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Why Charo Santos invests in diamonds

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WHEN Charo Santos-Concio was starting out as an actress — she has been in showbiz now for 28 years — after she bought her mother a house, she rewarded herself with a diamond ring for all her hard work.

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“I worked 10 movies one after another, so I gifted myself with a diamond ring as a reward. I was influenced by my elegant mom who loves to accessorize. I feel like owning a piece feels empowering,” said Ms. Santos, a former beauty titlist and movie producer, to member of the press as she was launched as the newest endorser of My Diamond, a concept boutique that sells handmade jewelry, alongside the brand’s other ambassador, young actress Liza Soberano.

But is it pure vanity or is it a necessity? While the ABS-CBN Corp. chief content officer and ABS-CBN University president said she is “maarte lang” (finicky), she noted that diamond jewelry serve as investments because their value appreciates over time and they can be passed on as heirlooms.

Asked about the newest endorsement deal, My Diamond brand manager JP Paglinawan said Ms. Concio embodies and personifies the connotation of “diamond”: timeless elegance and beauty. — Nickky Faustine P. de Guzman

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