Something private goes public

Joyce Jimenez can add a lot of titles to her name – movie star, student and now entrepreneur. She came up with the idea of Private Joyce, the brand name associated with sexy underwear, lingerie and swimwear made available through its distributing outlet, Sari-Sari Store. Joyce is involved in all aspects of business operations including product design and development, marketing, accounting and inventory. She even trained the store personnel, prepared the employee’s manual, and designed the uniform of the sales clerks herself!

To celebrate its second anniversary, Joyce made the bold move of opening its first showcase store in SM Manila, followed by the opening of its second outlet in Greenhills Shopping Center at Beauty Central. Both stores carry her clothing line and the Private Joyce Skin line, a collection of bath and body products.

The SM Manila store opening had Philippine star publisher Max Soliven cut the ribbon, which was followed by a fashion show featuring the Private Joyce line of lingerie, underwear, sleep wear and swimsuits. Others spotted in the crowded opening were Star-Allure editor Joanne Rae Ramirez, Tess Santos, Joyce’s manager Shirley Kuan, Keren Pascual, Marilou Martires, Annabel Rama, Mario Dumawal, and Mar-G and Marni Ocampo.

(For information on franchising applications, check out www.privatejoyce.com)