A woman in business is impressive. But when two powerful women join forces, they are unstoppable. This was the inspiring beginning of a new chapter in the local jewelry industry, marked by a historic partnership between two formidable women-led brands — Amara Shia Jewelry and Sephira.
Additional photos courtesy of Jonell Estillore (Cinema Bravo) and Ericson Layos (Chika at Ganap)
Amara Shia Jewelry, one of the Philippines’ largest and most celebrated jewelry brands, recently announced its acquisition of Sephira, setting a precedent as the first local jewelry company to expand through a brand acquisition. Under the leadership of CEO Shina Sevilla-Aquino, Amara Shia has built a reputation for innovation, trust, and timeless elegance. With this strategic move, the company continues to redefine the future of Philippine jewelry retail.
In celebrating the partnership, Shina Aquino shared her excitement, saying, “Sobrang saya ko today. I’m excited to be here kasi what we’re celebrating isn’t just another milestone in the jewelry industry. After the amazing success of Amara Shia, and the beautiful comeback of Ms. Jenela, I realized once again, that when people share the same passion and purpose, something truly magical happens. And now, the same energy continues as we welcome a new chapter – Sephira by Amara.”
Story behind the acquisition
Shina explained, “When I started Amara Shia, ang pangarap ko lang talaga noon was to build something bigger than just a jewelry brand. I wanted to build a family — a family of dreamers, believers and doers na may puso, may integrity at may malasakit sa lahat ng mga Ma’am ko. Not just for in sales, but for all our clients.” She continued, “Sa industry na puro competition, we chose collaboration. Kasi naniniwala ako when strong women and brands work together with trust and respect, mas malayo ang mararating natin, mas maliwanag ang kinabukasan at mas may purpose ang mga ginagawa natin. This partnership is proof that when vision meets heart, we don’t just grow, we evolve, we inspire and we lift each other.”
Shina also emphasized the importance of healthy competition and collaboration. She added, “Nakita ko kasi na masyadong maraming competitors sa business. Of course, it’s normal. Dun nag-start ‘yung vision na ‘we don’t need to beat each other.’ Kasi kaya nating magtulungan at mapalaki ang each company. That’s why this is the very first time na nag-acquire ang Amara Shia ng another jewelry company, the same industry. It’s a very healthy competition.”
Highlighting what Sephira brings to the table, Shina shared her observations. She said, “As a seller, hindi mo mafi-feel o makikita ‘yung hirap ng seller kapag hindi mo siya naranasan. When I saw Rona [Tai], nung nagla-live selling siya, dun ko nakita na grabe siya. Katulad ng sabi ng husband ko na siya ang pinakamagaling na seller, she really is. Sa dami ng nakilala kong seller, hindi talaga siya madali, pero siya, sobrang dali para sa kanya ang lahat.” She continued with amazement, “Sobrang na-amaze ako sa personality niya. Ako, when I started live selling, hindi naman siya like meron na agad na client, pero siya, meron o wala, she’s really there, kakausapin niya talaga ‘yung audience niya, ramdam mo ‘yung energy niya. Dun ko nakita na kung ano ang energy niya sa simula, nakikita ko ‘yung sarili ko nung before. Sobrang nagustuhan ko siya. She’s really, really genuine.”
For Rona Tai, the founder of Sephira, her journey into live selling is just beginning, yet she already sees immense potential. “Actually, for me, live selling, I’ve only been doing it for almost three months,” she said. “As a business person myself, I know the struggles of a business. Hindi naman kapag nag-start ka ng negosyo, pagka-start mo pa lang, meron na agad benta, meron na agad income. So, I know the struggles of starting a business. So, I treat the online selling as the same thing but I truly enjoy it. You wanna know why? Because diamonds are a girl’s best friend, that’s why. So, I get so excited na hindi ko namamalayan na six hours na pala.”
Rona continued her story, “I remember our admins would cut me and go, ‘oh. Last piece na, last items na, time to go na.’ Hindi pa ako tapos, nage-enjoy pa ako. If I could go on and on and on, I would. That’s one of the reasons why I’m excited with this partnership kasi imagine Amara, the guiding lightor the north star of the jewelry industry has seen my potential. And that is pressure but it makes me even more excited and have that gusto talaga na parang let’s go, queen!” Rona Tai joyfully shared her enthusiasm for this new journey, highlighting how her passion for her craft has only grown since discovering the power of live selling.
This partnership between Amara Shia and Sephira embodies a shared vision of women’s empowerment. Shina articulated this sentiment perfectly, “Amara Shia continues their legacy of women’s empowerment. Not just because jewelry are a thing for women but because women should help other women. This partnership signifies a new era in the jewelry industry where authenticity meets ambition, and where brilliance is shared, not divided.”
Together, these women exemplify strength, innovation, and a collective purpose to uplift each other and the industry they serve. Their collaboration is proof that when passionate women unite with trust and respect, they don’t just grow but they inspire, evolve, and lead the way for others to follow.
