Category: Marketing

On Wednesday, February 25 at 6:30 PM, the Petit Théâtre de la Maison de la Culture will come alive with the captivating story of the Tahitian pearl, as it hosts the premiere of the documentary “Poe Rava: Story of a Pearl”, directed by Philippe Fréling.

A production by Bleu Lagon Productions in collaboration with Polynésie 1ère, this film promises an emotional dive into the heart of Polynesia’s lagoons.

More Than Pearls: A Cultural Legacy

The documentary reminds us that Polynesia’s lagoons are far more than just sources of pearls and mother-of-pearl—they are the keepers of an ancestral culture. For centuries, mother-of-pearl was used to craft fishermen’s hooks and adorn ceremonial attire, while pearls, rare and precious, were reserved for kings and loved ones—symbols of prestige and eternity.

From Natural Treasure to Global Trade

With the arrival of European explorers, this natural treasure became the focus of a frenzied trade, endangering divers and degrading the lagoons. The film traces the epic journey of pearl farming, from the domestication of Polynesia’s Pinctada margaritifera oyster to the monumental impact of this industry over the last 50 years—politically, socially, and economically.

A Journey Across Time and Seas

“Poe Rava” takes viewers from Japan, birthplace of pearl oyster grafting in the early 20th century, to Polynesia’s lagoons, where pioneers overcame immense challenges to cultivate the first cultured pearls half a century ago.

Divine Wonder to Human Mastery

Blending emotion and education, “Poe Rava: Story of a Pearl” stands as a precious testament to Polynesia’s pearl heritage. An unmissable event for lovers of culture, history, and Oceania’s treasures.

Don’t miss this cinematic tribute to the soul of Polynesia’s pearls.

Sixteen elite jewelers from Denmark, Norway, Switzerland, and Sweden have completed an unprecedented deep dive into Tahitian pearl cultivation, hosted by the French Polynesia Pearl Federation (FPPF). This intensive study tour offered a 360° view of pearl production while forging powerful new European partnerships.

Behind-the-Scenes Pearl Education

🔍 Itinerary Highlights:

• Farm immersion at Tahaa’s pearl operations
• X-ray demonstrations at the Pearl Control Service
• Museum exploration tracing Polynesia’s pearling history
• Masterclass seminar on grading & market positioning
• Hands-on workshop with FPPF experts

💎 Commercial Impact:
Despite being self-funded, participants acquired 1,000+ mounted pearls during a private sale, signaling strong market demand. “The craftsmanship here redefines luxury,” noted a Swiss buyer.

Market Shifts in Motion

🌍 Northern Europe’s Growing Appetite:

• Ruddy Niels-Hansen (Danish Jewelers’ Federation) confirms:
  • Tahitian blacks now outpacing white pearls in youth markets
  • Plans for educational campaigns targeting wholesalers
• FPPF’s Marcelle Howard reports:
  • Immediate orders exceeded expectations
  • Upcoming auction expected to break records

The Human Connection

Beyond commerce, the experience highlighted Tahiti’s greatest asset—its people. “The warmth of pearl farmers is as authentic as their gems,” shared a Norwegian participant. This cultural bond may prove invaluable as Tahitian pearls cement their status as the progressive alternative to traditional white pearls.

Next Steps: The FPPF will host a buyer delegation from Japan in October, building on this successful model. Industry analysts predict these immersive experiences could increase European sales by 25% within two years.

“We’re not just selling pearls—we’re inviting the world into our legacy,” Howard reflects. With jewelers returning as brand ambassadors, Tahiti’s pearl narrative is being rewritten in gold.

In a watershed moment for French Polynesia’s pearl industry, the Tahitian Pearl Association of French Polynesia (TPAFP) has secured membership from over 80% of local pearl professionals, marking a new era of collective action under President Aline Baldassari-Bernard.

Key Developments

🏷️ Future-Focused Mission

• Market regulation: Implementing standardized quality controls
• Brand protection: Developing a certification label for authenticity
• Global positioning: Creating unified marketing strategies

🎨 Logo Design Competition (Deadline: August 22)

• Open call for designs embodying:
  • Polynesian heritage
  • Pearl cultivation artistry
  • Luxury market aspirations
• Grand prize: A 1 million FCFP pearl necklace
• Judging panel:
  • 8 industry experts
  • Ministry of Perliculture representative

Strategic Implications

✔ First-time consensus among farmers, processors, and exporters
✔ Quality assurance system to combat market dilution
✔ Premium positioning against competing pearl origins

“This isn’t just an association—it’s our cultural ambassador,” declares Baldassari-Bernard. “That logo will become the global stamp of Tahitian pearl excellence.”

A new chapter begins for Polynesia’s pearl sector with the creation of the Tahitian Pearl Association of French Polynesia (TPAFP), uniting professionals across all archipelagos and industry organizations. This pivotal initiative fills the void left by previous dissolved structures, reinvigorating the global promotion of Tahitian cultured pearls—which remain a cornerstone of the territory’s exports despite a decade of challenges.

Key Missions & Funding

• Primary objective: International promotion of Tahitian pearls
• Funding model:
  • Government subsidy (amount pending finalization)
  • Pearl Export Specific Duty (DSPE), expected to generate 400-500 million Fcfp/year

Strategic Focus Areas

1. Target markets:
   • Priority: Japan & China
   • Secondary: USA & Europe
2. Global presence: Participation in major trade shows (Baselworld, Hong Kong International Jewellery Show)
3. Production oversight: Expanded role in regulating pearl farming and commercialization

Industry Unity & Distinction

• 300+ members (out of 468 eligible professionals) fostering unprecedented collaboration
• Complementary role: Works alongside the French Polynesia Pearl Federation (FPPF), which focuses on jewelry/artisanal promotion
• Brand identity: 1 million Fcfp logo design contest open to the public, symbolizing global ambitions

“This isn’t just another association—it’s a collective rebirth,” says an industry insider. With streamlined governance and clear market priorities, the TPAFP aims to restore Tahitian pearls to their rightful place as the jewels of the Pacific.

In just over a year since its creation, the French Polynesia Pearl Federation (FPPF) has transformed into a powerhouse for promoting Tahitian pearls worldwide. Through strategic missions to Paris, Monaco, Moscow, and Las Vegas, leaders Jeanne Lecourt and Marcelle Howard have positioned Polynesia’s “black gold” at the heart of international jewelry conversations.

From Ashes to Global Stage

Born in February 2014 to fill the void left by the dissolved Pearl House, the FPPF has:
✔ United 30 pearl farmers, 60 artisans, and industry professionals
✔ Secured a vice-presidency at CIBJO’s Pearl Commission (World Jewellery Confederation)
✔ Become a key player in developing global pearl classification standards

Strategic Wins

• Corrected misinformation about Tahitian pearls in Air France’s in-flight magazine
• Partnered with Air Tahiti Nui to target 4,500+ American jewelers
• Made waves at the JCK Las Vegas Show, the world’s largest jewelry trade event
• Preparing to host international buyer delegations for direct farmer-to-market connections

What’s Next?

The FPPF is:
🔹 Establishing permanent Papeete headquarters
🔹 Launching specialized committees to deepen international partnerships
🔹 Launching an awareness campaign in France, where Tahitian pearls remain undervalued

“Our strength lies in unity—connecting local growers to global opportunities,” says Lecourt. With its grassroots energy and global ambitions, the FPPF is rewriting the future of Polynesia’s most iconic gem.

Did You Know? Tahitian pearls account for 87% of French Polynesia’s exports, yet most French citizens couldn’t identify their origin. The FPPF aims to change that—one pearl at a time.

The Polynesian pearl sector has welcomed a new entity with the establishment of the French Polynesia Pearl Federation (FPPF) on February 4, 2014. Designed to bolster export initiatives, this association aims to unite all Tahitian pearl industry professionals under one umbrella.

A Prestigious Leadership Role

Under the direction of Jeanne Lecourt, founder and director of FPPF, the association has been appointed by CIBJO (the World Jewellery Confederation) to lead the working group responsible for developing the first universal pearl classification system. Notably, FPPF is currently the only organization dedicated to Polynesian cultured pearls within CIBJO, a global body representing jewellers and producers of precious materials.

Strategic Objectives

The FPPF focuses on expanding international revenue for its members through four key pillars:

1. Promoting pearl exports
2. Strengthening ties with global industry players
3. Sharing insights on worldwide pearl market trends
4. Providing local training on pearl quality assessment and international sales techniques

Membership & Challenges

While ambitious, the federation currently has a limited membership, primarily comprising:

• GIE Tuavana
• Tainura Federation of Moorea

The FPPF aims to widen participation across the sector, positioning itself as a complementary force to existing structures—unlike pearl trading groups (GIEs), it does not organize auctions. Instead, it focuses on supplying missing international tools for local professionals.

Funding Hurdles

Despite launching promising projects, the FPPF faces financial constraints, relying heavily on member contributions. The federation is actively seeking external funding to scale its efforts and meet the growing demands of global pearl exports.

This initiative marks a critical step in unifying Tahiti’s pearl industry and enhancing its competitiveness on the world stage.

A delegation representing four leading high-end jewelry companies from China is currently visiting French Polynesia from November 2 to 8. This “study tour” is specifically dedicated to exploring Tahitian cultured pearls, with the aim of identifying new opportunities to expand the commercialization of this iconic product.

Government Meeting to Discuss Market Potential

The Minister of Marine Resources, Tearii Alpha, organized a meeting in Papeete on Thursday, bringing together delegation members and key industry stakeholders. The discussions focused on the current state of the jewelry industry and highlighted the potential of the Chinese market for Tahitian pearls. Future strategies to promote cultured pearls in this strategic market were also explored.

Key Attendees and Industry Expertise

The meeting included prominent figures such as:

• Mr. Johnny Cheng, President of the Tahitian Pearl Association Hong Kong
• Ms. Ida Wong, Director of the same association
• Mr. Dong Wu, Consul of China in Tahiti
  Representatives from the pearl farming sector also participated, sharing their expertise and insights on the Chinese market.

The Role of the Tahitian Pearl Association Hong Kong

Established in 2007, the Tahitian Pearl Association Hong Kong plays a crucial role in promoting Tahitian cultured pearls in China and Hong Kong. With around 80 members—including traders and jewelers—the association primarily operates in these two key markets, which are vital for the future of Polynesian pearls.

This visit underscores the growing interest of Chinese luxury jewelers in Tahitian pearls and could pave the way for stronger trade partnerships in the coming years.

In a celebration of Polynesian beauty and culture, Miss Tahiti 2013 Mehiata Riaria, accompanied by her princesses Maeva Simonin and Ohana Huber, along with Miss Heiva Hinarere Papara, graced the Robert Wan Pearl Museum with a special visit.

Highlights of the Event:

• Educational Tour: The beauty queens deepened their knowledge of Tahitian pearls, a treasured symbol of French Polynesia
• Prestigious Gifting: Pearl magnate Robert Wan personally presented the delegation with valuable pearl necklaces and chokers
• Quiz Winners Revealed: Recipients of the Mini Quizz Robert Wan Tahiti & Miss Tahiti (held during June’s Gala) received exclusive Wan Design pieces

Upcoming Engagement:
The Miss Tahiti delegation will host a signing session in the coming weeks, offering fans a unique opportunity to meet Polynesia’s beauty ambassadors.

“This visit celebrates the enduring bond between Tahiti’s pearls and its cultural icons,” remarked a museum spokesperson. The event underscores Robert Wan’s commitment to promoting both Polynesian beauty and its legendary pearl heritage.

As part of its mission to promote and support the commercialization of Tahitian cultured pearls, the Pearl House is conducting specialized seminars for pearl industry professionals and jewelry retailers. These training sessions, offered both in French Polynesia and internationally, aim to:

• Deepen knowledge of global pearl varieties, with special emphasis on Tahitian cultured pearls
• Enhance sales techniques for these precious gems

Program Objectives:
✔ Provide historical and market context for Tahitian pearls (local and international)
✔ Refine sales pitches and client engagement strategies
✔ Train participants as brand ambassadors offering expert advice on pearl care and usage

Recent Initiative:
At the request of GSMA (Adapted Military Service Group), the Pearl House organized an April 22-25, 2013 seminar as part of the “tourism sector” training program. Nine GSMA trainees participated to:

• Learn about Tahitian pearl cultivation
• Master pearl grading regulations
• Develop specialized sales skills for their future careers

Impact:
These efforts create knowledgeable, passionate professionals who will:

• Elevate Tahitian pearls’ global reputation
• Drive consumer interest in pearl jewelry
• Strengthen the industry’s commercial success

“Well-trained ambassadors are vital for sustaining our pearls’ premium positioning,” notes a Pearl House representative. The program reflects French Polynesia’s commitment to excellence across the pearl value chain.

From June 20 to 23, Hong Kong’s exhibition center hosted Asia’s third-largest annual jewelry trade show, providing a prime showcase for Tahitian pearls, the gems of Polynesian lagoons.

Japanese, Chinese, European, and Polynesian wholesalers attracted a predominantly Chinese clientele, despite growing competition from Australian “gold” and “white” pearls.

The event confirmed a price rebound for Tahitian pearls, particularly for 7-9 mm sizes, highly sought after by buyers. Pearls measuring 10-11 mm remained popular, while exceptional pieces reaching 15-19 mm—and one remarkable 23 mm pearl—captivated visitors.

Auction sales organized by Poe Raua Nui and Robert Wan Cie on the sidelines proved highly successful. Alfred Martin, president of GIE Poe Rava Nui, expressed satisfaction, while Robert Wan showcased over 200,000 pearls, including a stunning 17 mm round “peacock” pearl with a starting bid of 2.5 million FCFP. Wan nevertheless urged caution, stressing the need to maintain buyer confidence in Polynesia’s stability.

Johnny Cheng, president of the Tahitian Pearl Association Hong Kong (TPAHK) and Rio Pearls, warned against eliminating export quality controls. He argued these standards are a key selling point for Tahitian pearls in a market where competitors lack such requirements, and abandoning them could flood the market with inferior pearls.

With Australian “gold” and “white” pearls gaining ground at more competitive prices than black Tahitian pearls, the Maison de la Perle and TPAHK are preparing enhanced promotional campaigns, including participation in Hong Kong’s first annual international jewelry show in September.

Finally, Robert Wan Cie’s presence at the inaugural JNA Awards, organized by Jewellery News Asia, underscores Polynesian players’ commitment to strengthening Tahitian pearls’ global image.