THERE'S no way netizens can miss the popular jewelry shop's featured videos of celebrity clients stopping by its Marikina main branch to buy from what it proudly calls “the cheapest supplier of diamonds in the Philippines.”
The tagline is delivered by Ms. Charo — not to be confused with Ma'am Charo Santos-Concio, the former network executive and “MMK” narrator — who owns Maddox and personally attends to her celebrity clients with a welcoming smile. In return, these first-time customers share juicy stories never before told, much to the proprietress' glistening delight.
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STEPPING into the store one day was the still-pretty Ana Roces, a former Viva artist.
In the middle of the transaction, it was Ms. Charo — ever abreast with showbiz headlines — who refreshed Ana's memory about once being wooed by her five-time screen partner, comedian-rapper Andrew E.
“Oh, I was very young then!” Ana gushed. “But in fairness, Andrew's a good guy and a very talented one. It's just that we were not destined to be.”
Ana then seemed to find the perfect moment to bring up what else she had come for aside from looking for good buys.
“Ms. Charo, the reason why I also came here was to have this piece of jewelry checked,” Ana said, handing over a diamond-studded ring she had bought for a whopping P3 million. “The antique dealer I first asked explained it's an heirloom piece,” Ana told the owner, apparently startled.
Ms. Charo then instructed her female staff to appraise the item.
Sensing her client's anxiety, Ms. Charo diverted Ana's attention to the other jewelry pieces on display.
Moments later, the staff returned with a note attached to Ana's ring and handed it to Ms. Charo. The amped-up Ana could not wait to hear the big reveal.
In a slow, gingerly fashion, Ms. Charo said, “Ms. Ana, these are not real diamonds but zirconias. It's just the gold that has value, not the stones. To be honest, this is worth only P41,800.”
Ana looked beyond surprised, upset even.
“Is it okay, Ms. Charo, if I won't buy any of your items? My apologies, but I feel a bit too dizzy. But I promise to come back … sorry.”
The owner was gracious enough to understand.
“No worries.”
***
A NEAR-RUCKUS erupted at Maddox as singer-comedienne Kitkat sashayed toward Ms. Charo.
“Uy, ang ganda-ganda mo!” (“Oh, you're so beautiful!”) the accommodating owner greeted Kitkat, who countered, “Pero pangit sa TV?” (“But not on TV?”) She then called the other clients' attention aloud: “Maganda ba ako sa personal?” (“Do I look beautiful in person?”)
Kitkat was about to make a bulk purchase, but not before making an honest confession about a former boyfriend who had divested her of P3 million in cash plus assorted jewelry of undetermined value.
“Ms. Charo, I'm here to replenish the jewelry stolen by my ex-boyfriend,” Kitkat said of her former flame, who had also worked as her accountant-treasurer.
Worried her client might get herself in trouble, the owner tried to restrain Kitkat from saying more. Kitkat, however, could not be stopped.
“All the better so he'll end up in jail!”
Another business day ended with Ms. Charo making a killing from Kitkat's million-peso one-time purchase.
***
ON yet another day, Mark Herras dropped by the store and bought his wife, Nicole Donesa, a pair of green diamond earrings.
“Ms. Charo, do you also buy land titles? I watched one of your episodes where you bought Jomari Yllana's used car,” Mark told the Maddox owner.
“Why, are you selling one?” Ms. Charo eagerly asked.
“Actually, my wife and I are planning to sell our house and lot, as we're migrating to the US, but it won't happen soon,” Mark bared.
His revelation effectively debunked persistent talk that he and Nicole were going through a rough patch in their marriage.
