When it comes to jewelry, our mothers and grandmothers know best. They would go to Bulacan for gold and Baguio for silver.
"Jewelry is a viable industry. It can be a billion dollar earner like Thailand, where the government has strongly supported the growth of the jewelry industry in terms of incentives and support during international exhibitions," said Micheli’s president Mia Faustmann. "We can compete globally but we have to become more avant-garde when it comes to designs," she said.
Most of Micheli’s silver jewelry and gift items are exported to Spain, the United Kingdom and other European countries. Among its export markets, Faustmann counts the United Kingdom as the most difficult to penetrate for silver products.
Silver entering the United Kingdom market must have four marks: the first mark indicates the maker; the second, an okay from the UK assay office; the third, the fineness of the silver; and the fourth, the year when it was tested. A product which claims to be made of sterling silver, for example, must have a silver content of at least 92.5%. Products which do not make the grade are smashed and then shipped back to the exporting company.
| |
Micheli’s designs are different from the traditional style for silver jewelry seen in Baguio shops. "Silver allows for more experimentation than gold. You can make bigger pieces like ashtrays with silver because it is cheaper than gold," said Faustmann, who has her own lapidary to cut the colored stones that she likes to mix with silver.
A best-seller last Valentine’s Day was a big heart-shaped pendant, hooked in a simple black or red cord. Also popular is the marquis. Right now, Faustmann is developing a bamboo design as Micheli’s signature look in the same way that Tiffany’s is known for its charm bracelets.
Faustmann gets her design inspiration from sources as diverse as attending international exhibitions and looking at magazines. House designs are sold locally at Micheli’s two local outlets–one at the Greenbelt and the other at the Manila Peninsula Hotel–and abroad. "Women’s jewelry is more fashion-driven. This means there’s less of a safety net in place," she said.
| |
In its silversmith shop in Antipolo, Micheli’s employs 100 artisans, most of them just high school graduates. "It’s a viable industry, especially for those who do not have an education. Out-of-school youth and those who cannot afford the cost of higher education can start as an apprentice and later become stone setters, who earn a lot more than the daily minimum wage," Faustmann said "It is easy to train the young ones because they are flexible, especially in the appreciation of the latest designs."
Unlike the capital-intensive information technology industry, the silversmith business is easier to set up. All that is needed is some space and trained stone setters, designers and workers. The bulk of the investment goes to equipment. A capital of P10,000 is good enough for a mom-and pop operation using hand tools. An export company would need a capital of P1 million upwards, largely because of machines such as a stamper, which is similar to the one used by car companies.
With the popularity of silver jewelry and increased government attention, Faustmann hopes the Philippine silversmith industry will finally take off and take its place among the world’s best like Tiffany’s and Cartier’s.