CinemaBravo

From her humble roots in a small farming community, Charo P. Cordial, the founder and president of Maddox Jewelry, has built a business grounded in perseverance, integrity, and faith. Once a simple probinsiyana with big dreams, she is now among the most inspiring figures in the Philippine jewelry industry. Her name is posing to be an emerging force driven by one mission: to make natural diamonds accessible to every Filipina.

Her entrepreneurial journey, which began in grade school when she sold chocolates to classmates, continues to motivate aspiring business owners to this day.

On November 4, Charo met with select media outlets, including CinemaBravo, at the AZDM Building, 1-66 Jose P. Rizal Street, Concepcion Uno, Marikina, to give an exclusive look at her jewelry collection and share the inspiring story behind Maddox Jewelry’s growth.

Speaking about her motivation for starting the brand, Charo recalled how diamond jewelry used to intimidate most women.

“Nung nag-umpisa ako nito, nakikita ko sa market sa Philippines, even sa ibang bansa, pag sinabi pong diamond—wait! Yung mga babae, parang may kamay na (pumipigil): ‘Ay, ayoko niyan! Mahal yan!’ Hindi nila uunahin yon e!” she said, explaining how the perception of diamonds as expensive luxury items discouraged many from buying them.

(When I was starting out, I noticed that in the market here in the Philippines and even abroad, when people hear the word ‘diamond,’ women would instinctively hold back and say, ‘No, I don’t want that! That’s too expensive!’ It was never a priority for them.)

Determined to change that mindset, she made affordability and accessibility the heart of her company’s mission. “Ngayon, part ng mission and vision namin dito—I’m always telling all my employees… I want natural diamonds to be affordable and can be reached by every Filipina. Hanggang ngayon pinapanindigan po namin yan,” she emphasized.

(Now, as part of our mission and vision here, I always remind my employees that I want natural diamonds to be affordable and within reach of every Filipina. Until now, we continue to stand by that.)

She added that this principle guides all their efforts, from product sourcing to pricing and marketing. “So that’s why from there, talagang nagki-create kami ng marketing strategy, sales, on how to produce natural diamonds na super mababa ang presyo na no one can beat our price.”

(We’ve continued developing marketing and sales strategies to produce natural diamonds at very low prices that no one can beat.)

One dream beyond the fields

Growing up as a probinsiyana with big dreams, Charo was raised by hardworking farmer parents who taught her the value of perseverance, integrity, and education. Despite the struggles of rural life, she was determined to create a better future for her family.

Even as a young girl, her entrepreneurial spirit was already evident. Her school baon often consisted of simple root crops like kamote or saging na saba, lovingly packed by her parents. Alongside that, she received a small weekly allowance of five pesos: money she learned to use wisely. Instead of spending it all, she bought a pack of chocolates, resold them to her classmates, and doubled her earnings by the end of the day.

That small act of creativity and thrift became her first lesson in business and sparked a mindset that would later define her career: to create opportunities, not wait for them.

An unexpected path

When it was time for college, Charo’s father insisted that she take up Agricultural Engineering. At that time, she wanted to pursue courses that were more “in demand,” such as Nursing.

Frustrated, she once told him, “Magsasaka na nga tayo, tapos magsasaka pa rin ang kukunin kong course?” (We’re already farmers, and now I’m going to take a farming-related course too?)

Out of respect, she obeyed her father’s wishes, not realizing that his wisdom would ultimately shape her destiny. After earning her degree and passing the Licensure Examination for Agricultural Engineers, Charo landed a job at Kubota Philippines, an international company that initially wanted to hire a man for the position. However, because there were so few licensed Agricultural Engineers in the country at the time, she was given a chance.

That opportunity turned into a 15-year career in a male-dominated field. Through determination and skill, Charo proved that gender is never a limitation. She rose through the ranks and found her place in Sales, where her professionalism, leadership, and passion for connecting with people flourished.

Looking back, Charo realized that her father’s decision had been a blessing in disguise. While others struggled to find work in oversaturated industries, she discovered the advantage of being in a profession with fewer specialists but greater demand.

Her time at Kubota taught her the importance of perseverance, professionalism, and positioning oneself where expertise is truly needed. These lessons later became the foundation of her success as an entrepreneur.

The birth of Maddox Jewelry

Like many dreamers, Charo’s road to success was not without setbacks. Before founding Maddox Jewelry, she ventured into various small businesses, including a health supplement distributorship, which taught her valuable lessons about resilience, risk-taking, and trust.

When the pandemic hit, everything changed. From constantly meeting people through sales work, Charo suddenly found herself confined at home. Restless but full of ideas, she turned to Facebook live selling, starting with pre-loved bags and a few pieces of jewelry she had personally bought from other sellers.

At first, only two viewers tuned in. But she kept going. One day, a jewelry supplier noticed her energy and sincerity and offered her a partnership: “Sell our diamond jewelry. You don’t have to pay upfront — just pay us after you sell.”

Cautious but determined, Charo accepted the offer. She sold the first batch through her live streams and, true to her word, paid the supplier back in full before asking for another batch. She even told the supplier, “Let me pay everything first before giving me another batch of jewelry — then we can move forward.”

That moment marked the beginning of Maddox Jewelry — a business built not on capital, but on trust.

Growing through trust and purpose

What began as a small online venture inside her home has now become a respected jewelry brand with a growing team of employees, loyal customers, and resellers nationwide. Maddox Jewelry is now known for offering authentic natural diamond jewelry at honest prices — making luxury accessible without compromising quality and integrity.

Just as her first supplier trusted her, Charo now pays it forward. Maddox Jewelry allows aspiring entrepreneurs to sell directly from the showroom without any upfront cost. Whatever they sell, that’s what they earn. For Charo, it’s not just about profit; it’s about creating opportunities for others, just as someone once did for her.

Many of her customers have since become resellers, growing their own businesses under the Maddox brand. Some are even well-known celebrities and personalities who discovered Maddox Jewelry not just through its online presence, but through the strong reputation built by word of mouth and trust.

Beyond being a successful businesswoman, Charo P. Cordial is a devoted wife and mother. Her husband and two children are her greatest treasures — the reason behind all her sacrifices and achievements. Her family remains her source of inspiration, strength, and purpose.

Known among her employees as a tough but compassionate leader, she is respected for her fairness, discipline, and belief in her team’s potential. She often reminds them, “Stay with me, grow with me, and we’ll rise together.”

Those words reflect her leadership and life story — one that began with a young girl selling chocolates in class and grew into a woman leading one of the country’s most trusted jewelry brands.

Under Charo’s leadership, Maddox Jewelry continues to thrive with its mission to make every Filipino shine through genuine jewelry, honest business, and empowering opportunities. The company continues to uphold the same values that guided its founder from the very beginning: trust, loyalty, hard work, and heart.

Maddox Jewelry — where trust is the true gem.

Their tagline goes, “Tara na sa Maddox — sa sobrang mura, mapapanegosyo ka!“
(Come to Maddox — it’s so affordable, you can start your own business!)