After chalking up an impressive 30-plus years in the jewelry business with stores strategically located around Metro Manila, the rest of Luzon and in various areas of Visayas, Karat World has opened what it can finally call its flagship.

"I would say that because of the location, this would be very iconic," says Karat World president Felix Gorriceta III, nicknamed Trix, at the 30 January opening of the flagship found on the third floor of One Ayala Mall in Makati City.

Gorriceta tells DAILY TRIBUNE at the event that he has fond memories of the recently developed mall's site, where the fabled InterContinental Hotel used to stand. "When I was young, my father would bring me to InterCon, at the Jeepney Café." There, he would see famous personalities and political figures, like Juan Ponce Enrile.

As a successful entrepreneur today, he saw the "future" in the area and immediately upon getting an offer from the mall's developer, Ayala Land, he told his team, "Let's put a flagship store here." Never mind if they already have a thriving branch each in the nearby malls of Glorietta and Greenbelt, he really felt good and optimistic about filling up a space in One Ayala.

Gorriceta also expresses pride and delight for his 100-percent Filipino-owned company to offer jewelry pieces that are "crafted in different parts of the world, mainly in Europe" and in collaboration with a diverse group of designers.

He notes, though, that Filipino jewelry buyers still stick to traditional or classic pieces, explaining, "It's not they don't want to experiment. May pagkasigurista tayo (We tend to be astute), thinking, 'Will this still work 10 years from now?' That's what they buy."

"That's why in our shop, 75 percent of our designs are the classic and timeless pieces," he adds. "Thirty percent are more of something different to the eyes, whether mabili man 'yan o hindi (they will be sold or not), at least we offer something different."

Quoting company data, he says Karat World has a relatively young market, those between the ages of 21 and 40, many of whom are moms. He then points out, "You don't need a guy to buy you jewelry."

For Valentine's Day, though, jewelry remains a favorite gift idea. Gorriceta thus gives this important reminder for guys when buying jewelry for their girlfriends or wives: Choose something that fits your ladyloves' lifestyle. If she's the sporty type, go for pieces that don't really interfere with her hands when she's playing. Safe choices are necklaces and earrings.

On the other hand, when looking for an engagement ring without knowing the fiancé's ring size, Gorriceta advises the guy to check out the size guide that can be found in the "Education" section of Karat World's website, karatworld.net. It also features the Engagement Series that's made up of seven designs to fit the lifestyle of your partner, ranging from simple to elaborate.

"We can go from a single solitaire to a more elaborate center stone with side stone," he points out. "For me, design is relative. It really depends on what your girlfriend or partner is like. Kung ano ang bagay sa kanya (on what fits her)."