Just Jewels: Lhuillier’s affordable jewelry for your lifestyle

Jewelry used to be perceived as a luxury item by most Filipinos who find its costs prohibitive.

for g4This paradigm has slowly shifted with the introduction in the Philippines of the “by the gram” method in jewelry pricing by Edna Lhuillier, founder of the “Just Jewels” chain of jewelry shops. Just Jewels, whose novel concept of determining a piece of jewelry’s retail price based on its weight came from jewelry stalls at 47th Street in New York, makes it more affordable for Pinoys to buy his or her dream jewelry.

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Now, everyone can now get their dream jewelry with Just Jewels’ gold-and-diamond-by-the-gram affordable pricing.

“Since we put up our first store about ten years ago, Just Jewels has been on a mission of providing Filipinos with high quality jewelry without the steep price. In Just Jewels, it‘s all about quality, not the price,” Just Jewels General Manager Lisa Modiquillo said,

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What’s more, Just Jewels offers the most extensive and affordable collection of gold and diamond jewelry. In every store, there are more than one thousand unique designs for you to try.

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“Find your ideal piece of jewelry regardless of your age, culture, or preference. Be it for work, leisure or just everyday wear, the diversity of our designs will surely match your style and personality. You can express yourself with every jewelry piece that you buy from our stores,” Modiquillo added.

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With its first store put up in Glorietta 4 in Makati City, Just Jewels has since grown to 11 branches nationwide to allow more jewelry lovers to enjoy its value-for-money offerings. Just Jewels branches can also be found in SM Southmall, Festival Mall, SM City Manila, SM Megamall, Robinson’s Galleria, SM Mall of Asia, Ayala Center Cebu, SM City Cebu, Jupiter Makati, and Veranza Mall in General Santos City.


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