SUCCESS can be measured in many ways, but for jeweler Christine Deo, it starts with instinct — and the willingness to see value where others may not.
Growing up in a modest neighborhood in Iligan City, Christine was drawn to gold not for its beauty but for its quiet power. “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.”
Even as a child, she understood that a simple chain or ring could serve as a lifeline.
Her first “lucky” piece didn’t come from a showcase. It came from a woman who had returned from working in Japan and was in need of help. The lady pawned a piece of jewelry, and when she couldn’t buy it back, Christine bought the pawnshop receipt. She claimed the item, unsure of what she’d find.
“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.”
Christine continued to build on those early instincts, redeeming pawned items from neighbors and carefully selecting pieces she believed had long-term value. “There weren’t many jewelry stores in our area,” she said. “So you had to go around, check what people were pawning, and train your eyes.”
By the time she was 21, she had made her first million pesos. “But like before, I was scared to keep money,” she said. “So I rolled it because I needed it to grow.” She then reinvested in ventures like lending, farming, trucking, piggery, travel and tours, and beauty clinics. Still, she always found herself being pulled back to jewelry.
In 2009, Christine became one of the early successful sellers of jewelry online, using her Nokia phone and a more complicated way of uploading photos to Facebook back then. When the era of live selling came, she was initially hesitant.
“At first, I was embarrassed,” she said. “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.”
These days, her live-selling sessions often break records. One four-hour stream netted P28 million in sales. “That only happens when people trust you,” she said. “Anyone can sell online, but not everyone builds that relationship.”
Her loyal customers — whom she affectionately calls “madam” — are scattered across the country and beyond. Some join her online anonymously; others fly in for private viewings. “I have madams who won’t go on camera,” she said. “But they fly in from Cebu or Negros. Some own hospitals or construction companies—but they show up in slippers, with no fuss. They inspire me so much.”
Deo Gold and Diamonds now operates showrooms in Parañaque and Cavite, as well as several locations in Mindanao. But Christine still views her operation through a humble lens. “We’re one of the smallest jewelers in the Philippines,” she said. “Still humble pa rin tayo (We’re still humble).”
She’s also clear on the difference 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 even credits diamonds with keeping her grounded during difficult times. “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 has embraced live selling as both a platform and a purpose.
“Jewelry is my weakness,” she said. “But it’s also my passion. This isn’t just business anymore — it’s my calling.”
Indeed, Christine Deo has built Deo Gold and Diamonds on authenticity, resilience, and a belief that real value lies in what you hold close — and what you never stop working for.