Jewelmer, the Philippines-based producer of South Sea pearls, has launched a new advertising campaign based on the four core elements of nature: air, water, fire, and earth. The campaign's visuals are intended to emphasize the beauty of South Sea pearls as it relates to the four elements. Air creates the energy that helps circulate nutrients to give sustenance to the pearl-producing oysters, water is oysters' home, earth provides shelter and stability to the people in the pearling industry, and fire represents the passion and dedication of the pearl farmers and the men and women behind the company's success. The water theme was the focus of first- quarter advertising; second-quarter advertising will focus on earth; third, air; and fourth, fire. New collections in each of the four themes are also being launched at the nine major international trade fairs where the firm exhibits.