‘Collab’ positions jewelry as wellness tools

Like any other product, jewelry must also exhibit some uniqueness to attract new buyers.

Cebu-based Oro China Jewelry recently collaborated with yoga teacher and entrepreneur Jen Martinez to come up with yogainspired jewelry pieces.

“The market now has evolved. Besides owning jewelry for enduse and investment, they want to own something that speaks for themselves. They want to express their style,” said Oro China’s marketing manager Jewel Jalandoni.

She said the collaboration, which took them a year to conceptualize, was in response to the modern woman’s do-it-all lifestyle, which has taken a toll on women’s health.

Jalandoni said they wanted to pair gold, which said to have healing benefits, with yoga, a physical, mental and spiritual practice, to remind women about balance and self-care.

“Women aged 25 years old to 35 years old crave for personalized products or services and we wanted to offer it to them,” said Jalandoni, adding that the design-driven market is steadily growing.

She also stressed that the collaboration is one of Oro China’s campaigns to remain relevant in the market by working in the growing health and wellness sphere.

“Gold is not just for fashion and status symbol. It also has its own healing properties,” said Jalandoni.

The #YogiJenCollection consists of 15 pieces of different asanas (poses), tree of life pendants, and other wellness-related designs, set in standard 14k gold and with healing stones such as amethyst, emerald and blue sapphire. Oro China, which has been in the business for 50 years, has over 30 branches and is a sister-company of DiaGold and Oro Galleria.