I sit with Joanna Preysler-Francisco in the living room of her apartment. Hers is a lovely abode, thoughtfully decorated by Jo and her husband Raul Francisco. The room echoes the casual elegance that the pair has been famous for. Shades of butter yellow and Van Gogh blue are juxtaposed with teak furniture and beveled mirrors. On the main wall of the sala hangs a large painting made by the much-lauded Filipino painter Ronald Ventura. The art piece was purchased years ago without any thought to the possibility of future acclaim for the artist. The couple loved the work and that was all that mattered. Relaxing in this room with Joanna is easy as there is no pretentiousness in the Francisco home. There is only warmth and the affirmation of good taste made manifest.
Friends who know the couple well can attest that theirs is a union of harmony and dynamism. The serene and graceful Joanna is the perfect foil for Raul’s passionate creativity and tough business sense.
“We complement each other,” Joanna lovingly says. “Raul and I are 110 percent partners in every sense of the word! Our relationship has ALL the colors of the rainbow! We have brought out the best in each other professionally, and have been able to work with each other’s strengths and weaknesses — it’s yin and yang. Working together has its challenges, but the rewards have been greater. Raul and I constantly evolve our concepts to stay relevant to the times. We are very active retailers — you will often find us in any one of our stores! We love being hands-on with our concepts, feeling the pulse of what’s out there and getting to know our customers.”
The Franciscos have four fashion retail stores: two Carbon outlets in Greenbelt 3 and Rockwell (Carbon specializes in men’s clothes and accessories), Tint in Greenbelt 3 (Tint retails women’s fashion) and finally, the Franciscos’ newest baby, the eponymous Joanna Preysler store in Greenbelt 5 that carries a line of exotic bags.
“Yes the line carries my name,” Joanna states. “But every item in the store is a joint effort between Raul and me. We both collaborate on the designs, the materials and marketing strategies. We carry a range of crocodile, python, and ostrich totes, clutches, wallets, passport holders, cuffs and other accessories. Our target market is the man or woman who appreciates quality over quantity, timelessness over trends, and discreet luxury.”
The idea of opening a store specializing in exotic skin bags started last year when Joanna realized that a lot of women recognized the value of these accessories but where often daunted by the huge price tags that came with the few foreign designer brands that carried such products. “Of the already few retail outlets that carried exotic skin goods, only a handful would be able to do so without the carry-on costs of licensing. Clearly, there was an untapped niche waiting to be served,” she says.
The designs of Joanna’s bags are simple and classic. They fulfill the woman’s need for the functionality of portable storage while at the same time adding panache to her overall look.
Much has been written about Joanna’s pedigree. She is the daughter of two prominent members of Manila society: Arlene Jacinto and Ricky Preysler (who will forever be known in Manila as the brother of Isabel Preysler). Her mixed (Spanish-Filipino-Finnish) ancestry explains Joanna’s green eyes, honey blonde hair and colegiala accent.
On the day of Uptown/Downtown’s shoot at Preysler’s Greenbelt 5 store, Joanna is relaxed and, save for a hint of pink tint on her lips that greets the camera, without any visible signs of makeup. She speaks passionately about yet another point of interest — her support of the Kalipay Negrense Foundation.
Joanna relates, “Kalipay Negrense is a foundation in Bacolod for disadvantaged children. Children that are sexually abused, abandoned, malnourished, you name it. They rescue, rehabilitate, educate and love these children — they are there through the whole process of giving these kids a second chance at living a life of dignity. They are literally saving lives, one child at a time.
“Anna Balcells, the chairperson, has moved to Bacolod and is hands-on…she is an amazing woman who has dedicated her life to this cause, and they so need funding,” she explains.
Joanne says Kalipay Negrense has given their business a higher, bigger calling. She is so blessed to have been able to find a foundation that can be the beneficiary of a portion of their sales. “We are a small business, and they are a small foundation, so it is a perfect fit. Our peso will make more of an impact and go a longer way with a foundation such as theirs. It is truly an honor to be part of this noble mission.”
Experiencing purpose in her personal and professional life leads one to ask what more Joanna could hope for. To this she shares, “I plan to continue investing in my personal growth, and hope to be better in everything that truly matters: my being a wife, a mother, a sister, a daughter, a friend, and an entrepreneur. I hope to be wiser with where and with whom I spend my time -— because there never seems to be enough. As I grow older, it seems to be passing so much faster!”
In conclusion, Joanna says, “Professionally, we hope to continue to grow so that we can make more of an impact in our corner of the sky. I pray that our business is always blessed, as we strive to do good things for our employees and the community, and run a business that values integrity and professionalism. I believe that if we do good things, good things will happen. Sowing & reaping!”
Photography by Joanne Zapanta-Andrada • Joanna Preysler-Francisco’s dress by Tint (located in Greenbelt 3) • Joanna Preysler store is located at the 2nd floor of Greenbelt 5, Makati City • For more information on Kalipay Negrense, visit www.kalipaynegrensefoundation.org