Charmed, I’m sure

If you happen to like the name your parents slapped you with at birth, then chances are you’ve rewarded yourself with a little nameplate necklace (like Carrie’s in Sex and the City) or bracelet. And, most likely, you got it from this little store called Cubes, tiny kiosks situated at malls all over the metro that sell personalized jewelry.

The store became extremely popular about four years ago when the personalized craze galloped at full speed across our shores.

Teenagers flocked to Cubes et. al., so named after the letters inscribed in silver blocks that were looped on cords, to label everything they owned – from necklaces with "Cute" confidently stamped across their necks to the names of loved ones (or crushes) tagged on discreet bracelets.

"In Poveda," says Tina Macapagal, one of the owners, "there was even a fad. If you weren’t wearing Cubes, you weren’t cool." Who knew the hierarchy of cool involved name-plating?

Known for their chunky bracelets made in Italy, Cubes’ chrome-finished sparklers dazzle from afar and don’t tarnish. Tested by the owners themselves, who wore it for a full year to test the validity of their claim, the accessories are ideal for corporate mavens, who can juxtapose the bold statement pieces against sharp, tailored suits; and even suburban moms, who will find the hardy jewelry easy-maintenance for their busy schedules. The line also includes charm bracelets with Chinese astrological figures, Austrian bead-embellished cuffs (which resemble Swarovski beads, only at a much more reasonable rate – in keeping with the company’s democratic price policy), and colorful charms for necklaces and bracelets similar to the French cartoonish figures seen on high-end stationery.

In this age of public relations, when no designer-loving socialite gets to the best-dressed list by way of her own buck (many schlep to designers to borrow a dress), it’s rare to find a trend that starts on its own, rather than through the auspices of some PR machine. Which is exactly why the owners of Cubes were so eager to tell their brand story. After starting a business focused on personalized trinkets, including cellphone charms, key chains, and other accessories – "which was the first in the Philippines," one of the owners chimes in – other brands began to claim the same honor.

Started roughly four years ago, the owners came together by way of their husbands, who happen to be business partners. Victoria Puzon, president of the company, had seen some personalized jewelry in Tokyo Disneyland and gave one to Edna Sandico, who later became VP of the company.

"We were full-time moms looking for something to do," says Edna. Soon, they managed to find manufacturers who could ship in accessories for them. The company soon had three other members: Tina Macapagal, who happens to be Edna’s sister in-law; Maricel Prats, Victoria’s sister and also GM of the company; and Julie Peñalosa.

They began much like small, flourishing businesses do: with a bazaar. Soon they were opening stores across the city. And, like many flourishing businesses, imitators started quickly popping up. "People were claiming they started this trend first," says Edna, raising a wrist decorated with a chunky bracelet in silver, reminiscent of the Tiffany bracelets that were popular a couple of years ago.

Silver Streak

No matter the origins of local trends, Cubes is on a streak. Their nameplate line resulted in sales of as much as P100,000 a day during peak season on their first year. These days, they’ve managed a public-relations coup: the President, Gloria Macapagal Arroyo herself, was spotted wearing one of their pieces – and the line has now grown to include newfangled personalized pieces.

Having taken the personalizing trend to another level, the company made use of the digital revolution to encourage people to use images. Instead of the usual pendants, they’ve made use of memories – photographs of people from when they were kids or during important events – and made them even more memorable. As statement pieces, they make everything unique. After all, it’s highly dubious that the woman in your daughter’s carpool group will be wearing a necklace with your child’s image on the pendant.

Consumers can look forward to more ways to express their love for someone. Children can now have their images scanned and then placed on a bracelet for Mother’s Day. Husbands can pick a wedding photo and use the image as a pendant for the wife’s anniversary gift. Girlfriends can celebrate their friendship by placing images of people from their group alongside charms that represent their interests on bracelets. And narcissists can indulge in all sorts of jewelry stamped with their image.

Hey, There, Doll Face

Cubes’ latest introduction to the market is their Dress-up Girls, a line of pendants featuring figurines very similar to Bratz, which kids have been toting around these days, with outfits that can be mixed and matched.

"These accessory dolls are interchangeable," explains GM Maricel Prats.

Simply buy another set and tops and bottoms can be interspersed at will. Though targeted towards tweens, that highly-bankable market of excitable girls between the ages of eight and 12, the Dress-up Girls have a fun quality about them that’s sure to appeal to any girl worth her salt in cute accessories.

"We see this as a potential signature collection," adds Victoria.

More than just necklaces, the Dress-up Girls function as charms on brooches, bracelets, and anything else you can pin it on.

"At Cubes," says Maricel, "we’re all about bringing new things to the market – that’s why the competitors are always copying us."

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Cubes shops are located at the second level of Glorietta 2, third level East Wing of Robinsons Galleria, second level of Robinsons Place Mall, third level of Festival Supermall, upper ground floor of Alabang Town Center, third level of The Podium, and upper ground floor of Gateway Mall.

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The company is currently franchising. Contact 637-5100 for more information.