JACQUES CHRISTOPHE BRANELLEC
CEO AND EXECUTIVE VICE PRESIDENT, JEWELMER
Jewelmer has long been synonymous with the exquisite South Sea golden pearls that are its stockin-trade. However, the brand has also become a leader in sustainability and environmental awareness, in large part because of its CEO and executive vice president, Jacques Christophe Branellec. He focuses not just on Jewelmer’s bottom line but also on the issues that affect his brand, the people and the environment. “Our dream was built on creating value that was timeless while respecting the environment, the local communities and the Filipino people,” said Branellec. “I plan to carry forward the same values as our founders by leaving a positive and lasting impact through sustainable improvements in areas where we work, as well as through the relationships that we build, in natural environments and communities.”
Since day one, Jewelmer’s purpose has been linked to the protection and conservation of the environment. As pearls can only grow in pristine waters, they require carefully protected ecosystems and are excellent gauges of thriving marine life. “The beauty of the pearl is a natural indicator of the health of the environment,” Branellec says. “Ultimately, our vision is for the South Sea pearl to truly be a source of national pride for the Philippines, and for future generations to continue to be inspired and find hope in the story of our national gem.”
Through Jewelmer’s non-profit organisation Save Palawan Seas Foundation, the company also supports relief efforts for natural disasters and helps communities thrive. Some of the foundation’s recent initiatives include tree planting for forest rehabilitation and coastal clean-ups to restore the beauty of the natural white sands of Palawan. These programmes create positive ripple effects that provide lasting impacts on the land, the sea and the community. In 2023, Jewelmer also continued its partnership with Miss Universe Philippines; for a second year in a row, it fitted delegates with its signature South Sea pearls, representing confidence and empowerment. In a similar vein, the brand recently released a new campaign film, The Divine Feminine, featuring actor and model Solenn Heussaff in a bath resplendent with real South Sea pearls. “We are working on exciting long-term projects and have partnered with individuals to raise awareness of the South Sea pearl on a global platform,” explains Branellec. “We are strengthening the foundations of the global distribution of South Sea pearls and continuing to design one-of-a-kind jewellery masterpieces that are aligned with the heritage of the brand, while adhering to our vision of working in harmony with Mother Nature.”
Though the pandemic admittedly took a toll on Jewelmer, Branellec, who also serves as the president of the French Chamber of Commerce in the Philippines, is proud to announce that his company— and his team—emerged unscathed. “The last two years were spent overcoming the impact that the pandemic had on us,” Branellec admits. “But I’m proud of how our Jewelmer family stayed united—we did not reduce our team or let go of any employees—and faced times of adversities with profound resilience.”
Looking forward to a brighter year ahead, Branellec shares some of the exciting plans for 2024. A proof of the brand’s longevity, Jewelmer will mark its 45th anniversary next year, and to celebrate this significant milestone, Branellec reveals that an anniversary gala will be held in Hong Kong. “[The gala] is our token of gratitude to the global pearl industry for their support since Jewelmer’s inception,” he says. The brand is also currently working on an exciting upcoming K-drama series that will be premiering after 2023.