The story behind every girl’s best friend

For every piece of jewelry, there is the promise of a story. It’s there in the hard glitter of a determined divorcee’s diamond-encrusted platinum wedding ring – the one she won from a hotly-contested divorce. It’s in the soft patina of a family heirloom brooch, passed on from mother to daughter. It’s in the bright glow of a sweet locket necklace, given to a daughter on her 16th birthday.

The same can be said for Keleo, an almost half-century-old company that’s been producing jewelry for the Pan-Asian region – a brand you can now find at Rustan’s. Brothers Ken and Leo arrived in Hong Kong in the ‘60s, trading in pearls and jade with retailers in Japan. In the ‘80s, they established a jewelry factory in Singapore and opened jewelry counters in ’95 in Duty Free shops across Asia, from the Middle East to Southeast Asia.

Today, the grandson of one of the founders, Hans Chong, runs the business. With a master’s degree from Stanford and another in the process from Hong Kong Polytechnic University, Hans Chong has all the makings of a jewelry mogul – except perhaps for his penchant for music. The director of Keleo has held numerous improvisational jazz and electro performances. His appreciation for the creative fields of fashion and music has galvanized his design process. "Music is one of the best ways to create space," he says, noting the similarity between the two fields. "Whenever I hear a certain note, a shape comes into mind."

And these shapes are reflective of the kind of hardworking background he came from. There’s a distinct Asian feel to the jewelry, an unusual move for a big industry player that competes against trendy international labels, plucking references from varying cultures – like Thailand’s intricate gold jewelry and Japan’s quiet design.

"There is no definite region we look to in terms of design," says Hans. "We are influenced by anything and everything Asian." Hence the large number of gold pieces in their collections, a nod to the Chinese who believe the material lucky.

The label carries numerous collections, their designers churning out uniquely Asian designs for specific markets. The Element collection, an assemblage of pendants and rings and earrings in loopy heart shapes and pretty diamond-encrusted butterflies, calls out to a younger generation, one that’s perhaps still supported by affluent parents.

The Aurum collection, so named after its gilded material, was designed in part by an Italian historian, giving the pieces an old-world feel. "The collection is about glory," explains Hans. Created for professional women, who enjoy buying themselves jewelry instead of waiting for a significant other to schlep to the store and foot the bill, it’s meant to mark certain moments – or achievements – in life. "Perhaps when she gets a promotion or a raise, she will celebrate by purchasing something special for herself," Hans suggests.

And unlike the family silver, you won’t need a special occasion to bring out the bling. Chunky lockets, sleek rectangles of gold and silver and finely-worked flattened gold bracelets are infinitely wearable – something a successful working woman who dresses the part will appreciate. In tune with Diane Von Furstenburg’s spring/summer collection, a selection of dresses and clothes that celebrates the modern woman, these pieces are in step with today’s times. Both classic in style and contemporary in influence, they make a stylish statement all women, working or not, will want to be associated with.

Serenity, the collection composed of stunning diamond-dotted pieces in platinum with crisp cuts like stars or simple diamond earrings, speaks to Aurum’s upper-crust sister. Born to money but still a hardworking woman, Serenity is all class: She’s a mix of boisterous hoyden in sailing pants at her parents’ beachside resort and well-spoken college girl in tweed and ribbons. "It is straightforward and direct," says Hans of the collection’s style. "The composition is both sincere and elegant." Females with a hankering for serious – and by this we mean very expensive – jewelry will find comfort in the gorgeous settings and blindingly-bright diamonds.

If Serenity is sister to Aurum, then the Forest collection is from a whole other family. This nature-inspired set, with blooming brooches in cornflower-blue petal designs and elegant leaf-shaped pins, seems like something fresh out of a nature documentary. "It’s inspired by a utopia," shares Hans, "where there’s no political conflict." The playful shapes and inventive use of color make for delightful interpretations of nature. Imagine a world where fallen peach blossom petals coat glowing green grass and flying creatures dot gorgeously-flowering blossoms: This is the shangri-la that the artists wanted to recreate, a haven free from conflict. "It’s very abstract and textural," Hans adds. And it would also look great on a navy sweater and a crisp white blouse. Women of leisure may find this look perfect for their laid-back lifestyle, the brooches and necklaces evoking an idyll that many working women relate to – a lifestyle filled with spa appointments and "me" time.

From the flora and fauna family come the family jewels – or, as Keleo likes to call it, the Vintage collection. Coined as the line that’s heavily influenced by heritage, these intricate pieces utilize colored stones like rubies and then fit them into settings that combine bows or hearts or leaf patterns. Just like the company’s motto to remain Pan-Asia-specific, the line represents their attempt to bring back the old and make it new. For many Asians who appreciate the traditions and ways of their elders, it sounds pretty good.

"The Asian market is culture-centric," adds Hans, "so our creations echo that. They show the beauty and joy inside people."

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Keleo is available at Rustan’s Makati, Shangri-La Plaza, Gateway Cubao and Alabang Town Center.