One of the Philippines’ largest and most celebrated jewelry brands, Amara Shia Jewelry, announces the acquisition of Sephira, marking a historic milestone as the first brand in the local jewelry industry to expand through a brand acquisition.

“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 Amari, and the beautiful comeback of Ms. Jenela, I realize 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,” Ms. Shina Aquino announces as the program starts.

Check out some photos from the acquisition event:

What made Amara Shia acquire Sephira?

“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. 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,” Ms. Shina Aquino continues.

“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,” Ms. Shina Aquino opens the panel on Amara Shia’s acquisition of Sephira.

What does Amara Shia see in Sephira to acquire the brand?

“As a seller, hindi mo mafi-feel o makikita ‘yung hirap ng seller kapag hindi mo siya naranasan. When I saw Rona, 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. 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 (ako nagsimula). Sobrang nagustuhan ko siya. She’s really, really genuine. And they have their own branding, kung sa Amara Shia may crown, they have a unique logo. Nakita ko talaga na with the partnership of Amara Shia, mas maga-guide ko na mas mapalaki si Sephira. Sobrang thankful ako na nangyari itong araw na ‘to,” Ms. Shina explains.

And for Ms. Rona Tai of Sephira, would you believe that she has only been live selling for three months?

“Actually, for me, live selling, I’ve only been doing it for almost three months. 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. 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 light or 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 shares.

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. Two Queens helping each other in a shining collaboration.