In 2019, we launched a revolutionary collection that transformed Miladay Jewels from a heritage brand of the past into a timeless brand for all generations. This is the story of how; this is the story of the 1380 collection.
The Roots of Miladay: The story starts in 1966 when Miladay was founded by my grandparents, Mila and Ting Dayrit. Together with their kids—my dad and titas—they grew Miladay to become one of the leading jewelry brands in the Philippines. Since then, Miladay has continuously been known for carrying classic, timeless, and elegant pieces. But in 2019, the winds of change started blowing.
The Third Generation’s Twist: My cousins and I reached an age where we wanted to make our own mark on the company. We noticed that Miladay lacked items that resonated with us and with people from our generation. So we decided to shake things up. Under my lead, the third generation of Dayrits collaborated to come up with and introduce a collection tailored for the younger crowd—the 1380 collection. It’s a blend of classic sophistication and youthful style for the modern Filipino. It’s a celebration of the new generation—adventurous, fun, edgy but always classy.
Mission and Vision: The mission? Simple – to make fine jewelry more than just for special occasions. We wanted people to sparkle every day. We wanted to create everyday diamonds, pearls, colored stones, and gold. We wanted to launch items that could be worn anywhere, anytime, be it solo or stacked up for that trendy vibe. The vision? To fulfill our lola Mila Dayrit’s dream – for every Filipino to own a Miladay, no matter how small.
More than Jewels, It's Family: 1380, just like the entire Miladay, has family at its core. This collection is a testament to the strong bond among the cousins who spearheaded its creation and our hopes to infuse our own personalities and identities into the brand. In our logo, the infinity sign masked as an 8 symbolizes this. There are 8 cousins in the third generation who share an eternal bond like the eternal properties of fine jewelry. 8 cousins, forever.
The Story Behind 1380: 1380 is not just a random number. 1380 is the address of the Dayrit family home, a place filled with dreams of creating lasting memories. Ting and Mila Dayrit envisioned a home for generations to come, and though they left us early, their dream lives on in the essence of 1380.
Breaking the Mold: Unlike the classic and elegant Miladay Jewels, 1380 takes a bold leap into quirkier, sleeker, and edgier territory. Instead of following the elegant footsteps of its parent brand, 1380 is all about being fun, chic, and unique. It's the rebel in the family, breaking away from the traditional mold.
So, whether you're a jewelry enthusiast or just starting your collection, the 1380 collection has something for everyone. This is fine jewelry for the new generation; this is Miladay now.
- Samantha Dayrit, Third Generation Dayrit, Sales and Marketing Head of Miladay Jewels