VP/Cover | Miss Jay-Ann Bincal on Building a Dream, One Bag at a Time

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A luxury bag can be many things. It can be a reward after years of hard work, a gift for a milestone, or a piece you keep because of the story attached to it. For Miss Jay-Ann Claire Bincal, bags became more than something she loved. They became the beginning of a business, and a bigger dream she continues to build. And as her iconic tagline goes, “New day, new bag,” each piece carries its own story, much like the journey she continues to create for herself.

Today, Miss Jay-Ann is the founder and CEO of Purse Maison, a luxury resale business that grew from an online venture into a brand with a community around it. But her story did not begin with wealth or an easy path into luxury. It began with a family that valued education and a young woman who always wanted to create something of her own.

From a Disciplined Home to Entrepreneurship

Education and responsibility was an important part of Miss Jay-Ann’s upbringing. Her mother is from Agusan del Norte, while her father is from Isabela and served as a military officer.

Guided by her family’s emphasis on erudition and discipline, she carried that value into her academic journey, graduating magna cum laude from the Polytechnic University of the Philippines Manila before becoming a CPA and senior tax auditor, following the professional path she had worked hard to build.

But there was always another side of her. “I’ve always had an entrepreneurial side,” she shares. “I liked creating things from scratch and seeing how far I could take it.”

That instinct led her and her husband, Ricky, to start a small online business selling branded perfumes and Casio watches. It taught them how to build something together, while also giving Miss Jay-Ann her first taste of entrepreneurship.

Her family, especially Ricky, has remained a major part of that journey. “He was there through the highs and lows, from our very first business until today,” she says.

For Miss Jay-Ann,that support matters because entrepreneurship is not always about knowing exactly where you are going. Sometimes, it is about having people who remind you why you started.

New Day, New Opportunities

Her love for bags started with her first luxury piece, a Louis Vuitton. What began as excitement over owning a beautiful bag slowly turned into curiosity about craftsmanship, designs, brand histories, and resale value.

“At first, I was simply someone who loved bags,” she says. “I never imagined that it would become the foundation of a business.”

As her interest grew, she noticed how difficult online preloved luxury shopping could be. Some sellers did not post prices, and kept descriptions incomplete. Buyers often had to ask several questions just to understand a bag’s price, measurements, condition, or worn look, and wanted to change that.

Her vision was to create a platform where customers could shop luxury bags with the convenience and transparency they expected from established e-commerce.

Purse Maison was built around that idea, especially for first-time luxury buyers who might feel intimidated. It also reflected her belief in giving beautifully made pieces a second life.

“I believe sustainability is the future of fashion,” Miss Jay-Ann says.

When Miss Jay-Ann Became Part of the Story

Purse Maison was already selling online before Miss Jay-Ann became known as “Miss Jay-Ann.” That change came largely from her husband, who encouraged her to become more visible.

For someone naturally shy and introverted, stepping in front of a camera was far from comfortable. Eventually, she realized that people wanted to know the person behind the business, and underscores: People connect with people, not just businesses.

“I was naturally shy and introverted, and I was much more comfortable behind the scenes. I never imagined myself becoming a public figure.

Through social media, she began sharing her life, the people behind the brand, customer stories, and the realities of entrepreneurship. It also became a space to educate her audience about luxury bags, authentication, resale values, and the industry.

“Social media helped us build relationships and trust with people who may have never even visited our physical store,” she explains.

Still, being the face of a growing brand is only one part of her life. Miss Jay-Ann is also a wife and a mother, and she has learned to rely on her team. Learning that she doesn’t have to do everything at once.

Some days are for business, some for content, and others for family. Begging the question:

What’s the point of success if you don’t have time to enjoy it with the people you love?

A New Bag for a New Kind of Woman

That same love for bags eventually inspired Miss Jay-Ann’s newest venture, CHARLÉ, her own bag brand created with business partners Anna Magkawas and Mary Cruz. The idea came from a message she had heard many times: “Miss Jay-Ann, gusto ko rin bumili sa’yo, pero hindi ko pa afford.”

She understood the feeling. Not everyone can, or wants to, spend hundreds of thousands on a luxury bag, but that does not mean they do not appreciate good design and quality. Inspired by the modern woman, CHARLÉ is meant for someone independent, hardworking, and confident enough to build a life on her own terms.

“Many Filipinos appreciate beautiful bags, but not everyone is in a position to spend hundreds of thousands on luxury brands. I wanted to create beautifully designed, quality bags at a more attainable price. I want to create bags that women feel proud and confident carrying,” Miss Jay-Ann says.

CHARLÉ also reflects what Miss Jay-Ann has seen in more Filipino women building businesses and pursuing financial independence. For her, financial independence gives women more freedom to make decisions, pursue dreams, and create opportunities for themselves and their families.

“I’m happy and proud to see more Filipinas building businesses and becoming financially independent,” she shares.

A Lasting Impact on the Industry

Miss Jay-Ann has come a long way from the woman who was more comfortable behind the scenes. She still has doubts and questions her decisions, but she no longer sees confidence as having every answer. Including the parts of herself she once might have seen as limitations.

“Confidence doesn’t mean being the loudest person in the room or always knowing what to do,for me, confidence means embracing who you are. You don’t have to change your personality to succeed; you can be soft-spoken, introverted, and reserved and still be ambitious, confident, and capable of leading.”

Her biggest ambition now is to institutionalize Purse Maison and build a company that can stand on its own.

She wants Purse Maison to become “the number one go-to luxury consignment store in the Philippines,” associated with authenticity and trust. At the same time, she wants more time with her family and hopes the company retains its core values.

“Personally, I want to keep doing what I love while also having more time with my family,” she says.

No matter how much the company grows, she wants to hold on to authenticity, integrity, hard work, and genuine passion. Perhaps that is what makes Miss Jay-Ann’s story feel bigger than the bags themselves.

Every piece that passes through Purse Maison carries a story. So does the woman behind it. From a disciplined home to a career in accounting, from a small online business to luxury resale, and now to building her own bag brand, Miss Jay-Ann has continued to take chances on ideas that feel worth pursuing.

She once loved bags for the stories they carried. Now, she is building a story of her own. Like the pieces she has spent years learning to understand, authenticate, and give new life to, her journey is still being shaped. There is still more to build, more to learn, and more stories waiting to be carried forward.

Publisher | Richie de Quina (@richiedequina) & Gwynn Crisostomo
Editor-In-Chief | John Luke Chica
COO & Advertising Head | Josh Austria (@imjoshaustria)
Digital Manager | Allen Esteban (@iamallenesteban)
Marketing Head | Regino Rubi (@rgnjnrb)
Words by Lei Sedero (@arthreo)

Photography | Dave Graciadas (@davegraciadas)
Pose Director | Art Osin (@arthur.osin)
Make-up Artist | Paul Unating (@onlypaulunating)
Hairstylist | Joben Dinglasan (@jobenhairstyle)
Stylist | Luigi Cabalin (@luigicabalin)
Designers | LCC Designs (@lcc_designs_)
Accessories | Blacksmith Jewelry PH (@blacksmith_jewelry)
Videography | Jose Mendiola (@jose_mendiola_jr)