Bekasi. Jewelry company Central Mega Kencana (CMK) recently inked a memorandum of agreement with the London School of Public Relations (LSPR) Institute.

The freshly signed document will see the company developing the school's jewelry design curriculum that is well-integrated with the industry. Students will have access to internship opportunities and company visits to CMK. They can also join workshops, as well as attend guest lectures from CMK professionals. This aligns with CMK's so-called Gen J (Jewel Generation) program, which aims to advance the Indonesian jewelry industry through education support and development of young talents.

"We came up with Gen J as a bridge for young talents to understand the jewelry industry in a comprehensive manner, starting from its creative process, production, to brand management. We have many divisions that can be a learning space, such as creative, digital, public relations [PR], and brand executive," CMK's General Manager HR Corporate Denny Tanuwidjaja said.

"Our internship system combines mentoring and coaching from experienced professionals. This way, students can gain hands-on experience in the industry."

Sri Ulya Suskarwati, the dean at LSPR Institute's Communication Faculty, called industry involvement key to modern-day learning. She also revealed that many LSPR students and alumni had joined CMK.

"We hope this partnership will build a strong foundation for us to generate graduates that possess comprehensive competencies, knowledge, skills, and even attitude," Sri Ulya said.

"This partnership allows students to directly implement the theories that they have learnt in class. They will also understand the realities of the workplace and collaborate with industry professionals."

CMK encompasses brands such as MONDIAL, Frank & Co., the Palace Jeweler, and LAKUEMAS.

Since its founding in 1996, CMK has consistently expanded Indonesia's jewelry ecosystem through the four aforementioned brands, each having its distinct character. According to Denny, the collaboration with universities is one way of maintaining the industry's sustainability by absorbing fresh ideas from youth.

CMK also handed over three Nusantara books to the LSPR Institute. The handover reflected how modern design innovation must go hand in hand with the preservation of Indonesian culture.