Pearls: The 2nd annual Ruckus, Jewelmer Hires Piolo Pascual to Pitch Pearls to Men

Causing a RuckusOn July 24, hosted its 2nd annual Ruckus in Los Angeles to foster goodwill among pearlers. The Japan-themed affair kicked off with a day of seminars; caviar and sushi were served on Pinctada maxima gold-lipped shells; and revelers sipped champagne, wine, and single-malt scotch. The idea for the party originated after the 2009 World Pearl Forum in Dubai, says Pearl­ CEO Jeremy Shepherd. users started discussing a gathering, “one thing led to another, and then people were flying in from the U.K. and Australia, all converging on L.A.” A good time was had by all at the first Ruckus—the Breakfast at Tiffany’s–inspired event ended around 1:30 a.m.—but there was one major casualty: Shepherd’s $10,000 private scotch collection was completely consumed by thirsty pearlers. “That’s when I decided to get a sponsor,” he

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