Dodo, the Italian jewelry brand known for its animal charms, is now in the Philippines.

It’s the first high-end jewelry venture of Suyen Corp., the same company behind such local and global fast-fashion brands as Bench, Human, Kashieca, Aldo, and American Eagle Outfitters.

It couldn’t have chosen a better brand. The Milan-based Dodo may have been designed to appeal to a younger and more adventurous market, but it is backed by the experience of craftsmen from luxury jewelry brand Pomellato. Every piece is made in Italy.

Secondary line

Dodo’s boutique at SM Aura in Taguig (the first not only in the Philippines but also in the rest of Southeast Asia) carries a range of men’s and ladies’ bracelets made of 18-karat yellow gold, nine-karat rose gold, and premium silver.

It also offers rings including wedding bands, and women’s earrings and necklaces. Certain pieces are studded with precious and semiprecious stones like diamonds.

“Dodo was born in 1994 as a secondary line to appeal to younger customers,” said Italian Benedetta Villano, a Dodo brand specialist. “But as we discovered sometime later, the brand also appeals to more mature individuals like mothers and grandmothers.”

Since the dodo—an extinct flightless bird that once freely roamed Mauritius—symbolizes Pomellato’s thrust to care for the environment, the company chose it as its secondary line’s brand name and mascot.

Pomellato also belongs to the Kering group of luxury brands such as Gucci, Balenciaga, Bottega Veneta, Alexander McQueen and Stella McCartney.

“Dodo supports the World Wildlife Fund by giving part of its proceeds to them,” said Villano.

Unique appeal

Part of the brand’s appeal is its thrust to involve the customer in the design process. Since a statement is as distinct and personal as one’s fingerprints, the customer can choose from Dodo’s 70 charms to produce a unique bracelet or pair of earrings.

“Dodo jewelry pieces, especially our bracelets, are customizable,” said Villano. “Customers can just point to the animal figures they want, and our trained staff can incorporate them in their chosen pieces.”

Majority of the charms resemble such animals as dolphins, sharks, pandas, dogs, lions, horses, cats, frogs, turtles, butterflies, owls and, of course, dodos. They either come plain or studded with gems.

By choosing particular animal charms, the customer can tell a story about herself or her loved one. Many of its customers also give Dodo jewelry pieces as gifts.

“It would depend on the request, but it normally takes us five to 10 minutes to create a bracelet,” said Villano. “We start with a plain bracelet made of silver. Then you choose the animal charms you want added. We can also make suggestions.”

Less flashy options for men

Men also have less flashy options in the form of bracelets partly made of waxed cotton string, which they could dress up by choosing from Dodo’s available components.

Charms aren’t limited to animals. Dodo also has traditional lucky charms such as keys, horseshoes, stars, clovers and coins.

Other symbols of health and happiness include palm trees, hearts, houses and balls.

“The fact that it’s customizable and a medium to make a statement have made Dodo quite unique. There’s really nothing quite like it,” said Villano.

And since every Dodo item is a statement piece, you can mix and match them by wearing, say, a pair of earrings of different animal charms. If you feel like it, you can even wear just one earring with your favorite animal charm for more impact.

Visit the author’s blog at alexyvergara.com; follow him on Twitter and Instagram @alex_y_vergara