Known as the “Beauty Queens’ Shoemaker,” Jojo Bragais has created shoes for numerous beauty queens, with many Filipina titleholders wearing his designs on their journey to the crown.
But his clientele also includes many local and international celebrities.
“I was able na makagawa din ng mga sapatos for some Hollywood celebs, and then dito din sa Pilipinas. So, madami na po,” he tells PEP.ph (Philippine Entertainment Portal) in an exclusive interview.
“Nakagawa ako, nakapag-commission ako ng shoes for Britney Spears once.
“Nakapag-commission ako ng shoes for Tyra Banks.
“And then before—hindi lang nasuot, e—I did for Thalia, para sa Met Gala sana, pero hindi nasuot,” referring to the Mexican superstar.
Read: IN FOCUS: Jojo Bragais fills big shoes in Philippine pageantry
WHY JOJO TURNED DOWN THE OFFER TO bring brand ABROAD
Jojo admits that customizing shoes for prominent personalities is no easy feat.
“Nung medyo lumaki na rin yung negosyo, parang namimili na ako sometimes, e… na parang kung worth it ba yung stress...
“Kasi, sometimes, working with very, very big names sa industry, it's somehow stressful.
“If I could choose the word, somehow stressful and the demand sometimes.”
More opportunities soon opened up for Jojo, including the chance to expand his business into a bigger market like the U.S.
He reveals that a “certain organization” in the U.S., with the help of U.S.-based Filipino designer Alexis Monsanto, wanted him to stay and establish himself there.
Ha also mentions fellow Filipino international designers—Michael Cinco and the late Rocky Gathercole—encouraging him to give it a go.
Jojo, however, turned down the offer even if he was actually on the brink of pursuing it last year.
So what stopped him?
“Parang hindi ko kaya iwan yung mga tao dito sa Philippines, and I feel like I'm still young.
“Gusto ko sana siyang tahakin, pero madaming nangyari ng 2025. So, sabi ko, ‘Okay, maybe hindi pa ako pinapatawid ng Diyos sa ibang mundo muna.’ But I can still go back anytime I want.”
A licensed nurse and midwife by profession, Jojo stumbled into shoemaking almost by accident.
Reeling from a painful breakup and looking for something to keep himself busy, he came across a shuttered shoe factory in Rizal and bought it on a whim.
What began as a distraction soon became a passion. Jojo immersed himself in learning the craft of shoemaking and eventually turned it into a business.
One opportunity led to another. Through his connections with beauty queens, Jojo eventually became an official partner of Binibining Pilipinas Charities, Inc.—and the rest, as they say, is history.
Read: Pinoy designer Rhuigi Villaseñor makes it big in the U.S.
ADVICE TO ASPIRING ENTREPRENEURS
When asked what advice he would give aspiring entrepreneurs, Jojo offers something beyond the usual business tips.
For him, starting a business is as much about looking inward as it is about mastering the technical side.
He encourages aspiring entrepreneurs to dig deeper and examine their core values before taking the leap into business.
“First, work on yourself. I think your values, your principles... kasi pag dumating yung time, susukatin yun, e.
“Darating yung time na you will question kung hanggang saan ang values at principles mo ang igi-give up mo for the goal.
“And I think dapat kilala mo yung sarili mo nang super solid.”
Jojo explains that one should also be able to look inward and identify one’s weaknesses as clearly as one recognizes one’s strengths.
“Yung mga hindi magagandang bagay about you, dapat nakikita mo siya, napi-pinpoint mo siya, baguhin mo siya.”
Lastly, pay close attention to every detail—what is growing, what is declining—and know where your priorities should lie.
"And then if I'm gonna be technical in terms of business, learn about business structure, kahit yung mga basic na structure lang sa business like the finance, marketing, sales, operations, logistics.
“At least, maiintindihan mo lang yung iba-ibang aspeto ng negosyo para pag dumating yung time, alam mo kung saan merong problema sa negosyo na kailangan mong ayusin.
“So, medyo mababa sales mo, work on your marketing, di ba?
“Kapag okay naman sales mo, hindi ka nakakapag-deliver, work on your operations, work on your logistics.
“So, kapag naiintindihan mo yun, kaya mo i-segmentize yung mga problem without being too overwhelmed kung ano yung uunahin mo.”