The Tahiti pearl, or “black pearl”, has a similar history to most pearls throughout the world. By the 1960s cultured pearl farming in French Polynesia was an industry born out of necessity when the exploitation of oyster beds was outlawed to protect the remaining species.

A decade later black pearls were successfully grafted in the region and with them the start of an industry that would help bring the highly coveted and once rare black pearl to the market.

Today, Asialuxe is one company that has capitalized on this growing industry in the South Pacific. Last year Asialuxe produced 3.2 tons of cultured black pearls, with goals of increasing production by 2.3 tons by the end of the millennium. The Hong Kong based pearl company is looking to specialize in high quality black pearls, which represents approximately 10 percent of Tahiti black pearls, but is also looking to market the high-end of commercial grade pearls, according to Phillipe Vasseur, managing director of Asialuxe.

“We want to design high-end jewelry for our image, but we also want to produce less expensive pieces using the upper-end range of commercial grade black pearls. Commercial grade black pearls are still very acceptable,” Vasseur said.

Although Japan is still a top importer of these black beauties, import figures are starting to change as regional growth creates new markets. Asialuxe has opened an office in the Philippines, a boutique in Ho Cji Mihn City and has recently opened a regional office in Thailand. Selling pearl jewelry through duty-free venues is also part of the company’s regional marketing strategy.

With last year’s sharp reduction on import duties for pearls, from 35 percent to 1 percent, Asialuxe has made a timely entrance into the Thai market. Asialuxe made their intentions clear earlier this year when they announced their marketing agenda.

“Asialuxe (Thailand) opened a regional office earlier this year to represent the company, not sell. As of now, we are not doing direct business in Thailand, but we are selling pearls through distributors and agents.

Thailand’s pearl promotion helped to reinforce black pearls in the local market. Local customers showed a preference for pearls in tones of gray, which blend beautifully with the glowing natural skin color of most Thai women. More and more people are coming to me here about black pearls” Vasseur said.

More Thai women will have the chance to purchase black pearl jewelry items from Asialuxe as the company moves closer to a manufacturing agreement with local jewelry markers. “Thailand’s strength is in jewelry manufacturing. We want to make black pearl jewelry affordable with good designs,” Vasseur said.