Homegrown brand expands beyond jewelry with debut perfume line featuring 10 scents for men and women.
For two decades, Mayet de la Rosa Fine Jewelry has built its business around gold, diamonds, and long-term relationships with customers. Now, the homegrown brand is betting that the reputation it built in fine jewelry can open doors in a new category.
When the company marked its 20th anniversary earlier this month, it also launched its first fragrance collection, offering a glimpse of where the brand is headed next.
“Jewelry is visible luxury, while fragrance is invisible luxury,” said founder Mayet de la Rosa during the gala and fashion show that marked the occasion. “We wanted to keep building on luxury that people can afford.”
While branching out into fragrances might not be the most obvious move for a fine jewelry business, De la Rosa has long been drawn to chemistry and formulation. That interest eventually led her to develop the collection after a visit to Grasse in France, a city known for its perfume-making tradition.
The fragrance line introduces ten scents in total, with five created for women and five for men. The women’s collection includes Pineapple Oud, Blushing Rose, Radiant Alaya, Golden Rouge, and Pistachio Vanille. The men’s line features Roma Noir, Spiced Nomad, His Bleu, Imperial Silver, and Noble Éclat, each designed to reflect different expressions of style and character.
While jewelry remains the company’s core business, the fragrance line gives existing customers another way to engage with the brand while introducing Mayet de la Rosa to consumers who may not yet be ready to invest in fine jewelry.
De la Rosa said the company’s growth has always been anchored on loyalty and sincerity.
“I think loyalty is our number one core value,” she said. “Many of our customers have been with us since 2006. What you see is what you get, and I think that’s one of the reasons we’ve lasted this long.”
Brand loyalty is a strong asset
That loyalty has become one of the company’s strongest assets. Longtime clients continue to return years after their first purchase, while services such as buybacks and appraisals have helped reinforce confidence in the value of its pieces over time.
From its early years as a small jewelry business, Mayet de la Rosa Fine Jewelry expanded into more than 20 locations. During the pandemic, online selling also became a core part of operations as digital channels and live selling took on a larger role.
The anniversary was also one of the few times the company paused to celebrate its own milestones. De la Rosa said earlier anniversaries often passed without fanfare as the business prioritized expansion and supporting employees instead.
The evening also featured “Legacy in Motion,” a fashion presentation showcasing four jewelry collections inspired by different stages of the company’s history, alongside the introduction of its fragrance line. The show was headlined by Queen of Philippine Radio Nicole Hyala, who is also the brand’s ambassador.
The company spent the past 20 years building a reputation in fine jewelry. Its next chapter is focused on finding new ways for customers to experience that same brand, whether through a diamond ring, a gold necklace, or now, a bottle of perfume.
