Christine Deo grew up in a modest neighborhood in Iligan City, where she learned early that gold carried value beyond appearance. Cash, she said, was easy to lose. Jewelry was not.
“If you came across some money and kept it at home, you could be sure it would get stolen,” she said. “But if you had a piece of gold, it was easier to hide.”
Her first notable purchase came through a pawned item from a woman who had returned from working in Japan and needed money. When the item was not reclaimed, Christine bought the pawnshop receipt and claimed the jewelry without knowing exactly what it was.
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“I thought it was a bracelet,” she recalled with a laugh. “But when I put it on, it was huge. It turned out to be an anklet, and I had no idea what it was before.”
She continued buying pawned jewelry from neighbors, relying on instinct to judge long-term value. With few jewelry stores in her area, learning came through direct experience.
“There weren’t many jewelry stores in our area,” she noted. “So you had to go around, check what people were pawning, and train your eyes.”
By 21, Christine had earned her first million pesos. Instead of keeping the money, she chose to reinvest it.
“But like before, I was scared to keep money,” she shared. “So I rolled it because I needed it to grow.”
She later invested in businesses including lending, farming, trucking, piggery operations, travel and tours, and beauty clinics, though jewelry remained central to her work.
In 2009, Christine began selling jewelry online, using her Nokia phone to upload photos to Facebook. When live selling later became popular, she hesitated before joining.
“At first, I was embarrassed,” Christine admitted. “I felt like I didn’t belong there. But when I finally tried it, it wasn’t just about selling—it became my therapy. Sharing my gold and diamonds with an audience gave me life again.”
Some of her live-selling sessions have generated large sales figures. One four-hour stream brought in P28 million.
“That only happens when people trust you,” she observed. “Anyone can sell online, but not everyone builds that relationship.”
Her customers, whom she refers to as “madam,” are based across the Philippines and overseas. Some participate online without appearing on camera, while others travel for private viewings.
Deo Gold and Diamonds operates showrooms in Parañaque, Cavite, and several locations in Mindanao. Christine described her business as modest in scale.
“We’re one of the smallest jewelers in the Philippines,” she said. “Still humble pa rin tayo.”
She also draws a clear distinction between gold and diamonds.
“Gold is an investment,” she explained. “You can convert it quickly to cash when needed. But diamonds are different. They’re not for emergencies. You buy them when you’ve already saved some spare money. They’re a symbol of how far you’ve come.”
Christine credited jewelry with helping her endure a past financial setback.
“When I was swindled one time, I’d look at my jewelry, and they kept me going. I look at them and say, ‘You’re still here with me.’ It’s not about vanity. It reminds me I’ve survived.”
Now in her 20th year in business, Christine continues to sell primarily through live platforms.
“Jewelry is my weakness,” she added. “But it’s also my passion. This isn’t just business anymore—it’s my calling.”
