Love’s crowning jeweler

When the King and Queen of Philippine Movies, Fernando Poe Jr. and Susan Roces, tied their wedding knot in 1968, the groom-to-be gave his bride a wedding band that he bought at Miladay, the jewelry store founded by Mila Salgado Dayrit with the support of her husband, Vicente “Ting” Paterno Dayrit.

FPJ went to the right store, for it was one that had not only been founded on love. As the seasons would pass, Miladay would attain a reputation as the go-to shop for men who want to press their suit with something truly special and beautiful. It has also become the choice of bachelors in search of an engagement ring whether they are on a budget or ready to splurge and couples themselves who are about to marry and would like their wedding rings to be elegant, simple and tasteful. That is not to say, though, that Miladay produces jewelry of only the classic mold. Instead, they can be trendy and funky too, as fashion dictates the taste of benedicts and bride-elects, and lovers at various stages of their romance.

The Dayrit children, who now work together in managing the store, and leading it forward successfully to the coming years, were very kind to share their thoughts with the lifestyle section of the Daily Tribune. Ting and Mila’s offspring, namely, Jaqui Dayrit-Boncan, Michelle Dayrit-Soliven, Mark Dayrit, Christine Dayrit and Yvonne Dayrit-Romualdez, took over their company as second-generation jewelers when their parents passed on, with the third generation getting into the scene, too.

Sparkling diamond heart-shaped cocktail ring in white and rose gold. Tale of love

Miladay started as a beautiful tale of love. Vincent gave Mila a packet of loose pearls from Japan. She then had them set based on her personal design. When their friends saw how beautiful the pearls were, they started ordering jewelry from Mila, who gradually became known for her beautiful and unique designs. Thus, was born Miladay.

The demand grew so big Ting converted the garage in the family home into a jewelry workshop, and daughters Jaqui and Michelle’s rooms into showrooms. The staff consisted of three goldsmiths, one stone setter and one cleaner.

It wasn’t long before Ting decided to move the operations to a real store. The first Miladay’s was established at Angela Arcade in the Makati Commercial Center which is now Glorietta 4. He named it Miladay which meant Mila’s Day or Araw ni Mila, a testament to his enduring love for her.

Her friends were not surprised that Mila would take the commercial plunge. First, they always knew her to be fascinated with jewels. Not only was she naturally creative, the family lore attests she also possessed a natural knack for selling. She used to sell sequined slippers from her hometown Roxas City in Capiz to her classmates and teachers to augment her allowance while she was studying at the College of the Holy Ghost (Holy Spirit) where she took up Bachelor of Music major in Piano.

And then, she married a man who knew his financial management and entrepreneurship. Wed on 17 January 1959, they became a tandem to reckon with. With their marriage came love, passion and a business partnership, with Ting giving the thumbs-up to Mila’s enthusiasm for jewels.

pair of wedding bands with princess cut diamonds in yellow gold. Her own model

Not unexpectedly, Mila’s first customers in her home shop were the mothers of her piano students. Loving her designs, they would order pieces for daily wear or for special occasions.

Ting and Mila maintained a workshop for local craftsmen. They promoted Philippine gems like pyrite, tektite, lapiz lazuli and pearls set in gold from the region.

Other than these beautiful gems, stylishly designed and professionally crafted, reasons in themselves for clients to come visit the store, Mila herself was the added attraction. She loved people, she was interested in everyone and her customers were just as delighted to see her happy when she saw that they wore Miladay creations.

“Mommy was her own model,” said Michelle. “She enjoyed wearing Miladay jewelry, showed them around, and removed them to place on her friends’ necks, fingers, ears and wrists. And because it was all about friendship and affection, she would even tell those who she knew loved the pieces but were on a budget, ‘Pay me when able.’”

Mila was truly endearing and, in that era, her friends and clientele knew she meant it from the heart because she was one of Manila’s most vibrant women. She easily smiled and laughed, and while she moved around in her elegant outfits, she was never stiff and self-conscious.

Daughter Jaqui recalled, “She never wasted time. She constantly pushed herself to the best of her abilities and, for her, every minute was an opportunity to enrich herself physically, culturally, mentally and financially.”

Christine recalled, “If she offered to you very valuable pieces, you can be sure it was coming from a valuable person, someone easy to like, and someone whose friendship is real.”

If she trusted others with her “pay when able” attitude, they in turn trusted her, assured that she was selling top-of-the-line jewelry.

“Mommy was trustworthy,” said Mark. “Miladay stood on a sound base of faith, love and trust. That is why she succeeded. She loved what she was doing, and she loved what she was producing.”

“Mommy had to love a piece of jewelry before she sold it to anyone else,” said Yvonne. “If she didn’t like it, she didn’t see how the store could sell it.”

(PHOTO shows from left) Michelle Dayrit Soliven, Jaqui Dayrit Boncan, Mark Dayrit, Yvonne Dayrit Romualdez and Christine Dayrit. Legacy of love

With the exception of Ronnie Poe and Susan Roces, whose wedding was much written about by the entertainment and society press to the last details, Mila would not divulge who her top clients were. She was also discreet when it came to her clients, a trait that her children continue to practice.

Lou, a Miladay executive, pointed out, “It is not just a matter of respect for our clients, it is also a matter of safety for them and for us. People do not really flaunt their jewelry. Among friends, they would be open, but these things are not for the general public’s knowledge.”

As in Mila’s heyday, Miladay continues to sell beautiful and one-of-a-kind creations, such as diamond solitaires, fancy cut diamonds, diamond tiaras, ruby, emerald and sapphire sets, necklaces and dangling earrings, for which the store had been known through the years. Just as Mila was innovative, Miladay has remained to be so.

What continues as well as a Miladay legacy, as passed on by Mila, is the way clients are treated. “Mommy was a sweet, kind and amiable salesperson herself,” said Michelle. “It was her desire to please her clients.

One low-key client, the president of a top 1000 company, who prefers not to be identified, recalled, “She wanted us, her clients and friends, to have the best jewel items at the most affordable terms. Many of us were very young then, in my case a young accountant starting at the corporate ladder, and we could not afford some of her pieces, but she was very generous with her lay-away plans, and all those schemes that allowed us to buy items without really draining our pockets. She believed in jewelry as the best investments one could wear. I still keep them, of course, and will pass them on to my granddaughter when she turns 18.”

Today, Mila’s children meet a lot of her clients who are very grateful that “Mom sold her jewelry at very affordable rates and friendly terms. These items have appreciated exponentially,” said Jaqui.

Michelle added, “Miladay pieces are a true labor of love, from conceptualization to production. She designed everything from the heart and she made sure that each piece was unique. Our beautifully crafted creations are a manifestation of the kind of love that only a close-knit family can exact.”

Christine noted that it was her “ Mom’s passion for local culture, love for her loyal workforce and gifted goldsmiths that gave birth to Miladay’s Filipiniana Collection, a showcase of Filipino artistry through beautifully handcrafted jewelry.”

That their children are now helping each other in managing Miladay should make Ting and Mila, who have since both passed on, happy. Mark recalled that their parting words were, “’Take care of each other and take care of our people.’ Theirs was an inspiring story that fuels us to work as hard as we possibly can for Miladay because this company stands as a testament and legacy of their love.”

Miladay invites everyone, especially lovers, to its Valentine’s Shopping Party. Clients can enjoy up to 30% off on our Valentine’s selection, composed of engagement rings, wedding bands, heart shaped/designed pieces, rubies, and gift items. This offer is until Feb. 17, 2019. Clients may avail themselves of this offer in the following stores: House of Miladay (Jupiter, Makati), Miladay Alabang Town Center, Miladay Glorietta 4, Miladay Trinoma, Miladay Ayala Malls The 30th, Miladay Ayala Malls Feliz, Miladay City of Dreams, Miladay SM North Edsa The Block, Miladay SM Mall of Asia, and Miladay SM City Taytay.