Suki Jewelry doesn’t just aim to bedazzle its clients with fine collections and enchanting pieces; they’re reshaping a centuries-old industry through innovation, practicality, and personality
Jewelry is often entwined with the ideas of tradition, extravagance, and history with its long-lasting and generation-passing characteristics. There are those however, who dare to go beyond the status quo, and establish a longstanding legacy of their own conception. Dubbing itself as the new generation of fine jewelry, the Suki Jewelry brand, as its founders would describe it, sports “a luxury that’s a mix of high and low, effortless and opulent, new and old, dressed-up and pared-down.” What are the stories and secrets etched deep in the heart of this trailblazing brand? How are they switching up the formulas that have stood the test of time? Here are the precious nuggets of insight that we were able to pan out in our talk with the three year old brand’s husband-and-wife duo of owners.
Cast from concern
Like most great trademarks, Suki Jewelry was born to fill in a gap that a then-current market was not able to fulfill. For couple-owners Aaron and Shar Cabigas, the industry of jewelry was saturated with two untenable extremities: products that were either affordable but too disposable, and pieces that were long-lasting, but too overpriced. Believing that such a market could not be sustainable in the long term, the couple set their eyes towards developing a brand that could provide the balance of both affordability and luxury. As Shar herself stated: “That’s where the frustration lies; a frustration to find the perfect jewelry that I could relate to; a frustration to find up-to-date designs that are made of at least 14-karat solid gold that won’t break an arm or a leg; a frustration to wear a brand that speaks to consumers like us.”
It seems that such frustrations were what the couple was born to quell, as Aaron’s lineage happened to be involved in the manufacturing of fine jewelries for over four decades. For this young couple, the stars could not have been more aligned. They explained that after getting married, both left their corporate jobs and pursued their destiny of building a “company they wish existed;” a company whose existence did not solely depend on making profit, and had a clear-cut mission of creating jewelry that connected to its customers.
Only three years after its inception, the couple’s passion project-slash-family business would inevitably endure a new challenge in the form of a harrowing pandemic. With gripping restrictions to both the market and the business itself, what was the ace in Suki Jewelry’s sleeve that allowed it to thrive in the new normal?
A cut above the rest
Aaron explained that Suki Jewelry was fortunate to equip itself with tools for the challenges of the modern age, reiterating that the young trademark had established its roots in the e-commerce business since day one with its interactive shop website and social media pages. This allowed Suki to integrate its brand with the wonders of the internet at an earlier date. Such powers were not something that Suki’s tradition-sticking competitors were able to wield, most of which had to bear the brunt of losing precious face-to-face foot traffic while shouldering the excessive expenses of brick-and-mortar stores.
Apart from this, the couple added that Suki was also quick to make the necessary adjustments and afford leeway for its ever-expanding family of gifted smiths and artisans. This willingness to be flexible ties in to the couple-slash-business owner’s strict adherence to the brand’s principles of quality, transparency, and individuality. Shar adds that:
“We are interested in shining a light on aspects of the business that people do not see and therefore, get to appreciate.”
Shar on upholding the company values
Such aspects, for the couple, would mean things that most businesses would usually place a shroud of secrecy over. For one, the couple admits they rarely go on sales as they find their pricing to be fair and thought-out from the product’s supreme quality and craftsmanship imbued. This honesty seems to have paid back a hundredfold, as the company now enjoys the long-term relationship and consistent return of its clients who are assured that they will be taken care of.
The couple cites that because of their unique path, the challenges they face with their company would also be different from traditional jewellers, as they engage in a realm where customers can’t touch your products or chat with you face-to-face. This means that the trust-building leaves no room for error, and quality must mean everything, from the material to finish.
On forging new formulas
Despite their penchant for modernity, the duo admits that they still, of course, adhere to the established lessons and experiences that Aaron’s storied pedigree has afforded them to learn. Traditional values such as hard work, superb craftsmanship, good customer service, and fairness are what Aaron believes were the most important traits instilled to him by his father, both as a jeweller and as a person, citing: “I guess, growing up, he has in a way instilled in me a sense of rightness in running a business—to ensure each and every piece must be meticulously done using only premium materials and to deal with our clients and artisans with integrity and transparency.”
It is clear that these values are reflected on the pieces that Suki Jewelry offers; but a closer glimpse through the loupe tells us that the couple-owners have added a few newer qualities of their own to really make their pieces noteworthy; the gems of empathy, understanding, and multifaceted expression. Such values are what the husband-and-wife duo have been proudly prioritizing as they talked about their love for collaboration with young creatives; a pursuit which has garnered them much-deserved attention. One such collaboration was that of an ear-piercing curation with the country’s Box Office Queen Kathryn Bernardo; a magnificent eight-piece combination which they painstakingly worked at for several nights.
“We knew we needed to redefine the concept of fine jewelry by introducing a new kind of luxury to the new generation and the generations to come.”
Aaron on what separates Suki Jewelry from the rest
On the future
With Suki’s consistent successes looming, the couple have afford themselves the chance to set their eyes for the future, as they maintain the level of their current successes. In their goal of Suki becoming the most preferred fine jewelry brand in the country, the couple hopes to be able to shine a larger spotlight on the artworks of our Filipino artisans under a global stage; as they wildly dream of someday getting the chance to open physical stores in places such as Daikanyama, Le Marais, Nolita, and many more. Despite this, the couple stay sober in awareness, as they consistently remind themselves of the challenging realities of an industry with an extremely competitive market. This awareness, however, makes them grounded in knowing that they can build Suki upward into heights that have never been reached before.
When asked what their first piece of advice would be to couples like Aaron and Shar who plan to take their first steps into the landscape of entrepreneurship, both business owners resorted to ideas focused on improving the mindset before any other business-related idea; letting you know firsthand what should be the priority from the very beginning. For Aaron, it is to appreciate the privilege beset on fulfilling your passion project with your life partner, as well as finding ways to complement the skills and abilities of your partner while remaining united in purpose and passion. Shar, on the other hand, believes in keeping yourself aligned to your vision and purpose, as well as the power of unwavering dedication and trust between your partner despite the challenges that putting up a business from scratch might entail.
“From a mindset of ‘trial and error’ to a mindset of ‘there’s no plan B.’ When you embrace this shift, you give your all.”
Shar and her advice to couples pLanning to turn entrepreneurs
What makes Suki Jewelry different is that their adherence to principles may just be as long-lasting as the timeless trinkets they mold; the greatest twist to their brand is that their approach is not founded upon flamboyance or extravagance, but rather a deep sense of understanding to all of their stakeholders. First and foremost, the brand understands its own identity and the disposition they are in now. They understand their mission of showcasing the best that our country has to offer in jewellery-making. Most importantly, they understand all of the needs and tendencies of their patrons and adjust accordingly, as they strive to make a real relationship with them instead of treating them as mere consumers. It cannot be denied that this unique offer of empathy may perhaps be the most shimmering piece of treasure they have to offer.
To see the latest collections of Suki Jewelry, make sure to visit their official website and follow them at their official Facebook and Instagram pages to stay updated.
