Jakarta. Luxury jewellery brand Frank & co. has reopened its boutique at Plaza Senayan with a refreshed look that blends modern elegance and distinctive brand character, marking a new chapter at the start of 2026.

The reopening represents an early milestone in Frank & co.’s journey toward its upcoming 30th anniversary in Indonesia’s jewellery industry, while reaffirming its commitment to celebrating authentic love through natural diamonds.

Frank & co. General Manager Rolly Soesanto said the renewed boutique reflects the brand’s philosophy of honoring genuine and enduring love.

“Today is a special moment for us, as Plaza Senayan plays an important role in Frank & co.’s journey as one of Jakarta’s leading fashion and lifestyle destinations,” Rolly said on Saturday. “Through this new store design, we aim to deliver a more personal, elegant, and meaningful experience, in line with our philosophy that upholds the beauty of natural diamonds as symbols of everlasting love.”

The redesigned interior draws inspiration from the timeless nature of natural diamonds — formed over billions of years and long associated with love, commitment, and intergenerational legacy. Frank & co.’s signature maroon palette is combined with jewellery box–inspired padded walls, soft lighting, and refined architectural details, creating an intimate yet luxurious atmosphere.

The concept reinforces the brand’s “timeless love” narrative, likening the formation of natural diamonds — shaped through prolonged pressure and time — to love that grows through perseverance, dedication, and commitment.

This philosophy is reflected across Frank & co.’s natural diamond collections, including Frank Fire™, Love Poetry in collaboration with Monica Ivena, and See the Light, created with Maudy Ayunda. Each collection represents themes of love, light, and life’s journey across generations.

The reopening of the Plaza Senayan boutique also offers a preview of upcoming celebrations, including Valentine’s Day and the brand’s 30th anniversary, where love, legacy, and evolution will continue to be expressed through natural diamonds.

At the same event, Frank & co. announced the launch of the second phase of its Natural Diamond campaign, titled “A Timeless Love, Diamonds Born from the Earth.” Following the introduction video released in September, the latest campaign deepens the narrative around natural diamonds as symbols not only of beauty, but also of commitment, heritage, and emotional value passed down through generations.

The campaign reinforces Frank & co.’s exclusive focus on natural diamonds, formed deep within the earth over billions of years, highlighting their enduring value compared with lab-grown diamonds created in a much shorter time frame.

“Every natural diamond from Frank & co. carries a story that spans millions of years — from the earth to becoming a symbol of commitment,” Rolly said. “Through the second phase of this campaign, we want to emphasize that natural diamond jewellery is an emotional legacy whose value grows over time and is passed on to future generations. This is the essence of timeless and authentic love.”

Entering the new year and the season associated with love, Frank & co. has also introduced the theme “Frankly, That’s Love,” a celebration of love that reflects joy, resilience, personal growth, and the evolution that shapes human life.

Through this theme, Frank & co. aims to accompany customers throughout their love stories — from new beginnings and cherished milestones to legacies that endure across generations.

Frank Fire: The Highest Standard of Natural Diamonds
Frank Fire is Frank & co.’s signature branded diamond, representing the highest standards of quality in diamond jewellery. Only around 1% of Triple Excellent diamonds worldwide meet the strict criteria to be selected as Frank Fire.

Each Frank Fire diamond is a natural diamond curated through 12 evaluation parameters and supported by double certification from the Gemological Institute of America and Sarine Technologies, ensuring superior cut, clarity, color, and symmetry.

Distinctive features include a subtle laser inscription of the “Frank Fire” logo on the diamond’s girdle — visible only with magnification — as well as a barcode and digital report that can be scanned for full transparency on each diamond’s specifications. The system underscores Frank & co.’s commitment to delivering only the finest natural diamonds to jewellery enthusiasts in Indonesia.

For more information on Frank & co. and its collections, visit the brand’s official website or follow its Instagram account at @franknco_id.

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