Regina Troy Barrios

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Jae Pickrell

<p>Fashion and gastronomy are two different worlds. The first focuses on style, aesthetics, and trends while the latter puts premium on the quality of ingredients, taste, and techniques. </p><p>But for <strong>Jae De Veyra Pickrell</strong>, crossing the line from the editorial room to the kitchen seemed to be a seamless stride. Married to <strong>Chef Bruce Ricketts</strong>, she completes the power duo behind successful dining concepts <a href="https://www.instagram.com/lachinesca/" rel="noopener noreferrer" target="_blank">La Chinesca</a> and <a href="https://www.instagram.com/iai.manila/" rel="noopener noreferrer" target="_blank">Iai</a> under <a href="https://www.instagram.com/allwedoiseat__/" rel="noopener noreferrer" target="_blank">All We Do Is Eat, Inc</a>.</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:900px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1743431362160iaimanila_9162-Enhanced-NR.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner">Jae De Veyra Pickrell with husband Bruce Ricketts | Photo: Ching Dee</span></span></span></div><p>From the get-go, her palpable refined touch to the birthing of these establishments is a result of being a seasoned editor in the publishing business. Pickrell&#x27;s impeccable attention to details and thoughtful design concepts are a product of her various experiences—from editor of the features and lifestyle sections, copy editor, to editor—with top online fashion and beauty source, <em>Preview</em>.</p><p>While Chef Ricketts gets the spotlight for his bold and playful take on Japanese fusion cuisine, Pickrell slips not so quietly into the picture with her striking modern vision of how a restaurant ought to be. Even as one steps into any of the couple&#x27;s restaurants, the adage &quot;eyes eat first&quot; is instantly gratified. </p><div><span class="fr-img-caption fr-fic fr-dib" style="width:900px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1743431532560iaimanila_9104-Enhanced-NR.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner">While Ricketts often takes the spotlight, behind the scenes, Pickrell&#x27;s vision is just as captivating | Photo: Ching Dee</span></span></span></div><p>True to being a diligent editor, Pickrell drew out her deep understanding of Chef Ricketts&#x27; culinary philosophy to create distinct concepts for each establishment. La Chinesca, for instance, was hatched to have that street-like, hole-in-the-wall vibe. Iai, on the other hand, was meant to showcase Filipino craftsmanship in a warm and quietly elegant atmosphere. </p><p>&quot;My professional partnership with Bruce started when I created a brand that revolved around his style of cooking and menu for La Chinesca. It was bold and irreverent, and I’ve since adapted its brand identity for various brand executions, from La Chinesca at The Grid, to the La Chinesca at Balmori pop-up, and now to our two-month-old BGC branch. I also spearheaded the relocation of Bruce’s first restaurant, Sensei, to a bigger, better space, and we’ve since expanded our business some more with Iai, our sushi kappo restaurant,&quot; Pickrell said. </p><div><span class="fr-img-caption fr-fic fr-dib" style="width:900px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1743431577179edited.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner">Pickrell’s keen editorial eye shapes diverse concepts like La Chinesca (left) and Iai (right) | Photos: La Chinese on Instagram; Ching Dee</span></span></span></div><p>&quot;We have a different approach for each restaurant that takes into account our personal preferences and that of our market, which is really not that dissimilar from my editorial approach when I was still in the publishing industry.&quot; </p><p>That next-level experience apparent in their restaurants reflect the perfect marriage of their individual expertise and shared passion for their enterprise. &quot;We value and honor nuance, and express this in the food and customer experience, particularly at Iai, from everything that goes on the plate to the tableware we use, the personalized menus for all guests that go through our door, our extensive by-the-glass wine menu, and even the hand soap we use every evening. </p><p>&quot;Every little thing at Iai, for instance, was picked with the clearest of intentions, foremost of which is to pay tribute to Japanese and Filipino artistry and artisanal craft,&quot; she added. </p><div><span class="fr-img-caption fr-fic fr-dib" style="width:900px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1743431638581iaimanila_9238-Enhanced-NR.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner">Every detail at Iai honors the artistry and craftsmanship of Japan and the Philippines | Photo: Ching Dee</span></span></span></div><div><strong>Doing what she does best</strong></div><p>At only 27 years old, Chef Ricketts was already considered as among Manila&#x27;s top chefs. Reticent in his ways, he would rather have his dishes speak for his craft. Discerning patrons recognized the excellence in his first Japanese restaurant, Sensei Sushi, through signature dishes like his famous toro sushi and Matsusaka beef with charred eggplant, wasabi, spring onions, and ponzu.  </p><p>And in Mecha Uma, which has closed its doors after nine years to give way to Iai, customers still remember his duck doughnut, black cod, and eight-course tasting menu, which includes striped mackerel sashimi, wagyu with charred eggplant puree and miso butter-soaked potato bread toast, among others. </p><p>Pickrell, on the other hand, brings something equally remarkable to the proverbial table. To describe her as Chef Ricketts&#x27; &quot;secret weapon,&quot; would be downplaying the weight of the work that she likewise puts into the business. </p><div><span class="fr-img-caption fr-fic fr-dib" style="width:900px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1743431684697Snapins.ai_474948432_18485993281029548_3552263995721678640_n_1080.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner">Pickrell is hands-on at the La Chinesca pop-up at The Balmori Suites | Photo: Jae Pickrell on Instagram</span></span></span></div><p>&quot;There’s really nothing to balance because supporting his creativity requires exactly what I do best, which is taking care of all other aspects of business and operations, from accounting to HR to contract negotiations, down to design and creative matters that go beyond the plate. There’s a clear division of labor between us that allows us to shine in our respective departments—it just so of course happens that the food will always take center stage, and my efforts should complement Bruce’s output in a supporting and propulsive role,&quot; Pickrell said. </p><p>The storyteller in Pickrell is visible and tactile at Iai, for instance.  The sight of the tableware alone has its grounding effect the moment one&#x27;s fingers slide through these objects. The smoked bamboo chopsticks by Kazuho Shimomoto and the bendable suzugami plates from Toyama Prefecture, Pickrell explained, are her &quot;little nods to my love for tea.&quot;</p><p>&quot;The rarest chasen, or matcha whisk, is made from susudake or smoked bamboo, taken from eaves of old Japanese houses, and Shimomoto-san has devoted himself to creating utensils made entirely out of smoked bamboo, whereas suzugami plates are frequently used in tea salons and wagashiyas in Japan. </p><p>The plates and vessels at Iai were customized by artists whom the couple tracked down in different prefectures, from Kyoto to Shiga to Kanazawa. &quot;Ceramics play such a crucial role in Japanese cuisine as yet another expression of taste and style by the proprietors, and we wanted to impart this in Iai,&quot; she added.</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:900px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1743431734720iaimanila_9442-Enhanced-NR.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner">A sample of the exquisite tableware at Iai | Photo: Ching Dee</span></span></span></div><div><strong>Big about Japan</strong></div><p>Iai, a by-reservation only sushi restaurant, showcases Chef Ricketts&#x27; masterful creations and the couple&#x27;s love for Japan. Pouring their passion into its creation, Iai is practically a delicious love letter from the couple to Japan and to the patrons who have been appreciating their restaurants through the years.</p><p>Pickrell observed, &quot;You can see and feel this most in Iai, which takes so much inspiration from the Japanese culture of shokunin and artisans—from the mindset and work ethic of chefs to ceramicists and creatives in general. Bruce and I both share an obsessive personality trait, which is quite Japanese as well, and this filters down to how we built and work in Iai, where no detail is too small.&quot;</p><p>Iai is also the latest incarnation of their memorable gastronomic adventures in Japan. The influence of its rich heritage and the devotion of its chefs strongly resonate with the couple. &quot;Our meals at Tenzushi, a five-seat sushiya in Fukuoka, will always be our biggest culinary touchstone. Amano-san is known as the father of Kyushumae sushi, which diverges in style from classic Edomae sushi. It’s bolder, transgressive, and opened our eyes to a different way of doing things in such a hallowed area of Japanese cuisine. </p><div><span class="fr-img-caption fr-fic fr-dib" style="width:900px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1743431782860Snapins.ai_370737160_1006101630741421_1784286865381267842_n_1080.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner">Pickrell on a food adventure in Kanazawa, Ishikawa Prefecture | Photo: Jae Pickrell on Instagram</span></span></span></div><p>&quot;Amano-san’s work gave Bruce the courage to cultivate his own style and to not be afraid to push boundaries and showcase local ingredients in his own brand of Japanophile cuisine. And of course, there’s always something new to learn and experience in all the other restaurants we visit in Japan apart from the food itself, from ceramics to other sensory elements and omotenashi.&quot; </p><p>At Iai, the setting is quite intimate, almost akin to a Zen teacher asking his students to pay attention.  Here, guests get to have a front-row seat to view Chef Ricketts at work while they mindfully relish a kappo omakase meal consisting of 12 to 14 courses or a shorter five-course set.</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:900px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1743431818839iaimanila_9455-Enhanced-NR.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner">At their newest concept, Iai Manila | Photo: Ching Dee</span></span></span></div><div><strong>Decisive vision</strong></div><p>The F&amp;B industry is highly competitive. Restaurants come and go. It&#x27;s important for a restaurant owner to always be at the pulse of things to ensure business remains sustainable. Pickrell explained, &quot;Being decisive and having a strong perspective are crucial. These leave no room for doubt and second-guessing, which could be so crippling. Decisiveness and vision are integral in both corporate efficiency and establishing pillars in all professional matters, be it design, operations, or hospitality and service. </p><p>&quot;Knowing exactly what I want and being guided by a strong moral compass has helped me so much in navigating my day-to-day activities in this line of work, where I had absolutely no experience nor mentor to walk me through anything.&quot;</p><p>Looking back, moving forward, Pickrell has truly shattered stereotypes and proven that with resilience and tenacity, a woman can likewise slay in a business that continues to be dominated by men. </p><div><span class="fr-img-caption fr-fic fr-dib" style="width:900px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1743431875780iaimanila_9180-Enhanced-NR.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner">Restaurateur, tastemaker and creative inspiration, Jae De Veyra Pickrell | Photo: Ching Dee</span></span></span></div><p>At the end of the day, she reflected, hard work and keeping an open mind are what will really pull people through: &quot;Everyone in this industry is just doing the best they can and that they don’t have everything figured out—and that to figure everything out is beyond the point. There are easier, faster, better ways to make a living, but we’re all lifelong learners and that’s why we’ve chosen to be here, because every day there’s something to be challenged by and learn from, from the introspective, solo act of creating to social encounters with our teams and customers.&quot;</p>

<p>Not just the woman behind Chef Bruce Ricketts, Pickrell is a visionary and driving force who crafts one of the most unforgettable dining experiences in the metro </p>

Not just the woman behind Chef Bruce Ricketts, Pickrell is a visionary and driving force who crafts one of the most unforgettable dining experiences in the metro

Metro Fascinating Women 2025: Restaurateur, Creative and Visionary Jae Pickrell

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Metro Fascinating Women 2025: Restaurateur, Creative and Visionary Jae Pickrell

Francine Medina Marquez

Published March 27, 2025 03:40 PM PHT

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Updated April 02, 2025 10:57 AM PHT

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