting the Jewelmer Gala, an event platform supporting the brand’s public presentation and relationship-building around jewelry and pearls.

  Outcome. The gala has been documented as an ongoing Jewelmer event since 2013.

  Source
• 2006Save Palawan Seas Foundation

  Philippines

  Jewelmer established a foundation focused on conserving Palawan’s marine environment and supporting sustainable livelihood opportunities for local communities.

  Outcome. The foundation became the company’s principal documented conservation and community-livelihood initiative.

  Source

• 2024

  Introduce the Lumière de l’Infini crownProduct launch

  Background

  Following its Miss Universe Philippines crown work, Jewelmer extended its pageant-related ceremonial design activity to the Miss Universe 2024 competition.

  Action taken

  Jewelmer introduced the Lumière de l’Infini crown.

  Aftermath

  The crown became a further high-profile expression of the brand’s pearl and ceremonial design capabilities.

  Source

• 2022

  Create the La Mer en Majesté crownProduct launch

  Background

  Jewelmer began collaborating with Miss Universe Philippines as a way to apply its pearl-centered design identity to a major ceremonial object.

  Action taken

  The company designed the La Mer en Majesté crown for the pageant.

  Aftermath

  The crown was worn by Celeste Cortesi and used again in the 2023 competition.

  Source

• 2018

  Enter the United States through a Palm Beach storeStrategy

  Background

  Jewelmer sought a physical retail presence outside the Philippines for its luxury pearl offering.

  Action taken

  The company opened its first U.S. store in Palm Beach, Florida.

  Aftermath

  The opening marked a documented step in the brand’s international retail presence.

  Source

• 2006

  Create a conservation and livelihood foundationStrategy

  Background

  Jewelmer’s pearl-farming model depends on the marine environment around Palawan and its surrounding communities.

  Action taken

  The company established the Save Palawan Seas Foundation to support environmental conservation and sustainable livelihood initiatives.

  Aftermath

  The foundation became a documented component of Jewelmer’s sustainability and community-engagement activities.

  Source

1. 1Jewelmeren.wikipedia.org