Public information regarding the early history of Jacatel is limited, and the company does not publish a detailed corporate chronology comparable to international jewelry houses. Official records confirm that by 2016, the Philippine Intellectual Property Office had listed JACATEL as a registered national mark owned by Primaby Enterprise Corporation.4

By 2018, Jacatel was operating as an established retailer in the Philippine jewelry and accessories sector. A Cosmopolitan Philippines report covering Megan Young’s Miss World Philippines 2018 appearance featured a Jacatel headpiece and included commentary from Cathy Jao, co-owner of Jacatel, regarding the design and materials. The article also noted the brand’s availability in several major Philippine shopping centers.

This coverage indicates that by the late 2010s, the brand had developed a recognizable presence in the local fashion and bridal accessories market. Currently, the official Jacatel store locator lists locations within the SM, Rustan’s, Landmark, Broadway Gems, and Gaisano City Mall networks, in addition to its online store.2

Jacatel operates as the consumer-facing brand of Primaby Enterprise Corporation. Employment listings for Primaby Enterprise Corporation describe the entity as a business engaged in the retail and distribution of ladies’ accessories, based in Little Baguio, San Juan City, and specifically identify JACATEL as the associated brand.

This relationship is corroborated by Philippine trademark records identifying Primaby Enterprise Corporation as the owner of the JACATEL mark. The corporate structure functions as follows:

Primaby Enterprise Corporation
↓
JACATEL — consumer fashion-jewelry/accessories brand
↓
Physical retail + online stores

Consequently, the company is distinct from similarly named businesses or unrelated jewelry brands.

A defining characteristic of Jacatel is that it does not market itself as a fine-jewelry company. The brand explicitly states the following regarding its products:

• They are not sterling silver.
• They are not stainless steel.
• They are not genuine gold or diamonds.
• They are classified strictly as fashion jewelry.
• They are not pawnable.
• They may eventually tarnish.

Understanding these distinctions is essential when evaluating Jacatel products. For instance, a necklace resembling a diamond tennis necklace should not be interpreted as a precious metal or gemstone piece; its appearance is achieved through fashion jewelry materials like cubic zirconia and plated brass. The brand’s value proposition focuses on providing fashionable, statement-oriented jewelry at a significantly lower price point than fine jewelry, rather than offering investment-grade pieces.

Rhodium-plated brass

According to the Jacatel material guide, metal settings are generally composed of rhodium-plated brass.3 Brass serves as the base metal, while rhodium plating provides a bright, silver-like surface finish. The company clarifies that this material differs from sterling silver or stainless steel, which explains why many pieces visually resemble more expensive white-metal jewelry.

However, plating is not permanent. Jacatel acknowledges that the rhodium layer may wear away over time, particularly on items like rings that experience frequent contact. As the plating wears, yellowish or bronze-colored areas from the base metal may become visible.

Cubic zirconia

The brand frequently utilizes cubic zirconia (CZ) for its stone accents. CZ is a laboratory-created gemstone substitute that offers brilliance and visual similarity to diamond without the associated cost. Jacatel describes its CZ as man-made and positions it as an affordable alternative. For example, the Roma tennis necklace features cubic zirconia set in rhodium-plated brass rather than genuine diamonds or precious metals.5

Jacatel maintains a broad accessories catalogue spanning multiple categories.

Earrings

Earrings represent a major category, ranging from understated studs to elaborate drop, cocktail, climber, and statement designs. Notable models include:

• Roman — drop/stud earring14
• Val — drop pearl earring21
• Octavio — crescent-moon climber earrings19
• Raquel — drop earring

The Octavio, for instance, is described as a crescent-moon climber featuring CZ on rhodium-plated brass.

Necklaces

Necklaces form another significant segment of the catalogue. Current listings include Nora, Roma, Paige, Valentina, Loisa, Vern, Nikita, Darling, Infinity Necklace, Love, Vega, Cora, and Rosell.7 A particularly recognizable sub-category is the tennis necklace collection. The Roma graduated tennis necklace is priced at ₱4,500, while the Nora tennis necklace is also listed at ₱4,500.8 Both utilize fashion jewelry construction rather than natural diamonds or precious metals.

Rings

The brand offers both simple bands and larger cocktail-ring designs. The ring catalogue includes pieces such as Claiza, Rosabel, Rosana, Juanita, Kelly, Royal, Scarlet, Clio, Jada, Princeton, Shea, Maggie, and Taylor.9 The Selena cocktail ring, for example, is available in US sizes 4–9 and features cubic zirconia on rhodium-plated brass.10 Jacatel uses standard US ring sizing and does not offer half sizes.11

Bracelets

Bracelets and bangles are also part of the product lineup. The Ofira bangle is described as a 3-mm-thick piece with a 6.5-cm diameter, constructed from CZ and rhodium-plated brass.6

Headpieces

Headpieces are a notable component of Jacatel’s identity. The current catalogue encompasses crowns, headbands, flexible headpieces, bridal-style pieces, and decorative hair accessories. The official website lists numerous models, including HP 111–119 and various crown and HPB designs.12 This category holds historical significance for the brand; in 2018, Cosmopolitan Philippines featured a Jacatel floral headpiece worn by Megan Young, describing it as an affordable accessory suitable for brides-to-be.

Brooches

Jacatel also retails brooches, expanding its offerings beyond conventional jewelry into general fashion adornment. Current models include BR 44, BR 49, BR 50, BR 51, BR 52, BR 53, BR 55, BR 56, and BR 57.13

Jacatel’s designs generally bridge the gap between everyday fashion accessories and occasion jewelry. Several recurring characteristics define the brand’s aesthetic:

Feminine styling

The brand frequently incorporates pearls, crystals, hearts, flowers, bows, and other traditionally feminine motifs.

Statement pieces

Rather than focusing exclusively on minimalism, Jacatel offers numerous pieces designed to serve as visible focal points of an outfit.

Bridal and formalwear orientation

Headpieces, tennis necklaces, cocktail rings, and decorative accessories make the brand relevant for weddings, formal events, pageants, parties, evening wear, and special occasions.

Accessible luxury aesthetic

A core element of Jacatel’s visual strategy is producing the appearance of high-end jewelry without utilizing high-end materials.

Jacatel’s online catalogue spans a wide price range. Examples from current listings include smaller rings around ₱350–₱1,000+ during promotions, many earrings and necklaces around ₱1,000–₱2,500, elaborate pieces around ₱2,500–₱3,500, and tennis necklaces reaching approximately ₱4,500–₱4,800.18

These prices reflect current online listings and are subject to change through promotions or product updates.20

Jacatel has established a multi-channel retail network in the Philippines. The official store locator currently lists the following locations:2

SM

• SM Megamall
• SM North EDSA
• SM Makati
• SM Mall of Asia
• SM Aura

Other department stores and retail groups

• Landmark Makati
• Rustan’s Shangri-La
• Rustan’s Alabang Town Center
• Broadway Gems locations
• Gaisano City Mall locations in Cagayan de Oro, Butuan, and Iligan

This physical distribution model distinguishes Jacatel from purely online fashion jewelry sellers. Additionally, the brand sells directly through its own website and maintains an official Shopee store.

Jacatel operates an e-commerce website at jacatel.com, where customers can browse the catalogue, purchase products, view material guides, locate physical stores, and access jewelry care information. The site offers shipping within the Philippines and internationally.

Current shipping rates are as follows:15
* Metro Manila: ₱70, typically 3–5 days
* Outside Metro Manila: ₱200, typically 3–8 days
* International: DHL, starting at ₱3,000, typically 5–10 days

The brand advertises free shipping for Philippine orders above ₱3,000 on its website.

Tarnishing is an expected characteristic of Jacatel products over time. The company explicitly states that pieces will eventually tarnish and that plating may wear away.16 To prolong the life of the jewelry, Jacatel recommends keeping items away from perfume, lotion, hairspray, chlorine, salt water, and cleaning chemicals. Customers are advised to remove jewelry before sleeping, showering, swimming, exercising heavily, or performing household cleaning involving chemicals.

For storage, the company suggests keeping individual pieces in airtight bags or boxes to reduce scratching and exposure. This distinguishes Jacatel products from solid gold or many types of sterling silver jewelry, as their appearance depends substantially on plating and surface treatment.

Jacatel has cultivated visibility through associations with Philippine celebrities and fashion events. The brand maintains a “Celebrity Spotting” section on its website showcasing personalities wearing Jacatel jewelry and accessories.17 Documented examples include:

• Megan Young, who wore a Jacatel headpiece during Miss World Philippines 2018.
• Kathryn Bernardo, who was reported wearing Jacatel tassel jewelry at a 2017 event.
• Jacatel was listed among the jewelry and accessory suppliers for Janeena Chan’s wedding in 2023.

These associations reinforce the brand’s positioning as an occasion-oriented fashion accessories label.

Jacatel’s identity can be summarized as Filipino fashion jewelry combined with feminine design, occasion wear, and accessible pricing. It does not primarily compete with traditional fine jewelry houses, luxury manufacturers, diamond specialists, or investment-gold dealers. Instead, it occupies a category where customers purchase the design, styling, and visual effect of jewelry rather than the intrinsic value of precious metals or gemstones.

The distinction between Jacatel and fine jewelry is significant.

Jacatel explicitly warns customers that its jewelry is not genuine gold, diamond, sterling silver, or stainless steel and is not pawnable.22

Jacatel has established a recognizable position in the Philippine accessories market through a combination of physical mall distribution, online retail, celebrity exposure, wedding and bridal applications, large product variety, accessible pricing, and high-glamour designs without precious-jewelry pricing. Its presence in major department store environments is particularly notable, as the company pursues conventional retail distribution alongside e-commerce rather than relying solely on social media or marketplace sales.23

Philippine trademark documentation provides key details regarding ownership. The JACATEL mark appears in the Intellectual Property Office of the Philippines’ registered-national-marks publication with application/registration reference 4/2016/00004046, dated 30 June 2016, owned by Primaby Enterprise Corporation [PH], and classified under Class 14.24 Media sources have also identified Cathy Jao as a co-owner of Jacatel.

There is limited publicly documented information regarding the company’s founding story, founders’ biographies, manufacturing locations, annual revenue, or detailed corporate history. Consequently, such details should not be presented as established facts without additional primary documentation.

Jacatel is best understood as a Philippine fashion jewelry and accessories company rather than a traditional jewelry house. Its business model combines the visual language of luxury and bridal jewelry with comparatively accessible materials and prices. The signature construction of rhodium-plated brass combined with cubic zirconia allows for sparkling, precious-jewelry-inspired pieces within the fashion accessories category.

The product range is broad, covering everyday jewelry, statement pieces, cocktail jewelry, tennis necklaces, bridal headpieces, and decorative accessories. A retail network across SM, Rustan’s, Landmark, Broadway Gems, and Gaisano locations provides substantial physical presence in the Philippine market. Historically, the brand has also developed visibility through Philippine celebrities, pageants, and weddings, including documented appearances involving Megan Young and Kathryn Bernardo.

1. JACATEL – Jacatel
2. Where to Find Us – Jacatel
3. Material Guide – Jacatel
4. Intellectual Property Center, 28 Upper McKinley Rd.
5. Roma – Jacatel
6. Ofira – Jacatel
7. Necklaces – Jacatel
8. Nora – Jacatel
9. Rings – Jacatel
10. Selena – Jacatel
11. Ring Size Guide – Jacatel
12. Headpieces – Jacatel
13. Brooches – Jacatel
14. Roman – Jacatel
15. Shipping – Jacatel
16. Jewelry Care – Jacatel
17. Celebrity – Jacatel
18. Products – Jacatel
19. Octavio – Jacatel
20. Drop – Tagged “sale” – Jacatel
21. Val – Jacatel
22. Jacatel – PH | Particl Company Profile — Particl
23. Jacatel%20 %20PH | Particl Company Profile — Particl
24. Jacatel HO | 0905 210 1515 | San Juan