The Power Move at Casa Ibarra 🥂

The glamour was palpable last night at Casa Ibarra, where the massive announcement went down: Amara Shia—already a huge name in the local jewelry scene—has officially acquired or partnered with Sephira! This wasn’t just a business merger; it was a strategic declaration of war on the luxury sector, and I am here for the drama!

Amara Shia’s main man, Christopher (or ‘Daddy,’ as he’s known in the biz!), laid out the brilliant market strategy. They’ve already got brands (like Janela’s and Shina’s) that are crushing the mid and mid-high segments. But they saw a gap—a shiny, diamond-encrusted gap—in the high-end jewelry market.

Christopher put it bluntly:

“Nakita ko may kulang din kami sa high end, which is doon ko naman nakitaan si Rona kasi perfect ‘yung character niya and then even the age actually.”

(Translation: “I saw we were lacking in the high end, which is where I saw Rona, because her character and even her age are perfect.”)

This is smart business, people! They needed a face, a brand, and an ethos that speaks directly to the sophisticated “madam” clientele, and Sephira’s branding—coupled with Rona’s personality—is their perfect entry ticket.

The Face of High-End: Why Rona is the Perfect Match 👑

You can’t just sell luxury; you have to embody it. And that’s where the power of the new partner, Rona, comes in. Christopher was quick to praise her commanding presence:

“Madalas kasi sa mga old money which is ‘yun ‘yung may mga pera talaga mga madam natin, nagtitiwala din sila sa mga madam. Si Rona, once you see her, it’s like ‘yun na, madam talaga.”

(Translation: “Often with old money, which is our wealthy madams, they trust other madams. Rona, once you see her, it’s like, she is a madam.”)

Beyond the glamour, the focus is on Sephira’s branding, which they call “perfect for the high end jewelry… which is untouched pa namin ‘yung market ‘yung market na ‘yon.” Amara Shia is already a leading brand, yet they admit they haven’t conquered the true luxury niche—until now.

Synergy: It’s Not Just Business, It’s Personal ❤️

What truly touched me was the connection between the two teams, particularly Amara Shia’s Sheina and Rona. Despite being considered “competitors” initially, they shared a genuine, passionate vision. Sheina even joked about how Rona helps her with her English skills!

But the core of their bond? Genuineness and passion. Sheina stated that for her, the true measure of a person is how they treat others:

“For me, makikita mo ‘yung ugali ng tao hindi kapag kaharap mo siya, it’s how you treat people. So when I see her in our office talaga, noong nakakahalubilo niya ‘yung mga staff ko, nakikita ko talaga ‘yung sarili ko din sa kanya.”

(Translation: “For me, you see a person’s true character not when they are in front of you, but in how you treat people. So when I see her in our office, interacting with my staff, I truly see myself in her.”)

This partnership is rooted in mutual respect, shared passion, and a commitment to setting a higher standard for the industry.

The Future is Blinging: What’s Next? 💍

The immediate goal is clear: to standardize and elevate the luxury jewelry and lifestyling industry. And yes, they gave us a little sneak peek into the future!

They confirmed that soon, we can expect a signature jewelry line that will merge the best of both worlds—it will be known as “Sefira by Amara.”

Get ready, friends. This acquisition isn’t just about selling more jewelry; it’s about defining the new standard of Filipino luxury, led by vision, character, and pure passion. I can’t wait to see the first collection!