How F&C Jewelry stays afloat for 50 years amid inflation, fake gold

MANILA, Philippines — Homegrown jewelry brand F&C Jewelry admitted that during crises like the ongoing global inflation, temptations arise.

Jewelry brands like theirs might be inclined to cheat by using fake or gold mixed with similar but substandard materials.

The company was very careful not to fall into that trap, which is why it has been around for 50 years and counting.

“In the five decades that we’ve been around, we’ve overcome countless economic recessions, manmade and natural disasters, political upheavals and the (COVID-19) pandemic that has wiped off a significant value in our economy and has wrecked havoc in our healthcare system,” Susan Florete, President of F&C Group of Companies and Chief of Production of F&C Jewelry Inc., said in a speech during the brand’s recent anniversary launch in Makati Shangri-La Hotel.

“We have faced steep competitions from both direct and indirect competitors. We had threats in terms of substitute products and lower classes of gold that threatened to disrupt our share in the market,” she said.

“Nevertheless, we fought these threats head-on. We fought fair and square as we believe that developing integrity creates a strong brand.”

It was “humbling and fulfilling” for their company to have lasted 50 years, she affirmed, by staying to their brand values.

“In a world of monoliths, unfair competition and intense market warfare, our best weapon was the trust we gave for every single customer… This is why for 50 years, we relied on our motto, namely, integrity, reliability and concern. You can count on us to give you exceptional service and products.”

The secret to their longevity, she said, was to commit to their brand values in every step of the supply chain.

“From the moment we procure, to entry to production, to logistics, until each item reaches a store, a sale concluded with us with a customer is a sacred covenant for us to demonstrate concern to our stakeholders.”

The company traces its roots back to October 15, 1973, when it was founded by the visionary couple, Marcelino Florete Jr. and Susan Caperonce-Florete. This dynamic duo drew inspiration from Susan’s mother, Cristina Orian, a gifted “alahera” (jeweler) from