Jewelmer Unveils The Most Luxurious Magazine In The Philippines
Posted on | November 12, 2010 |
This luxurious periodical is a one-of-a-kind version of the 8th issue of Flow magazine that Jewelmer curated. This hardbound edition rests upon a handcrafted box of kamagong wood inlaid with Mother-of-Pearl alongside a lustrous golden South Sea pearl strand necklace and an engraved Mother-of-Pearl bookmark.
This issue of Flow is the first ever to be curated by a luxury brand. Past curators of the premier art, culture, and design magazine include Miguel Rosales, Kenneth Cobonpue, Chito Vijandre, Ricky Toledo, Joey Yupangco, Cesar Gaupo, and Ariel Lozada. Each issue of Flow brings to life the artistic vision of their curators through various media such as photographs, poems, paintings, and essays.
“We wanted to share Jewelmer’s brand image in a new, creative way” says Jewelmer Marketing Manager Mia Macapagal when asked about why the brand decided to curate an issue of Flow Magazine. “We’ve actually had our eye on custom publication as a marketing tool for a few years now. When we saw Flow magazine, we saw the potential to expand our horizons and show Jewelmer as it had never been before. It was a serendipitous partnership,” Macapagal shares.
The issue, themed as Passion Flows speaks about Jewelmer’s various passions and is divided into six segments: Passion to Protect, Passion of the Filipino, Passion for Beauty, Passion of the Woman, Passionate Connections, Passion for Craftsmanship, and Passion for Perfection. Among those featured in this issue are works done by world-renowned underwater photographer Scott “Gutsy” Tuason, the Father of Philippine Photography Teodulo Protomartir, Fashion Designer Rhett Eala, Director Robby Carmona, sculptor Olivia d’Aboville, and journalist Alya B. Honasan.
“The entire issue is about passion as told through what we call the Jewelmer Touch,” says Macapagal, “We wanted readers of the magazine to experience the issue the same way they would a golden South Sea pearl: through their fingertips as well as with their eyes.”
It fell on the capable hands of Juan Caguicla, guest creative director for Flow 8 as well as Executive Editor Patrick Apacible to translate Jewelmer’s passions into a milestone issue of the magazine. “We were a bit apprehensive at first of working with a company because the experience of dealing with a corporate identity was never explored before. We were cautious as to what aesthetic to deal with since Jewelmer had a clear brand position behind it. Would they be open to Flow’s nature of constant experimentation and challenging the norm?” Apacible shares.
The Flow team was pleasantly surprised, however, to learn that Jewelmer was open to exploration and experimentation. What happened was what Apacible described as “an endless stream of creativity and a Eureka moment’s wet dream.”
“It was quite an experience reinterpreting the brand through the visuals Flow would present. It gave us an opportunity to go back to the heart of Jewelmer, to our Passion as pearl farmers and fine jewellery makers in order to share it with a wider audience. Furthermore, this project is in line with our continued efforts to promote the Filipino and the Philippines under the symbol of the golden Philippine South Sea pearl, the Philippine’s National Gem ” Macapagal says.
The result of this creative collaboration is a Flow magazine unlike the others done in the past. “What sets Flow 8 apart is that it carries a theme that everyone experiences in their lives: Passion,” Apacible shares. “All of us have our passions and we use it in different ways: to challenge ourselves, to improve ourselves, to inspire… this issue is tangible evidence of what passion can achieve. Flow and Jewelmer couldn’t have accomplished what they have today without passion. Passion pushed us.”
Issues of Flow 8 will be available in National Bookstore, Fully Booked, Power books and leading magazine kiosks on the November 19 while Jewelmer’s exquisite South Sea pearl jewellery is available at branches located at:
EDSA Shangri-La Hotel (02.9107571),
Makati Shangri-La Hotel (02.7577447),
Manila Peninsula Hotel (02.5015862),
Sofitel Philippine Plaza Hotel (02.8341468),
Alabang Town Center (02.7723529),
Glorietta IV (02.7296735),
Shangri-la Plaza Mall (02.6375146),
SM Megamall (02.6335068),
SM Mall of Asia (02.5566344),
Trinoma (02.9015823),
Ayala Center Cebu (32.2315665),
Eastwood Mall – (02.9150389)
Greenbelt 5 – (02.7576441)
Marquee Mall, Pampanga – (045.3040295)
PUBLICITY PHOTOGRAPHS AND POST-EVENT RELEASES TO FOLLOW ALONG WITH A COMPLIMENTARY ISSUE OF FLOW 8: PASSION FLOWS CURATED BY JEWELMER.
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