A true style purveyor who understands the tastes and trends of the times, this Iloilo homegrown jewelry brand proved its untarnished brilliance.
Known for its craftsmanship, F&C Jewelry is seen today as a dynamic brand, making it the most dominant market distributor of exquisite handcrafted jewelry in the Philippines.
“In the five decades that we’ve been around, we’ve overcome countless economic recessions, manmade and natural disasters, political upheavals, and the pandemic that has wiped off a significant value in our economy,” matriarch Susan Caperonce Florete, President of F&C Group of Companies and Chief of Production of F&C Jewelry Inc., said.
The largest leading jewelry retailer celebrated its 50th anniversary last October 2023 at Makati Shangri-La Hotel.
Gold never gets old
Whether it is an heirloom or a day-to-day accessory, gold is a regal statement that appreciates over time. Now, it even puts together a modern, chic look.
F&C Jewelry’s five-decade milestone marked a new era of elegance for all kinds of wearers, including the new generation of Filipinos, such as its newest ambassador, actress and fashion influencer Sofia Andres.
“Jewelry can symbolize status, but beyond that, it’s a form of self-expression. It allows one to express one’s style and taste in fashion, and it also helps to convey your emotions, just like when you give jewelry to your loved ones for their birthdays, weddings, and many more,” Sofia said as she embraced a treasured partnership.
F&C Jewelry has also worked with Rajo Laurel to create Rings by Rajo, a 2010 capsule collection inspired by the couturier’s renowned work in bridal fashion. Actresses Bea Alonzo and Coleen Garcia have also represented the brand, proving its readiness to cater to the fashionistas of classic and modern eras alike.
Spreading golden brilliance
F&C Jewelry was first established in Iloilo City in 1973 by Susan, together with her spouse, Marcelino M. Florete, Jr. This dynamic duo drew inspiration from Susan’s mother, Cristina Orian Caperonce, a gifted “alahera” from Bulacan.
From being a quaint establishment along 73 Guanco Street in Iloilo City, which still exists to date, it has grown to 73 branches across the country and counting.
With the couple’s children—CEO Marcelino Florete III, Gemologist and Executive Vice President and Director for Merchandising and Admin Marjorie Florete, Gemologist and Director for Business Development and Marketing Marissa Florete Gorriceta, and Atty. Mary Christine Salome Florete as legal—now leading, F&C Jewelry continues to embark on enriching a wonderful heritage by making timeless pieces./PN