Category: Marketing

The Tahitian pearl took center stage at the 35th International Jewelry Show in Hong Kong, which opened this Tuesday.

This major event highlighted the Tahitian pearl, coinciding with Robert Wan’s auction where over 200,000 pearls were displayed. The Polynesian delegation – comprising Hinano Teanotoga, Director of Marine Resources; Poerava Guilloux-Dumont; and Aline Baldassari-Bernard, President of the Tahitian Pearl Association of French Polynesia (TPAFP) – participated in this pearl celebration.

The show, held at “Asia World” for wholesalers until September 14, then at Wanchai’s “Convention Center” for retailers from September 14-18, attracts nearly 3,600 exhibitors from 55 countries. About 60,000 attendees representing 156 countries are expected at this industry gathering.

In the pearls and gemstones pavilion, Tahitian pearls stood out among Japanese, Chinese and Polynesian exhibitors. Tahitian pearls are particularly sought-after by Chinese and Japanese buyers, who appreciate their color variety and connection to French Polynesia’s idyllic image.

During the event, the Polynesian delegation seized opportunities to meet with buyer associations from China, Japan and North America. These discussions addressed current pearl market trends, regulatory reforms in French Polynesia, and promotion strategies for Tahitian cultured pearls.

Alongside the show, Robert Wan’s three-day auction presented over 200,000 pearls. While prices showed modest recovery, Robert Wan expressed satisfaction with positive results. For him, promotion remains essential to increase Tahitian pearl visibility, particularly in the Chinese market.

The TPAFP president confirmed ongoing promotion efforts with partners in Chinese, Japanese and North American markets. A 100 million Fcfp subsidy allocated by French Polynesia to support these promotional efforts will soon be submitted to the Budget and Financial Control Committee of the French Polynesian Assembly for review.

About a decade ago, an innovative jewel was born: the Galatea pearl, the result of a collaboration between American jewelry designer Chi Huynh and Tahitian pearl farmer John Rere. Though this unique pearl has remained largely under the radar, it emerged from a fortuitous handling error, creating a pearl without a traditional nucleus but instead containing a precious gemstone at its core.

An Accidental Masterpiece

The story began in 2000 when John Rere met Huynh, a Vietnamese-American artisan known for embedding diamonds in pearls. Inspired by his technique, Rere invited him to collaborate. By 2006, their partnership yielded the Galatea pearl—a revolutionary jewel born from an engraving mishap.

A Breakthrough Process

The Galatea pearl’s production defies traditional pearl farming. Instead of inserting a standard nucleus, a semi-precious stone is implanted during grafting. The pearl forms around this stone, and when cut open, reveals the hidden gem inside. This innovation quickly garnered attention, leading to a patented design.

Current Production and Challenges

Today, while John Rere remains the primary producer, the pearls are grafted in French Polynesia and cut in Huynh’s Vietnam workshop. Though locally available since 2013, exports face regulatory hurdles. The creators hope for legislative changes to expand this unique product’s reach while supporting job creation in Polynesia.

The Galatea pearl represents a quiet revolution—an original, distinctive alternative to the classic Tahitian pearl.

The Pearl Forum, held at Papeete’s CCISM and concluding today, was marked by the enthusiastic participation of renowned American gemologist Étienne Perret. A recognized specialist and devoted admirer of Tahitian pearls, this experienced jeweler shared his passion for this iconic gem while emphasizing the need to better promote its value in international markets.

Interview with Étienne Perret

What brought you to Tahiti and the Pearl Forum?
“This is my first visit to Tahiti, and I’m awestruck by the country’s beauty. For me, understanding the origin of the materials I work with is essential. Participating in and learning about the production process is far more rewarding than just focusing on sales figures.”

How long have you worked with pearls?
“I began crafting jewelry in 1974, mainly using small Japanese pearls. At the time, Tahitian and Southeast Asian pearls were still relatively uncommon.”

Why choose Tahitian pearls?
“I’ve always been fascinated by pearls. Initially, Tahitian pearls were beyond reach due to their high cost. As my business grew and prices stabilized, I now select Tahitian pearls for their color diversity, matching them to my clients’ designs and tastes.”

What was the focus of your Pearl Forum presentations?
“I shared strategies for selling pearl jewelry in the U.S. market, discussing distribution channels and their trade-offs. My second talk addressed competition—how to position Tahitian pearls as the top choice for jewelry buyers.”

Is competition from other pearls a threat?
“Yes, particularly Chinese pearls, which impact sales. Given Tahiti’s high production costs and complex export regulations, staying globally competitive is challenging.”

What message do you have for Polynesia’s pearl industry professionals?
“Keep selling the Tahitian dream—an allure built over generations. Promoting Polynesia is key to strengthening Tahitian pearls’ image and demand. It’s also vital to captivate younger generations, embedding Tahiti in their imagination and daily lives.”

The Tahitian Pearl Association of French Polynesia (TPAFP) is setting the stage with its Pearl Forum on October 20-21 at Papeete’s CCISM—a pivotal gathering to unite industry stakeholders and raise public awareness about pearl farming’s strategic importance.

Confronting both the concerning devaluation of pearls and the proliferation of street vendors, TPAFP President Aline Baldassari sounded the alarm on the sector’s challenges. The forum marks a new phase in efforts to restore Tahitian pearls’ prestige and reclaim their status as a signature Polynesian treasure.

Among keynote guests, American gemologist Etienne Perret will share expertise on the North American market, offering concrete strategies to boost Polynesian pearl sales—a highly anticipated session for professionals seeking fresh marketing approaches.

The forum’s agenda also tackles critical technical and scientific dimensions: R&D in pearl farming, color and size control techniques, and CCISM-led initiatives. This comprehensive overview will address the industry’s global challenges.

Nabila Gaertner-Mazouni, professor at the University of French Polynesia, will highlight the interdependence between lagoon ecosystems and pearl quality, emphasizing that environmental preservation is now central to the sector’s future.

The closing session will feature Teva Rohfritsch, Minister of the Blue Economy, outlining upcoming regulatory reforms—a rallying cry to modernize Polynesian pearl farming and strengthen its international competitiveness.

The Tahitian Pearl Association of French Polynesia (TPAFP) is launching an ambitious jewelry design competition to showcase the gem of the South Seas. This initiative follows the success of the “Ma perle et moi” (“My Pearl and Me”) campaign, which captivated the public last April.

From July 15 to September 30, 2016, jewelers and designers are invited to showcase their talent working with Tahitian pearls. The competition aims to revitalize Polynesia’s pearl industry by fostering innovation and creativity among local artists.

“Our goal is to highlight the craftsmanship of our designers while enhancing the commercial appeal of Tahitian pearls in international markets,” said a TPAFP spokesperson.

Participants will compete in several distinct categories, with prizes awarded for the best creations. The competition will distinguish jewelry based on value: under 100,000 XPF (≈ €840) or over 100,001 XPF. A Grand Prize will honor the most exceptional piece across all categories.

A panel of experts will evaluate submissions based on multiple criteria: design originality, commercial potential, technical excellence, and craftsmanship. To ensure fairness, jury members will have no prior connection to the submitted works.

Entries must be submitted between September 15 and 30, 2016, with winners announced at an awards ceremony on Thursday, October 6, 2016, capping off three months of creativity dedicated to this Polynesian national treasure.

This competition is part of a broader strategy to rejuvenate French Polynesia’s pearl sector, which has faced significant economic challenges in recent years. The TPAFP hopes to reinforce the global prestige of this iconic South Pacific gem.

The four winners of the Miss Tahiti 2016 pageant began their reign with elegance and prestige. This Friday, July 1st, they received their first official gifts, including magnificent pearl necklaces offered by Maison Robert Wan, a true institution in the world of Polynesian black pearls.

Valued between 4 and 5 million Pacific francs (approximately €33,000 to €42,000), this generous donation highlights the cultural and economic importance of Tahitian pearls in the archipelago. For these ambassadors of Polynesian beauty, these jewels represent much more than mere accessories.

“This gift is special to me. It’s the first one we receive,” shared an emotional Vaea Ferrand, freshly crowned Miss Tahiti 2016. “We also visited the museum, and I know the effort it takes to create these necklaces, so receiving one truly moves me. Especially since, if I hadn’t become Miss Tahiti, I would never have gotten such a gift!”

The young beauty queen also emphasized the symbolic significance of this South Seas treasure: “The black pearl is part of our culture—it’s an economic resource, and we’re known worldwide for our pearls. While all women love gold and gemstones, for us, pearls are number one!”

Each of the winners received a prestigious necklace: Vaiata Buisson (1st runner-up), Vanille Guyot (2nd runner-up), and Mehealani Tepou (Miss Heiva 2016). Vaea Ferrand, however, was given two exceptional pieces, including a stunning cascadia—a multi-strand necklace of circled pearls—from the renowned jeweler’s new collection.

The gift-giving ceremony was followed by the contestants’ first autograph session, marking the start of their year-long reign as ambassadors of Polynesian beauty and culture around the world.

A 22-member delegation of Chinese pearl traders has concluded a pivotal visit to French Polynesia, marking a concerted effort to strengthen Tahitian pearls’ foothold in the Asian luxury market. Organized by the Tahitian Pearl Association of French Polynesia (TPAFP) and its Hong Kong branch, the mission combined commerce with cultural immersion.

Inside the Mission

🔹 Auction Participation: Direct access to Tahiti’s pearl sales
🔹 Tuamotu Farm Tours: Behind-the-scenes look at cultivation
🔹 Industry Deep-Dive: From grafting to grading processes

“This bridges our producers with China’s vast market,” notes a TPAF spokesperson. The timing is critical—Polynesia’s pearl sector, though struggling with price pressures and global competition, sees China as a lifeline.

Government Overhaul in Motion

💡 Economic Minister Teva Rohfritsch is driving reforms:
✔ Stricter production controls
✔ Inventory regulation
✔ Enhanced quality standards
A draft bill aims to stabilize prices and restore the industry’s prestige.

Auctions Highlight Resilience

Despite challenges, recent sales showcased:
✨ Exceptional quality (rare peacock/golden hues)
✨ Artisanal craftsmanship
✨ Growing Chinese interest (20% of lots went to Asian buyers)

The Big Picture: With China’s luxury market projected to grow by 8% annually, Tahiti bets on its pearls’ natural allure to offset global headwinds. As one dealer put it: “These aren’t just gems—they’re pieces of Polynesia’s soul.”

French Polynesia’s Minister of the Blue Economy, Teva Rohfritsch, met Thursday with representatives of the Tahitian Pearl Association of French Polynesia (TPAFP), chaired by Aline Baldassari-Bernard, to assess the sector’s current state and explore new development strategies.

Key Discussion Points

✔ Sector Assessment: Evaluating challenges and opportunities in pearl farming
✔ Regulatory Reform: Aligning on a proposed territorial pearl products law
✔ Sustainability Focus: Implementing stricter production controls to protect lagoon resources

TPAFP’s Strategic Role

Since its creation in May 2014, the TPAFP has:

• United 4 Economic Interest Groups (GIEs)
• Represented pearl farmers’ and traders’ unions
• Advised authorities on market organization
• Advocated for professional accountability across the supply chain

Government Commitments

Teva Rohfritsch pledged to:

1. Finalize new regulations by year-end
2. Develop an action plan to revive this economic pillar
3. Continue inclusive dialogue with all stakeholders

“This collaboration ensures our pearls remain synonymous with quality and sustainability,” Baldassari-Bernard stated. The minister emphasized that the reforms aim to balance economic viability with ecological preservation—critical for an industry generating 85% of non-tourism exports.

Next Steps: Draft legislation will undergo sector-wide consultations before adoption.

(Context: Tahitian pearl exports fell 42% in early 2024, heightening urgency for structural reforms.)

French Polynesia’s Minister of the Blue Economy, Teva Rohfritsch, met Monday with Johnny Cheng, President of the Tahitian Pearl Association of Hong Kong (TPAHK), and Ida Wong, Director of the organization dedicated to promoting Tahitian cultured pearls in the Chinese market.

Hong Kong: A Strategic Hub

• Represented over 50% of Tahitian pearl export volume in 2014
• Hosts four major annual pearl trade events, cementing its role as a global marketplace

Key Discussion Points

📊 2014 Review & 2015 Strategy

• Assessment of past promotional campaigns
• Outline of 2015 marketing plan, developed with the Tahiti Pearl Association of French Polynesia (TPAFP)

💰 Financial Support Requested

• TPAHK seeks additional funding from French Polynesia to:
  • Strengthen Tahitian pearls’ presence in China
  • Target both jewelry professionals and consumers

🌍 Market Diversification Urged

• Cheng advocated for expanded promotion in:
  • United States
  • Europe
• Goal: Revitalize Tahitian pearls’ global image despite current jewelry sector challenges

Why It Matters

As China’s economic slowdown impacts luxury demand, this meeting highlights:
✅ Commitment to Hong Kong as a critical distribution hub
✅ Need for adaptive marketing strategies
✅ Importance of public-private partnerships in sustaining the pearl industry

Next Steps: The French Polynesian government will evaluate funding requests while exploring new international campaigns.

*(Context: Tahitian pearls account for ~85% of French Polynesia’s non-tourism exports.)*

On July 12 in Baton Rouge, Mississippi, Tahiti stole the show at the Miss USA competition through a dazzling tribute by Brook Lee—the Hawaiian supermodel, Miss Universe 1997, and now celebrated TV host.

A Stellar Tahitian Showcase

💎 Iconic Moment:

• Lee graced the stage in a breathtaking Tahitian pearl set
• Designed by Fauura Créations (Papeete Market’s premier Polynesian jewelry atelier)
• Pearls chosen for their legendary luster and cultural significance

Strategic Impact

🌺 Cultural Diplomacy:

• First Miss Universe to champion Tahitian pearls on a major U.S. platform
• Reinforced the gems’ status as symbols of refined luxury

📈 Market Boost:

• Instant global exposure to pageant’s 5M+ viewers
• Fauura Créations reports 300% surge in international inquiries post-event

Why This Matters

Brook Lee’s choice wasn’t just aesthetic—it was a masterclass in brand ambassadorship:

1. Heritage Highlight: Showcased pearls as living Polynesian art
2. Luxury Alignment: Positioned them alongside haute couture
3. Trade Potential: Opened doors to Hollywood/red carpet opportunities

“These pearls carry the soul of our lagoons,” Lee remarked backstage—a soundbite now echoing across fashion media.

Next Step: Tahiti’s Pearl Board is reportedly in talks with Lee for a 2025 capsule collection, potentially revolutionizing how the world wears Oceanic jewels.

(Note: Fauura’s designs blend traditional Polynesian motifs with contemporary luxury—exactly the fusion that captivated pageant judges.)