CinemaBravo

Amara Shia Jewelry, one of the country’s largest and most acclaimed jewelry brands, proudly announces its acquisition of Sephira. This is truly a landmark move that makes it the first local jewelry company to expand through a brand acquisition.

Under the leadership of CEO Shina Sevilla-Aquino, Amara Shia Jewelry has built a strong reputation for redefining live jewelry selling through innovation, trust, and timeless elegance. With this bold step, the company continues to shape the future of Philippine jewelry retail.

Sephira, founded and led by lifestyle influencer, model, and entrepreneur Rona Tai—wife and business partner of TV personality Eric “Eruption” Tai—has quickly risen as a favorite in the online jewelry scene. Known for her energetic personality, humor, and high-end taste, Rona has become one of the industry’s most engaging and influential figures.

“From the moment na napanood ko si Rona mag-live, nakita ko agad ‘yung passion, ‘yung potential, at ‘yung gigil na nagpapaalala sa akin kung paano nagsimula ang Amara Shia,” shared Shina Sevilla-Aquino, CEO of Amara Shia Jewelry. “Naniniwala ako na with the right guidance and support, mas lalo pang lilipad ang Sephira and together, we’ll set new standards for what’s possible in this industry.”

(From the moment I saw Rona go live, I immediately saw her passion and potential. That same drive reminded me of how Amara Shia started. I believe that with the right guidance and support, Sephira will soar even higher, and together, we’ll set new standards for what’s possible in this industry.)

Under Amara Shia’s management, the brand will now carry the name “Sephira by Amara.” Beyond business growth, this partnership stands as a story of women uplifting women—founded on mentorship, respect, and shared vision.

“I’m deeply honored and excited to be part of the Amara Shia family,” shared Rona Tai. “This is more than just business, it’s a partnership built on respect, learning, and the love of jewelry.”

Following the success of Amari, its first brand extension that achieved international recognition after debuting through a live selling event led by Jenela, Amara Shia continues to expand its influence in the jewelry industry. With Sephira by Amara, Shina reinforces her belief that collaboration, not competition, is the way forward.

This milestone ushers in a new chapter for the jewelry world—one where authenticity meets ambition, and brilliance is shared, not divided.

A new era begins. The Queen leads once again.