When people think of fine jewelry, imported pieces and international brands often come to mind, but Filipino goldsmiths and local jewelry makers are proving that beautiful and well-crafted pieces can be made right here in the Philippines.
For Fae Escolar, owner of The Dainty Queen PH, supporting local craftsmanship is an important part of her jewelry business.
Photo from The Dainty Queen PH
The Dainty Queen PH works with both local and international suppliers, giving customers access to different kinds of jewelry, but when it comes to custom-made pieces, Fae also turns to Filipino goldsmiths who can bring a customer’s own design to life.
“Our local goldsmiths and manufacturers are already very good at what they do,” Fae raves. “So, of course, we want to give our own people a chance and support Filipino-made pieces. We can also be at par with international suppliers.”
That belief is especially meaningful in a business where craftsmanship is often just as important as the gold or diamonds themselves.
Photo from The Dainty Queen PH
Another interesting part of The Dainty Queen PH’s business is its live auctions or subasta, where jewelry is offered through live selling. The concept became particularly relevant during the pandemic, when people were spending more time at home and shopping through social media.
Fae initially posted jewelry pieces on Instagram, but when she noticed that pieces were selling out quickly, she realized that simply posting photos was no longer enough. “I figured that the pieces were always getting sold out, so posting was no longer enough. I decided to do live selling instead,” she recalls.
Through live selling, customers could see the pieces up close while Escolar explained their details and what made each one worth considering. It also allowed her to reach customers who were not able or did not want to leave their homes during the pandemic.
The approach eventually became a key part of the business and helped introduce more customers to the idea of buying jewelry through an online auction. For first-time buyers, a jewelry auction may sound intimidating. But the live format also gives customers the opportunity to see a piece in greater detail and ask questions before deciding to bid or buy.
Photo from The Dainty Queen PH
For Fae, her connection to gold and diamonds actually goes back much further than the business itself. She grew up around her grandmother and family, who owned a chain of pawnshops in Laguna. Being exposed to jewelry at a young age sparked her interest in gold and diamonds.
Her grandmother would also remind her that jewelry could hold value over time. “May value ’yan. Tumataas ang value niyan,” was one of the lessons she remembers hearing from her grandmother.
Jewelry, however, was not Escolar’s original business. Before the pandemic, her family was involved in electrical supplies trading. When the pandemic disrupted businesses and payments from clients, she found herself looking for something she could do from home, something she had always enjoyed, and something that could also provide an additional source of income.
“I needed something that was also therapeutic for me, to do what I like doing while staying at home. And it was also an extra income,” she said. What began as a way to stay productive during an uncertain period eventually grew into The Dainty Queen PH.
Photo from The Dainty Queen PH
Selling gold and diamonds online comes with one major challenge: trust. Escolar said finding reputable suppliers was one of the first things she prioritized when she started the business. The Dainty Queen PH works with local and international suppliers, with pieces also coming through pawnshops, auctions and bidding channels.
As the business grew, she invested in high-end testing equipment for gold and diamonds to help verify the pieces being offered to customers. For custom designs, she also works with goldsmiths who can create pieces based on what clients request. It is a process that combines the convenience of online shopping with the need for transparency when dealing with valuable jewelry.
After years in the business, Fae says her goals are not really centered on becoming the biggest jewelry seller or making the most money. “I’ve never dreamed to become rich or to be number one,” she says. Instead, she talks about legacy and the relationships she has built with customers.
Even those who do not purchase from The Dainty Queen PH can still play a part by watching and sharing the brand’s live auctions. For Fae, being part of a customer’s jewelry journey is something she values just as much as the sale itself. “It’s a beautiful thing to be a part of their journey,” she muses.
And perhaps that is what makes the story of The Dainty Queen PH worth looking beyond the sparkle: behind every auction, custom piece and diamond is a network of Filipino craftsmanship, a business built through an unexpected chapter in time, and a community that continues to find something special in jewelry whether they are buying it, bidding for it, or simply watching the next piece go live.
