Rather beyond the exquisite craftsmanship and the precious stones, what makes a piece truly remarkable are the beautiful memories and emotions that add brilliance to a jewel. It is not the glitter or gold, but the memories.
Jewelry, therefore, is not something simply owned, it is cherished, remembered and taken care of as prized heirloom.
This appreciation of journeys and milestones is not lost to sisters Marissa and Marjorie Florete, the daughters of prestigious jewellers and heirloom makers Marcelino and Susan Florete. The two daughters have proudly embraced the family enterprise and are building onto the extraordinary legacy of F&C (Florete & Caperonce) Jewelry, one of the oldest and right now the biggest fine jewelry retailer in the country with more than fifty stores nationwide.
CREATE YOUR OWN STORY
“My mother and father, even our grandmother who started it all for the family; have always believed that what makes jewelry so special are the stories they tell. Each piece has meaning, emotion and a story behind it. In as much as these jewelry pieces have significance in each of our lives, we want to share these experiences and help people create their own stories with F&C,” says Marjorie Florete with her sister Marissa Florete Gorriceta.
Understanding that each individual’s journey is different and unique, and that life’s greatest moments should be kept alive in our memories, F&C has launched a unique campaign, Create Your Own Story, which encourages customers to immortalize memories by owning inspiring pieces that last forever.
Whether as a gift for a loved one or one’s self, these F&C creations will be pieces that patrons will surely keep close to their heart. Jewel collectors will fall in love with the array of elegant charms, delicate designs, precious stones and diamonds. From the classics to the whimsical, from the formal to the pieces that you can use everyday tells something about the life one has lived.
“At F&C, we take great efforts to fuse together quality gems and precious metals to create exemplary pieces that have timeless appeal. We commit to good quality and create innovative designs that will be relevant for future generations to come. All of these heirloom pieces, which may be passed on from one generation to the next, celebrate beauty and romance; all sound pieces and valuable touchstones that last a lifetime,” shares Marissa, adding that F&C’s designs are limitless, as they are timeless.
Marissa further adds: “When people speak about jewelry the first thing people think about is the price. What sets us apart is that in our desire to provide Filipinos a chance at a wearable investment like jewelry, we have made it a point to offer affordable-luxury pieces aside from the very expensive ones in our stores. In this way, more and more Filipinos are given the chance to create their own stories as well.”
F&C Jewelry was first established as a humble, home-grown business in 1973 by spouses, Marcelino M. Florete, Jr. and Susan Caperonce-Florete, whose mother was a renowned jeweler in Iloilo City. Building on the long-standing family tradition, sisters Marissa and Marjorie have grown F&C into a more formidable luxury brand that continues to flourish 40 years later. Together, with their other siblings Marcelino III and Mary Christine, the Florete siblings continue to enrich a wonderful heritage in jewelry making, as well as bringing fine jewelry to a wider Filipino audience. Today, F&C is a proud market leader with over 50 jewelry stores all over the country.
F&C Jewelry is available in all SM Department Stores nationwide and at the new Glorietta Mall. Visit www.fncjewelry.com to know more about their latest designs.