Jewels are more than mere adornments. From the delicate details of the shank to the brilliance of the diamonds, each piece showcases exceptional craftsmanship and practical design, explains Jennifer Ty, chief executive officer of the Cebuano luxury brand, Diagold. Her company’s vision is to create not just jewelry, but expressions of personal style and refined elegance, designed to illuminate special occasions. More than simply beautiful, these creations resonate with deep emotion and meaning, imbuing the wearer with confidence and inspiring admiration in the observer.
Diagold’s latest collection is curated for the ting hun ceremony, the Filipino-Chinese engagement rite, similar to the Filipino pamanhikan. This ceremony involves tea drinking and the exchange or presentation of gifts, symbolizing abundance. “By tradition, the groom presents jewelry to the future bride, usually a gold set with a diamond or precious gemstone of their choice,” says Ty.
Bestowed during a proposal, the engagement ring symbolizes the promise of marriage and the excitement of beginning a life together. A deeply personal piece in Western tradition, it is often designed to be striking, featuring a prominent center stone such as a diamond or other precious gem in elaborate settings. Diamonds, prized for centuries, have historically represented strength and endurance, and now symbolize enduring love due to their brilliance and durability. The ring’s setting and style offer diverse options, from intricate designs to sleek, minimalist bands.
In contrast, the wedding ring, often simpler and more timeless, is frequently a gold band or crafted from another precious metal. This difference in style reflects the rings’ distinct meanings: The engagement ring embodies the anticipation of a shared future, while the wedding ring signifies the enduring commitment of marriage.
However, in traditional ting hun ceremonies, only a pair of wedding rings is presented during both the formal engagement and the wedding. The ting hun is just as important as the marriage. These rings are worn on the right hand and then transferred to the left during the wedding ceremony. Ultimately, the design depends on the customer’s taste and budget, says Ty.
Prosperity
She notes that gold is an important element in the ting hun, as seen in Diagold’s collection of dragon pendants, bracelets, necklaces, and rings. Gold symbolizes prosperity and the bride’s acceptance of the future groom as head of the household. The parents of both the bride and groom gift the couple with gold jewelry, which can also serve as a financial safeguard should the couple encounter difficult times.
“All the designs pass through me for final approval. I grew up in a traditional Chinese family. We are close-knit, and the women love jewelry,” says Ty. At the interview, she is wearing a yellow, floral embroidered dress by Cebuano designer Jun Escario, accessorized with teardrop pendant earrings featuring diamonds highlighting the yellow sapphire. “Yellow is easy to match,” she says. Her wrist is adorned with bangles, and her finger sports stacked rings, including a solitaire diamond ring with in an emerald cut.
Having been exposed to jewelry since childhood, Ty has developed a keen eye for beauty and authenticity. She approves a design only if it’s something a woman would immediately want to wear.
Crafted in radiant 24K gold, this masterpiece features matte finish floral petals against high-polished gold vines, creating a stunning contrast of textures. A delicate yet bold statement of artistry and refinement.
The 24K gold bangle feature intricate dragon engravings symbolizing strength, prosperity, and good fortune.
Her discerning taste is complemented by the expertise of her team of gemologists. Although Ty initially pursued a marketing degree at the University of the Philippines in the Visayas, she followed her passion for jewelry and founded Diagold in Cebu.
Ty emphasizes the originality of Diagold’s designs as one of its key strengths. “We invest in research and development and recruit young talents. We don’t want to be stuck with traditional designs. We explore modern designs. Most importantly, the design reflects the quality of craftsmanship and materials. Every element is meticulously selected. With our stringent measures, we ensure that all materials are of the highest quality before being set,” she explains.
The business began in Cebu, with other main branches at Glorietta and Ascott Makati. These locations cater to the affluent market, offering high-value jewelry. Among Diagold’s clients is socialite Connie Haw, who praises the brand’s diamonds for their exceptional clarity and brilliant light refraction.
Unlike other jewelry firms that concentrate on major cities, Diagold also has branches in Cagayan de Oro, Bacolod, and Iloilo. The merchandise in these provincial locations focuses on simpler designs. “We cater to a wide range of budgets. You can buy jewelry for P20,000. There are smaller items for everyday wear, especially for young people. Preferences evolve with age. You start by investing in small pieces, and as you grow older, those pieces aren’t enough. You gradually move up to larger pieces. Naturally, as you mature, your finances also expand, so you can afford the higher price range,” says Ty.
“Male clients often want rings and bracelets. Some prefer plain gold, while others desire diamonds,” she observes. “The younger generation tends towards minimalist, hassle-free designs,” she adds. Party-goers can choose from a variety of dangler earrings—short or shoulder-grazing.
Top seller
The engagement ring is the top seller, particularly the solitaire diamond, often set in a streamlined band that highlights the stone’s facets. The price depends on the diamond’s shape, size, color, and clarity. “It can cost P4 to 5 million because they are investing in an engagement ring, or perhaps for their own personal use. There are also lower-priced diamonds available, starting from P50,000 or P100,000,” says Ty.
In 2023, Diagold celebrated its 15th anniversary in Cebu with a grand event. “It has been an incredible journey for us. We have 10 branches across the Philippines,” Ty says. She attributes Diagold’s success to the support of its clients, primarily Chinese, and a professional team. “In business, you need to build trustworthiness and preserve your integrity, especially among Chinese clients. Honesty is key to longevity in this business. We try our best to find the best stones or materials that our clients need. We serve them to the best of our ability,” says Ty.
On Diagold’s future, Ty’s philosophy echoes the tale of the tortoise and the hare. While the overconfident hare takes a nap during a race against the tortoise, the tortoise perseveres. The moral of the story is that slow and steady wins.
“I am not in a rush. I don’t want to be known for having a lot of branches. I want to be known for caring for my clients, especially through after-sales service. After they buy from us, we want to develop a long-term relationship. I want to be of service to them and their families,” she says.
Still youthful at 48, Ty attributes her positive outlook to her approach to life. “You don’t really dwell on problems. Just live your life to the fullest every day.”
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