Joy Wambangco Rustia: Queen of the New Guard

There is no escaping the fact that she is a topnotch businesswoman. I am referring to Joy Wambangco Rustia, one of the most prominent ladies of today's high society and privileged set. But, she is more than just an entrepreneur, for Joy is a wife, mother, best dressed woman and one of the most popular fashion trendsetters in town. She is, if I may be allowed the privilege of naming her, the Queen of the New Guard.

My dear friend, Rupert Jacinto, renowned for his portraits of men and women of the Old and New Guard, someone who has, for ages, belonged to prominent Society and, yes, make that with a capital S, and a consummate connoisseur of beauty says of our beautiful Joy: "Joy is fabulous because she is an exceptional beauty, with a kind sincere and warm personality, is a successful entrepreneur with a most generous heart all rolled into one!  She is genuine with the most winsome smile!"

Joy, the entrepreneur, is the co-founder of five successful businesses, the first being Wamrus Trading, Inc., which, for the last 28 years, has been engaged in catalogue shopping, consistently successful in its product development and importation of various products for San Miguel and Nestlé, and for top retailers including SM, Robinson's and their affiliates. On an international scale, Wamrus is the major licensee of Disney, Marvel, Disney Comics, Universal, among other brands.

At the home front, she founded Kegitar Home Inc., already 21 years old and better known as Amazing Products, which has developed and engaged in the retail of various home products in Ace Home centers nationwide.

Her third company, Catalog Prime Inc., is a "trekkie" and, also for the last 21 years, has been a developer and retailer of home items for the Robinson's Group of Companies and other local retail stores nationwide.

In a different sphere, Wamrus TKG Realty Inc. develops, sells, and leases out residential houses, commercial offices and buildings, and community malls such as Madison Galeries, and warehouses.

Two beauty brands that Joy, a graduate of Commerce, major in Management, from Assumption College, has given Filipino women are Love K Derma and Love Glow, both produced under her Dynamic Trestia Inc., which she founded only two years ago. The company, anchored on Korean beauty and health strategies, develops and sells gadgets and other anti-aging products for home use.

Joy has been in the list of the Philippines' Best Dressed Women for the longest time. In 2015, she was inducted into its exclusive roster of Style Icon. Rupert has given her a place of honor in the cover of his iconic coffee table book, Faaabvlous.  In 2017, Joy received the People Asia's Women of Style and Substance award.

Describing herself a "perfect juggler of family, business, civic duties, and social life," Joy has continuously supported The Philippine Cancer Society. Of her many good works, she says, "Since I feel that I am blessed to be where I am today, I feel the need to give back to the community and to the people in need.  I have donated funds, food, products and time to several organizations, churches and societies.  Some, I don't even mention but continuously do it anonymously."

Finally, of her many distinctions, she takes pride most in being "a great partner, friend, lover and wife to my husband, Joel, and a doting mother, inspiration and caring guide to three beautiful daughters, Tara, Keana, and Gilly who, I am happy to share, are working with us, their parents, in our family businesses.

The Daily Tribune sent questions to Joy, who spiritedly sent us back her answers. Allow me to share our exchange:

Motivated by family and employees

Daily Tribune (DT): You are the founder and chief executive officer of five successful businesses. What made you decide to engage in your kind of businesses? How did they become successful?
Joy Wambangco Rustia (JWR): It was in the 1990s, during the birth of TV shopping in the US that my husband and I saw an opportunity, so we went into business and brought the concept from the US to the Philippines.  It eventually evolved and expanded to product development, retail distribution, real estate and to a line of beauty products.
We are most thankful to the SM Group of Companies for partnering with us in developing volume products We became a major licensee of Disney, Marvel, among other international brands.  This initial foray led to the opening of several avenues for innovation and opportunities.

DT: How do you manage your time?
JWR: My day starts early and I stick to a schedule and set deadlines.  I make sure that at the end of the day I'm able to address all concerns and resolve the issues of our different companies.

DT: What motivates you from day to day?
JWR: My family and the people working for the company are my top motivators.  My role is not only to make a profit.  We have been blessed with good and hardworking people and I have this sense of duty and responsibility to take care of them.  It is very fulfilling when I see that I am able to help provide for my family, my employees and their families too.

DT: What is your management style?
JWT: I always allow open communication with my employees.  I love mentoring, guiding, allowing opportunities for them to think out of the box. I believe in empowering my employees and developing their leadership skills. My priority is to give importance to my people, while the growth and profit, which remain to be a goal, become secondary to the wellbeing of our employees.

Perfect fit

DT: You are in the Best Dressed List. How would you describe your grooming style?
JWR: Very polished and classic.

DT: What would make you buy an RTW dress?
JWR: The perfect fit and style.
DT: Which designers do you patronize off the rack?
JWR: Prada, Dior, Alice + Olivia, Max & Co., Zara.

DT: Who are your favorite Filipino designers for your custom outfits for parties and social events?
JWR: Randy Ortiz and Mark Bumgarner.

Influenced by father and grandfather

DT: You must have been raised well. What do you thank your parents for?
JWR: Being close to my parents and grandparents on both sides, I grew up with very strong family values. My grandfather's and my dad's influence on business perhaps made me who I am today.

DT: What were your passions as a child and later, as a teenager?
JWR: I have always enjoyed singing and dancing. We have a brand called AMAZING PRODUCTS available nationwide through ACE home center and one of the most popular products we developed is the Magic Carryoke (microphone karaoke).  We can sing anytime, anywhere together with my 3 daughters.
Married for 29 years
DT: Tell me about your love life. What is your husband's name?
JWR: His first name is Joel. We met in NY through a good friend and we both were and still are passionate about skiing.  It was a whirlwind romance and he proposed after a year.

DT: What is his profession (business)?
JWR: We are both running the businesses but he focuses more on real estate.

DT: What factors have kept you together for a long time?
JWR: Marriage is a lifelong commitment.  It is patience, learning how to forgive and putting God at the center of your relationship that have kept us together. We have been married for 29 years.

DT: What is your formula for being a successful wife?
JWR: Making yourself always attractive to your husband, constant communication and being a good cook.

A conservative and strict mother

DT: Tell me about your daughters. What are their professions?
JWR: Tara, Keana, and Gilly  are all working and helping in the business.

DT: What is your mothering style?
JWR: I am quite conservative and strict.  Although I try to adapt to the modern, unpredictable changing times.

DT: What is your greatest reward as a mother?
JWR: Having three daughters who grew up with good values, and are humble and hardworking.

DT: What is your advice to them when it comes to love and romance?
JWR: Always choose a man who will love them and take care of them and their children the way their father took care of us.