Perles de Tahiti - Melinda Earsdon

PERLES
DE
TAHITI earls have long been a symbol of sophistication and
Intensive commercial shell harvesting operations were first
elegance, but in recent years the Tahiti cultured pearl has
established in the lagoons of French Pol y nesia in the 19th century, but
become synonymous with style, grace and eternal love.
it wasn't until 1963 that the exquisite Tahiti cultured pearl was
Presented in a stunning array of shapes and sizes, their
introduced to the world. For 30 years this celebrated treasure of the
mysterious palette ranges from pale grey to anthracite
South Pacific went largely unrecognised , but the world recently
black and is at once modern, luxurious and chic. The natural beauty and
rediscovered their incomparable beauty and today Tahiti cultured
timeless sensuality for which these pearls are renowned have earned
pearls grace not only international catwalks and Hollywood stars, but
them a global reputation as the world's most beautiful accessory.
also ordinary men and women who possess extraordinary style.
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The popularity of Tahiti cultured
More so, however, Perles De
pearls has grown largely as a result
Tahiti GlE has established its
of the efforts of one organisation.
global presence at trade fairs and
Established by the Government Of
similar events around the world.
French Polynesia in 1993, Perles De
The group also plays a large part in
Tahiti GIE was set up as a special
actively promoting some of these
non-profit economic interest group
events such as the six pearl
whose main objective was to
auctions that are held in Tahiti,
promote Tahiti cultured pearls to
Hong Kong and Japan each year.
overseas markets.
These auctions are attended by
Also involved in setting up Perles
pearl dealers and wholesalers from
De Tahiti GIE was Robert Wan, who
around the globe.
is something of a legend when it
The international jewellery
comes to pearls. Sometimes called
design community has been
"the Emperor of Tahiti pearls", Wan has long been dedicated to
extremely supportive of Perles De Tahiti GIE over the past ten years
promoting these gems overseas and \vas in fact the first person to
and so the group wanted to give something back. As such, it launched
export Tahiti cultured pearls. He remains committed to producing only
the Tahitian Pearl Trophy competition, which is a celebration of
the finest, smoothest most exquisi te pearls in the world.
creativity and originality that embraces design talent from around the
In the early days, Perles De Tahiti GIE relied on advertorials and
world. It not only presents a chance for designers to challenge
modest promotional materials to guarantee exposure, but at the start of
themselves but also provides a channel through which they can reach
1996 they created a newsletter designed to raise awareness of the gem
the international jewellery markets. Winning pieces are not only
in the international media. This strategy obviously \vorked because
exhibited in some of the world's most glamorous cities including New
prestigious Manhattan magazine presented Tahiti pearls as worn by
York, Paris, Hong Kong, Basel, Beirut, Vicenza, Palm Beach and Las
former Miss Tahi ti Mareva Georges on the cover of their 1996 winter
Vegas, they also make it into the celebrated commemorative book that
issue.
immortalises the winners.
But perhaps the real turnaround didn't occur until the following year
Aside from working to create public and trade awareness, Perles De
when Tahitian beauty Heiata Roomataaroa graced the June cover of
Tahiti GIE also put a great deal of effort into guaranteeing the ongoing
National Geographic wearing a single strand of black pearls around
quality of black pearls from the South Pacific. They conduct and publish
her elegant neck. The accompanying article served to put Tahiti's gems
research studies that deal with subjects such as pearl farming
on the map and brought them to the attention of the world's glamorous
development, and also established guidelines that must be followed by
jet set.
all farmers. The group
of the world's most desirable accessories. They have featured on the
tradition into a strong
• According to Polynesian
mythology, the Creator presented
the first Tahiti pearls as a gift of
runways of Paris, Milan and New York as part of the haute couture
employment sector,
light to Tane, the god of harmony
collections of world-famous labels including Chane!, Christian Dior,
encouraging people
and beauty
Jean-Paul Gaultier, Alexander McQueen, Oscar de la Renta, Gucci,
to return to a distant
Badgley Mischka, Versace and Vera Wang. Tahiti pearls v,'ere even
occupation they
• Tahiti cultured pearls have been
worn by beauties such as Sophie
honoured as 'The Fashion Accessory of the 21st Century' by Europa
had long deserted,
Rhys-Jones, Halle Berry, Linda
Star international jeweller.
ensuring its continued
Almost overnight, Tahiti cultured pearls became an absolute must on
has transformed
the international fashion circuit and have enjoyed a six-year run as one
what was an ancient
Today Tahiti cultured pearls feature heavily in some of the exquisite
existence and
creations of international jewellery houses as Tiffany & Co, Cartier,
instilling a sense of
Dior, Chane!, Van Cleef and Arpels and Harry Winston to name but a
pride in the local
few. These companies have been crucial in increasing public awareness
populace. Perles
of Tahiti cultured pearls by presenting them in their international
De Tahiti GlE is
advertiSing campaigns.
responSible for so
In addition, Perles De Tahiti GlE have embarked on a publiCity
much more than
crusade of their own starting with the group's newsletter, which is
simply introducing
published in association with a comprehenSive quarterly media kit that
the ocean treasures of
presents imaginative photographs, press releases and news snippets to
the South Pacific to
trade and consumer publications alike. In addition the organisation has
the world, they really
embarked on campaigns featuring everything from books to postage
have made a precious
stamps, all bearing the image of these beautiful pearls.
difference.
Lacoste, Monica Belucci and even
screen goddess Ursula Andress .
• Collectively known as the Queen
of Pearls, the world's most famous
black pearl is called Azra and was
the centrepiece of a necklace found
among the Russian crown jewels
• French Polynesia President
Gaston Flosse created the first ever
.I n
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Perliculture Ministry, which was
created to improve the quality of
Tahiti cultured pearls. President
Gaston named himself as the
inaugural Pearl Minister
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