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Christine Deo talks about success, jewelry pieces

Article (news)

Josh Mercado

Recalling her childhood, Christine Deo was raised by hardworking parents with little resources in Iligan City, Mindanao. During her elementary and high school years, she would be fascinated by the shining diamonds and the striking quality of golds as she passed pawnshops. Even at such a young age, she recognized the meaning of those pieces — especially for a young girl who had nothing like her.“Dahil nga nasa squatter kami at mahirap lang, wala ka namang makikitang jewelry stores. Sa pawnshops ka talaga makakakita ng mga ginto at diamonds. ‘Yung parang naadik ako kasi ang gaganda nila. Parang ang sarap isuot o parang ang ganda niyang tingnan,” Deo told ABS-CBN News.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1770169599563image1.jpeg" style="width:655px" class="fr-fic fr-dib" width="655"/>Christine Deo introduces Deogold &amp; Diamonds. Handout </div>Going deeper, Deo added, “I knew it would have significance at the moment. At pawnshops, I felt as though the wind always carried me there. Every aspect of life, I feel, has meaning. We have to see what&#x27;s out there.”True enough, at the age of about 20, after attempting every minor source of revenue, Deo ended up buying one item from a friend – a pawnshop receipt — and then reclaiming the piece, which launched the now-successful jewelry empire Deogold &amp; Diamonds.“Ang dami kong na-try na business. Nag-fail sila. So talagang dito ako sa jewelry dinala ni Lord. Balik sa kuwento, ‘yung friend ko nga na kailangan ng money, binenta sa akin ‘yung receipt. Resibo siya sa pawnshop. ‘Yun mismong receipt ang binenta sa akin. Tapos kinuha [tinubos] ko siya sa pawnshop. Hindi ko pa nga alam kung anong tawag sa jewelry na ‘yun,” Deo shared with ABS-CBN News.“Hanggang sa ‘yun na ang naging business ko. Nagsumikap. Nag-ipon. Nagbenta ng alahas,” she added.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1770169658263image2.jpeg" style="width:655px" class="fr-fic fr-dib" width="655"/>Christine Deo talks about success, jewelry pieces. Photos by Josh Mercado Reflecting on her journey as an entrepreneur, the Iliganon jeweler revealed that her entrepreneurial instincts stemmed from her father, who sold anything and everything under the sun.</div>“Si father talaga. Siya ‘yung business-minded person talaga sa family. Muslim ‘yung tatay ko. Nagbenta siya ng dried fish. Binabyahe niya ang mga tinda niya noon sa ibang lugar. Parang ako siya. Sa aming magkakapatid, ako lang din ‘yung parang nagkaroon ng ganoong guts,“ she told ABS-CBN News.“But it takes more than just guts to run a business; it also takes passion and creativity.” The enormous, eye-catching diamonds and golds she amassed over the years became various fabulous pieces, much like the woman herself, who stunned the media when she walked into the room with her big personality and jewelry that speaks for itself.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1770169699624image4.jpeg" style="width:655px" class="fr-fic fr-dib" width="655"/>Deogold &amp; Diamonds jewelry pieces. Photos by Josh Mercado </div>Explaining to ABS-CBN News what jewelry means to her, the 41-year old entrepreneur said, “Even though it is obviously beautiful on the outside, jewelry has value on the inside. Although it represents status, it also indicates that great effort was put forth to achieve it.”Speaking about jewelry as an investment, she continued, “Halimbawa, nagkasakit ang isang tao, puwede nilang ibenta or isangla right away ang gold. Malaki ang value ng gold. Ano naman ang difference ng diamond? Ang diamond ay status symbol talaga pero hindi mo siya right away maisasanla or maibebenta.”For people who dream of having a jewelry collection, the owner of Deogold &amp; Diamonds provided the following advice: “Mag-start muna sa maliliit na halaga. ‘Yung iba ay nagsisimula sa yellow-yellow muna. Hanggang sa ‘yung earrings ay gold na. Kapag nakakaahon ka na, after earrings, ayan na ang bracelet and necklace. At kapag may sobra ka pa, buy ka ng diamonds. At tandaan na huwag mangungutang para lang makabili ng alahas.”“Kaya lagi kong sinasabi sa live selling ko na huwag magma-mine kung hihintayin pa sa paluwagan ‘yung ipambibili or mangungutang pa. Huwag,” she passionately added.<div> </div><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1770169730963image6.jpeg" style="width:655px" class="fr-fic fr-dib" width="655"/>Deogold &amp; Diamonds jewelry pieces. Photos by Josh Mercado </div>Talking about live selling, which she does virtually every week, she claimed that she once sold more than P25 million in one session, demonstrating how her stylishly rich clients always trust her and her taste.Started from a pawned piece, Deo is celebrating the 20th anniversary of her jewelry business, which was founded on artistry, credibility, and perfection. Formerly known as Deogold Jewels, the company has developed to emphasize high-quality diamonds while maintaining its legacy in gold and fine jewelry.Driven by innovation and sourced from reliable international factories and partners, each piece is meticulously chosen to satisfy the highest standards of brilliance, value, and timeless design.“Nananatiling humble po tayo kahit 20 years na tayo. Maraming mas sikat na jewelry brands. Kahit tahimik lang tayo, pinagkakatiwalaan tayo — mula sa mga mayayamang tao hanggang sa mga nangangarap na makabili. When you do something, go big,” Deo concluded.

Iliganon jeweler Christine Deo is celebrating the 20th anniversary of her jewelry business, which was founded on artistry, credibility, and perfection.

Iliganon jeweler Christine Deo is celebrating the 20th anniversary of her jewelry business, which was founded on artistry, credibility, and perfection.

How Iliganon jeweler Christine Deo turned pawned piece into a shining brand

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How Iliganon jeweler Christine Deo turned pawned piece into a shining brand

Josh Mercado

Published February 04, 2026 02:45 PM PHT

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