After five years of quietly dazzling behind the scenes, Amara Shia Jewelry reclaimed the spotlight with an exclusive three-day private viewing held from August 22 to 24 at the Celebrity Suites of Okada Manila.
The event signaled not just the brand’s return, but also the much-anticipated comeback of one of its most beloved live-selling personalities — Jenela Tuguinay-Cachero.
For Jenela, this moment is about evolution. “Marami akong natutunan kay Ma’am Shina,” she said, referring to Amara Shia CEO Shina Sevilla-Aquino. “Inaaral ko talaga siya kung paano siya mag-flex, kung paano siya maki-connect sa mga audiences niya.”
While Jenela brings her own signature warmth and charm, she credits Shina’s mentorship for sharpening her craft. “When I do the live selling, I make sure na nagku-connect talaga sa mga madam, and I always make sure na nandoon pa rin yung respect.”
That authenticity has drawn a loyal community of “suki” clients to Amara Shia’s sessions — buyers who return again and again, not just for the jewelry but for the experience.
“Meron kaming isang client talaga na wala po kaming live na hindi siya nagma-mine,” Shina shared with a laugh, underscoring the deep trust between the brand and its patrons.
Jenela added, “Nameet namin yung mga madammes and sobrang humble talaga nila… sobrang babait.”
The private viewing showcased Amara Shia’s latest collections, each piece a reflection of the brand’s DNA — bold Filipino flair fused with refined craftsmanship.
But Shina pointed out that jewelry taste also varies across cultures. “Si Japanese is very minimalist eh. Mas loud tayo. Maliliit lang na item sila pero buo.” This cultural sensitivity has helped Amara Shia thrive both locally and abroad.
For those aspiring to enter the business, Jenela’s advice was clear: “They must have the passion po, and also knowledge like what Miss Shina possesses… she knows everything about jewelries. Mahirap magbenta ng isang bagay na wala kang kaalam-alam.”
The Okada Manila showcase was more than a product launch; it was a celebration of community and connection. Asked if this could be the start of regular private events, Shina smiled, “Why not? Yun talaga ang pinaka-goal.”
With Jenela back on screen and Shina steering Amara Shia forward, the brand’s reemergence feels less like a comeback and more like a coronation.
The jewelry sparkles, yes — but it’s the relationships, culture, and authenticity behind the gems that make Amara Shia truly shine.
