There are also awards: Outstanding Student (ama Computer School), Gintong Kabataan award (Presidential Youth Development Council), Quintuple Platinum Records award (Star Records), Outstanding Citizen (Province of Bulacan), Youth Achievement award (Filipino Academy of Movie Arts and Sciences or famas), among others.
Jolina has taken all of that–all the sweetness, the fluff, the kitsch–and parlayed it into a successful business known as Jolina’s Fashion Gallery, a boutique with 11 branches nationwide that offers a whole line of products ranging from fashion accessories, apparel, bed and bath frills, to eyewear and dolls.
"It was more or less three years ago when I began delving into business–a family business. Yun na nga, Jolina’s Fashion Gallery. I am in charge of the creative aspect of the business. I find it fun because as far as I could remember, I’ve been interested in fashion," says this artista-cum-entrepreneur.
It all began with the flashy Bubble Bag, she recalls. "It was an instant hit among teenagers. The craze was unbelievable. Orders were coming from everywhere so we had to double our efforts. We got some from dealers in China and Hong Kong. But then, like any other fad, it was slowly replaced by something else. But I was not caught unaware. As you may well know, trends, more often than not, fade. New ones come into vogue. And since I’m the one responsible for creating new products, the movement of trends has always been a challenge for me."
In the kind of business that she’s in, Jolina says that the greatest challenge is how to make the latest "in" thing last a little bit longer. Trends could change at a moment’s notice, depending on who’s dishing out the fashion statements. More than skill and a little dose of luck, people who work in fashion must have the instincts of a true trendsetter.
"Pana-panahon lang ’yan," Jolina explains. "I must have a feel of where fashion trends are moving. But then, the credit shouldn’t all be mine. This is a family business. We all sit down and discuss about how we’re going to make it grow. As far as designs are concerned, we have brainstorming sessions. We regularly meet to discuss how we can make our products better, more hip and more in line with today’s generation. What you see here in the store is not just one person’s work."
We don’t have anything for boys," Jolina blurts out, smiling. "For one, they don’t like fashion accessories; at least, not the kind we make. Girls, however, love accessories, especially those who are in their teens. They really spend for these things. They like mix and matching the accessories. That’s why it’s a challenge to create something that’s really hip and appealing to teenagers. I make sure I go around a lot, talk to people a lot so I could get ideas in creating good fashion accessories. I love to experiment on how to combine color. Of course, as a young woman, I already have an advantage since I know what other young women like."
It is obviously paying off–and not just in terms of money. Jolina is now dubbed as the newest Teen Icon and Trendsetter; the Millennium Superstar even. Titles like these, supporters aver, are well-deserved pats on the back for the young artist (though the last one–Millennium Superstar–may be stretching it a bit). Superstardom now includes a Jolina Doll Collection, the first of its kind in the history of the Philippine entertainment industry.
Meanwhile, her schedule as film and performing artist is as busy as ever. She just wrapped up a movie for Star Cinema, a romantic comedy entitled Kung Ikaw ay Isang Panaginip, with budding stars Leandro Muñoz and Raphael Rosel, set for release in December. Her television sitcom, Arriba Arriba, enjoys a wide following.
Her concert tours have spanned the globe. This week, she is performing in Reno and Las Vegas; the week before she was in Saipan. In November she takes her act to China. In February next year she has shows scheduled in Hawaii and San Francisco. A series of concerts in Middle Eastern countries are on hold because of current world tensions. Wherever Filipinos congregate, you can be sure Jolina would be there sooner than soon to offer our kababayans her own brand of entertainment.
Jolina is enjoying every bit of recognition and applause her fans shower her with, knowing all too well that life in show business does not last as long as she would want it to. She is thus giving as much attention as she can to her non-show business venture.
"I love doing what I’m doing simply because this is what I want," she states. "Ever since I was small, I have always liked tinkering with accessories, to experiment with fashion. If I had my way, I would hire a number of couturiers, or even just a very good seamstress to help in our business. I am definitely happy where I am at the moment. I hope one day, as I mature, I would be given the opportunity to delve into more serious fashion work."
No doubt, the competition for a niche in the fashion world would be stiff–even for a very popular star like Jolina. But just like her showbiz career, Jolina Magdangal has zeroed in on what she knows best, does best and loves best. And from the looks of things so far, she’s going to take this one straight to the top as well.