For the first time, BVLGARI’s illustrious high jewelry collection has graced Philippine shores—a showcase of how Filipinos truly connect with luxury
Bringing BVLGARI’s high jewelry line to the Philippines isn’t merely about flaunting opulence—it confirms how Filipinos have elevated their taste for luxury. As BVLGARI Regional Director Jeffrey Hang shared in our conversation, this decision wasn’t a fleeting one. It reflects a longstanding relationship with Filipino clients, now reaching the point where BVLGARI felt it essential to engage with them to a greater extent. “This is the first time that we’re actually bringing it in directly, and it’s a full collection. We have 80 pieces that represent the best of BVLGARI,” he explains.
Going direct isn’t just about ownership over distribution, but a commitment to ensuring clients experience their pieces on a truly personal level, wherever they may roam. “Clients today may be in Manila, but they’re global clients,” Hang notes. To him, this transition means cultivating relationships that feel intuitive across borders, whether in Singapore, Rome, or Tokyo. BVLGARI wants its clients to experience a consistent, thoughtful connection with the brand, and the direct presence of its high jewelry line in Manila is a significant part of that vision.
But what does it mean to bring “high jewelry” to a culture like the Philippines? At BVLGARI, high jewelry is an emotional connection, something Filipinos inherently value. Hang highlights the uniqueness of these pieces: “With high jewelry, it’s first and foremost, much more emotional,” he says. “Clients connect with our jewels through emotion.”
He recalls a memorable interaction with a Filipino client who attended an international event and found a piece adorned with her and her children’s birthstones—a moment that brought her to tears. “Emotion is something that I think a BVLGARI would fit very well into, given that cultural aspect,” Hang reflects, pointing to how these pieces are personal treasures similar to heirlooms-in-waiting.
Filipino clients have long been known for their sophisticated taste, a reputation Hang wholeheartedly affirms. While many Southeast Asian clients maintain relationships with local jewelers, Filipinos are increasingly embracing international jewelers like BVLGARI, drawn by exceptional stones and the allure of a distinct provenance. Hang observes that this shift mirrors a broader appreciation for global fashion, with Filipino collectors recognizing the narrative that brands like BVLGARI can offer—one that local jewelers, with all their skill, may not be able to replicate.
Though BVLGARI’s high jewelry debut in the Philippines may inspire other luxury brands to follow, Hang assures that the brand’s approach remains distinctly thoughtful and carefully paced. Recently, BVLGARI opened a boutique in Cebu, marking another step in its commitment to Philippine clients. As Hang notes, the timing is right: “We’ve now established that really, there is enough of a critical mass of clients here that it’s the right moment to begin doing so.”
What does this moment signify for the Philippines? Perhaps it’s more than Filipinos’ growing spending power; maybe it’s a celebration of their capacity to find meaning and emotion in objects of beauty. Luxury is often ephemeral, but emotions are definitely critical. BVLGARI’s high jewelry transcend trends and time; pieces that don’t just adorn, but resonate deeply—connecting with each heartbeat and passing on stories as rare and radiant as the stones themselves.
Photos: KIM ANGELA SANTOS of KILQ, INC.
