Jewelry company proves that diamonds are for everyone
Maddox Jewelry’s Marikina showroom glimmered under soft lights, with diamond earrings catching every ray, bracelets neatly displayed, and necklaces seeming to glow from within their glass cases.
Lady entrepreneur Charo Cordial was assisting customers and members of the media with her characteristic warmth and ease.
Curious, I asked if the shop was always this busy. “Yes,” she replied. “Actually, today is a bit quieter compared to our busiest days.”
I couldn’t help but remark, “So it’s really a booming business.”
“It is, and I can only be grateful,” Charo said.
Her vision extends beyond Marikina. Her goal is to expand, to serve other areas of Metro Manila and even outside the National Capital Region.
“We’re taking it one step at a time. This building is just a year and a half old, and we hope to open more shops to accommodate more customers,” the businesswoman said.
Charo’s journey to diamonds began in the middle of the pandemic, long before Maddox became a recognized name in online jewelry. A licensed agricultural engineer by training, she spent 15 years selling farm tractors and harvesters for a Japanese multinational—often as the only woman on a male-dominated team. Jewelry was far from her world. She rarely wore it and didn’t even own much.
When lockdowns came, her usual busy life paused. She started selling her old bags online, and the sales were fast, boosting her confidence. Jewelry soon followed: smaller, easier to ship, and just as eye-catching. She ordered a few pieces from trustworthy sellers and priced them carefully—a rare practice in fine jewelry, but one that would set her apart.
Then came the unexpected.
“One supplier offered to send me a box of jewelry to sell—no payment upfront, just trust,” Charo recalled. “When it arrived, we went straight to a friend’s pawnshop to check if the diamonds and gold were real, and I couldn’t believe it. The lot was worth about five million pesos.”
Instead of backing away, Charo embraced the risk. She sold the pieces within two weeks, settled payment, and built a business on the quiet foundation of trust. Maddox Jewelry was born, named after her youngest son—not out of favoritism, she stresses, but because the name is unique and memorable.
From a one-woman live-selling operation, Maddox has grown into a 100-strong team with a multi-level headquarters in Marikina. Charo now spends her days surrounded by diamonds, identifying quality at a glance and designing custom pieces for clients from all walks of life, including aspiring entrepreneurs who want to create their own signature collections.
Her engineering background gives her an edge in creating bespoke jewelry, allowing her to instantly understand structure, balance, and dimensions. Maddox offers a wide range of jewelry, but the philosophy behind the brand shines brightest: diamonds are for everyone.
“Natural diamonds should be affordable, something every Filipino can own,” Charo says. “We offer fair prices without compromising quality. Men are also getting into it now, diamonds are truly everyone’s best friend.”
Visiting the showroom, it’s easy to see the appeal. Pieces range from classic studs and drop earrings to statement tennis bracelets and necklaces. There’s a mix of natural and lab-grown stones for every taste and budget, all set with precision and accompanied by proper certification.
Even as the business grows, Charo remains hands-on. She doesn’t hire celebrity endorsers, yet stars like Ara Mina, Aubrey Miles, Polo Ravales, and Jomari Yllana attend her events and support her designs. She treats every client equally, from household helpers buying P8,000 pieces to high-end buyers investing millions.
To celebrate another year of growth, Charo is closing 2025 with a private, holiday-themed mini fashion show at her headquarters, featuring her jewelry on some of her celebrity friends. “It won’t be extravagant,” she says, “just our jewelry on display.”
From live online sessions every Wednesday and Saturday on Facebook to walk-ins at the Marikina showroom, Charo Cordial is proof that trust, hard work, and staying true to your values can create something lasting and, as they say, sparkling.
Maddox Jewelry’s showroom is located in Marikina City’s AZDM Building.
