The executive behind BVLGARI’s regional sparkle explains the reason they chose Pia Wurtzbach as the first official Filipino ambassador
Few names resonate as powerfully as BVLGARI. The iconic brand, which recently celebrated 140 years of high jewelry craftsmanship, continues to evolve and attract, particularly in the markets of South Asia Pacific. At the helm of this regional transformation is Jeffrey Hang, BVLGARI’s Regional Managing Director. In an engaging conversation, Hang reveals the essence of BVLGARI’s vision, the strategic appointment of Pia Wurtzbach as the first Filipino House Ambassador, and the unique dynamics of the local market.
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A Jewel Among Ambassadors
When asked about the qualities BVLGARI seeks in an ambassador, Hang’s response is insightful and reflects the brand’s prestigious standards. “We’ve been working with Pia for a while now; it wasn’t until recently that we officially designated her as our representative in the Philippines,” he shares. The decision to appoint Wurtzbach, a fashion maven and former Miss Universe, points out her exceptional impact and the brand’s acknowledgment of her continuing popularity.
Wurtzbach’s work embodies the qualities BVLGARI values most. “She has tremendous influence, if you look at her numbers on social media,” Hang notes. “But more than that, she’s a woman of substance. She’s an author, she works with young people, and she’s involved with future work in AIDS advocacy. She’s empowered and independent, and that’s the spirit we want to convey.”
The Pia Effect
Wurtzbach’s ability to wear jewelry with an air of sophistication played a significant role in her selection. “She wears jewelry very well. Everything looks amazing on her, whether it’s a $1,000 ring or a million-dollar necklace,” Hang remarks with admiration. This ability to elevate the jewelry she adorns aligns perfectly with BVLGARI’s image of beauty and affluence.
As BVLGARI’s ambassador, Wurtzbach is poised to further enhance the brand’s presence in the region. “We see great potential in the Philippine market,” Hang explains. “Most of our business with Filipinos was done outside the Philippines before the pandemic. But since then, everyone discovered the joys of shopping at home, and we’re doing very well. Announcing Pia as our partner here comes at the perfect moment.”
Slithering into the Philippine Waters
Diving deeper into the market dynamics, Hang highlights the unique sophistication of Filipino clients. “Filipinos are probably amongst the most sophisticated clients we’ve got in Southeast Asia,” he observes. “It doesn’t matter whether they’re millionaires, billionaires, or office ladies; they all have a pronounced sense of style.”
Hang also notes a particular affinity for BVLGARI’s Serpenti line among Filipino women and men. However, one distinction stands out: the resonance of the brand’s watches in the Philippines. “Our watches resonate much more strongly here than in other Southeast Asian countries. Filipinos recognize the importance of timepieces and appreciate the distinctive aesthetic that BVLGARI offers,” he says. “I attribute that to our team for the great job that they’re doing.”
A Dazzling Future
When asked to describe the future of luxury jewelry in the Philippines in one word, Hang’s response is immediate and evocative: “Dazzling.” He elaborates, “In the past, big pieces of jewelry were usually bought from local jewelers trusted by families for generations. Today, there’s a much greater understanding and appreciation of international jewelry, and we are benefiting from that. This is just the beginning; there’s a lot more to come.”
Jeffrey Hang’s vision for BVLGARI in the South Asia Pacific area is both ambitious and grounded in a thorough grasp of local nuances. With Pia Wurtzbach as the brand’s first Filipino House Ambassador, BVLGARI will continue to sparkle further into the future. It promises an eternity as dazzling as the jewels they create.
Photos and Featured image: BVLGARI
Photographed by PAUL PAREDES
Special thanks to JESHA ABAD
