There is a particular kind of silence that falls over a ballroom right before the first model steps on the runway. At the Shangri-La Hotel this July, that hush carried a story of a woman who, just six years ago, was driving a farm truck through the rice fields of Bicol.
Photos courtesy of photographer Kris Ryan Zara
Maddox Iconic Runway: Diamond Jewelry Fashion Show marked the fifth anniversary of a brand that has quietly become one of the fastest-growing diamond names in the country and it did so with a full-scale production, staged under the direction of fashion icon and director Robby Carmona. Under Carmona’s hand, the evening moved with measured lighting, a procession of celebrity muses, and collections that let the stones do the talking.
But the heart of the night was was the woman who opened it.
President and CEO Charo Cordial took the microphone with the warmth of a host welcoming friends into her home.
“To our distinguished guests, our celebrity partners and business partners, members of the media, our valued business partners, dear friends, and to my Maddox Jewelry family, welcome to Maddox Iconic Runway: Diamond Jewelry Fashion Show,” she began. “Tonight is a very personal celebration.”
She traced the brand back to its origin to a conviction. She shared,“Maddox Jewelry began with a simple dream — to create jewelry that wasn’t only beautiful, but meaningful. Jewelry that people could wear that doesn’t just complete an outfit, but expresses who they are.”
“From the very beginning, I believed that luxury should never be out of reach, because confidence is not defined by status, age, or background. It is something every person deserves to feel. That belief became the heart of Maddox.”
It is a line that lands differently when you know where she started.
The pandemic pivot
Charo is a licensed agricultural engineer. For fifteen years she worked for a multinational company, often the only woman on a team of men, and luxury was nowhere in the picture. “Hindi ako into luxury. Nasa gitna ako ng palayan, nagda-drive ako ng farm truck,” she said.
Then 2020 arrived and stopped the world. “2020, nag-shutdown buong mundo. Wala ako ginagawa araw-araw. Nakita ko nagla-live sell, subukan ko para may kausap ako,” she recalls. She started by selling her own old bags, less a business plan than a cure for the silence. “Tapos wow, may kausap ako, viewers ko isa o dalawa lang,” she related.
The turn came from a stranger. A supplier messaged her offering to send a box of jewelry on consignment. She had no capital. That instinct, integrity first, scale later, is arguably the real founding document of Maddox Jewelry.
Everyone gets to feel it
Six years on, Maddox employs over a hundred people in a multi-storey facility in Marikina City that Charo funded entirely from earnings. Celebrities pass through the showroom. So does everyone else, which she insists is the whole point.
“Ang iniisip ng iba, high-end market lang kami. But the truth is, all status ng buhay, may household staff, may workers, we cater to all. Wala kaming pinipiling customer. Ang happiness ng nakabili ng P1-million piece is the same sa nakabili ng worth P4,000.”
On how the pricing holds without sacrificing quality, she keeps it simple. “Trade secret namin, pero bilang owner or president ng Maddox Jewelry, ginagawan ko talaga ng paraan para sa lahat. In a simple way na konti lang ang kita para maka-afford ang lahat, and we have all kinds from super murang presyo, medium prices up to the expensive ones.”
What lasts
Back onstage, Charo turned to the people who built the brand with her.
“Over the years, we have been blessed with incredible people who became part of our story. Our loyal clients, our celebrity partners, our dedicated team, and everyone who believed in our vision. We have transformed Maddox from a dream into a growing legacy. And for that, I am sincerely grateful.”
“This evening is our way of saying thank you.”
Then, gesturing toward the runway, “As the journey unfolds tonight with our icons, you’ll discover that while fashion and trends come and go, one thing remains timeless — confidence.”
“Jewelry has always transcended generations. It has celebrated milestones, preserved memories, and told stories that mean far beyond a single lifetime.”
“It is not simply about fame and recognition. It is about leaving a mark, inspiring others, and becoming part of someone’s story.”
“To everyone who has walked this journey with us, thank you for making Maddox part of yours.”
“As we celebrate five wonderful years, this is not the culmination of our story. It is the beginning of an even more exciting chapter.”
“From my heart, and on behalf of everyone at Maddox Jewelry, thank you for believing in our vision. And thank you for helping us continue to prove that luxury and confidence can be worn with pride.”
“And now, let us all make this night iconic. Welcome once again to Maddox Jewelry Iconic Runway: Diamond Jewelry Fashion Show.”
The lights went down. The first model stepped out. And somewhere in that ballroom, a former agricultural engineer watched her farm-truck years turn, finally, into something that beautifully catches light. The Maddox Jewelry Iconic Runway: Diamond Jewelry Fashion Show was a huge success.
Maddox Jewelry is located at AZDM Building, Marikina City. Live selling sessions continue on the brand’s official Facebook page.
