Monday, May 14, 2012

Karylle, the Face of Miladay Today



Just like a multi-faceted diamond, singer-actress-TV host Karylle has sparkled all the more after overcoming challenges over the years. Throughout those hard times, her class, sophistication, and inner beauty shone brightest making her the perfect choice to be the famed and trusted jewelry brand Miladay’s first-ever celebrity endorser.

“Just like the history of Miladay, Karylle’s life is composed of inspiring tales of love,” says Christine Dayrit, one of the owners of Miladay. “This makes her the perfect choice to be the face of ‘Miladay Today’.”

As brand ambassador, Karylle jumpstarts the 46-year-old jewelry company’s empowering campaign – Miladay Today. In this campaign, Karylle appears in an AVP titled “Sacred Vows,” where she empowers one to make inspired vows to one’s self.

“Sacred Vows” is directed by award-winning director Mark Meily. The cinematography is done by award-winning cinematographer Carlo Mendoza (Asiong Salonga), a former classmate of Karylle at the Ateneo de Manila University.

Karylle explains, “It is like being engaged to yourself. It is a brilliant concept that aims to inspire and remind people that loving one’s self is the ultimate key to one’s happiness. At this day and age, one does not need someone else to give one an engagement ring or a dream diamond or any precious jewels for that matter. It’s the best gift of love you can give yourself. I am so happy to be part of this campaign and of this trusted brand.”


Miladay Today is a part of the Dayrits’ effort to fulfill founder Mila Salgado-Dayrit’s dream of each Filipino having a Miladay piece, no matter how small.

“This is such a big honor to have been chosen by Miladay to be its first celebrity endorser,” says a giggly Karylle. “The brand stands for so many good and beautiful things—trust, love, integrity—and I am so excited to be its brand ambassador.”


Christine Dayrit notes Karylle’s achievements as the primary reason why the singer-actress was chosen as brand ambassador.

Karylle has just received international acclaims for her work in the TV series The Kitchen Musical. She is currently a part of the noontime show Showtime and the Sunday variety show ASAP 2012. Her latest album Roadtrip, which she personally produced, has just turned Gold.

More than these achievements as a performer, Karylle’s golden heart is simply her biggest achievement. For the past years, she played an active role in supporting Child Haus, White Cross Children’s Home, and the Philippine Animal Welfare Society (PAWS).

PAWS is a volunteer-based non-government organization whose goal is to prevent animal cruelty through education, animal sheltering and advocacy. While, Child Haus is a temporary shelter for indigent patients from the different provinces who have cancer or other dreaded diseases and have no place to stay in Metro Manila while undergoing medical evaluation or treatment. White Cross Children's Home, on the other hand, is a child welfare institution catering to the children of parents with tuberculosis.


“My mom’s passion for local culture, love for her loyal workforce and gifted goldsmiths gave birth to Miladay’s collection, a showcase of Filipino artistry through beautifully handcrafted jewelry,” says Chrstine. “The legacy left by my parents continues to be our inspiration to make the Miladay brand bigger, more trusted.”

True enough, Miladay was named one of the country’s “Trusted Brands” in 2006 and 2007 by the nationwide survey of the Reader’s Digest. It also garnered the prestigious “Retailers Award” in 2007 given by the Department of Trade and Industry and the Philippine Retailers Association.

Christine adds that her parents have imparted to them important business principles that they strictly uphold—honesty, integrity and reliability.

The success of Miladay, more than just being an entrepreneurial victory, is a beautiful tale of love – for God, of parents to children, children to parents, employers to employees, brand to consumers.

According to Christine, Miladay has kept their family working on the vision and legacy of their parents. Aside from her, other owners/directors of the Miladay Jewels board are Michelle Dayrit-Soliven, Mark Dayrit, Yvonne Dayrit-Romualdez, and Jaqui Dayrit-Boncan.

“Undeniably, this is a family affair that we would like to extend to every Filipino and their families,” says Mark. “Over the years, we have worked hard to present to everyone what ‘Miladay Today’ is all about.”

Aside from the House of Miladay in Jupiter Street in Makati, Miladay has branches in Alabang Town Center, SM Mall of Asia, Glorietta 4, The Podium, The Block in SM North EDSA, TriNoma North Triangle and SM City Taytay. For more information, please call 890-6303 or 890-7738 or log on to www.miladayjewels.com.

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