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Jojo Bragais on how heartbreak and depression drove him to succeed and conquer the (Miss) Universe
LOS ANGELES – When the 83 candidates of the 71st Miss Universe competition stepped out on stage at the New Orleans Morial Convention Center to compete, they were all wearing the shoes designed for them by a young Filipino designer, Jojo Bragais.
The boyish-looking entrepreneur, who was born in Albay is actually a licensed midwife and nurse who battled depression after being heartbroken. After traveling to Rizal to live with an aunt for a change of scenery, Bragais chanced upon an old shoe factory in Binangonan. After talking to the owner who asked him if he'd be interested to buy the old factory, Bragais agreed thinking it would distract him from his depression. He bought the place with a few cash given to him by his mother and started with a crew of two people.
Then in 2014, his friend, Bb. Pilipinas aspirant Yvethe Marie Santiago from Bicol asked him to make her a pair of shoes.
That started Bragais in the shoe and pageantry business
We were able to interview Bragais in person in New Orleans in between his photo shoots and meetings and below are excerpts of our exclusive interview.
Tell me about how you got into this gig, the history.
I first did the Miss Universe pageant last 69th edition that happened in Miami, Florida. And then, for the 71st edition, they invited me if I can be a partner again. And then, I just want to do it. I just want to come back, and then enjoy it. Because the very first time I wasn't really able to enjoy it. It's the first time, I don't know the people that much. And then, now I know everybody. So more than being stressed, I'm just enjoying it.
But who got you the first time? Did somebody invite you to join? Or how did they discover you?
It was in the midst of the pandemic, when Shawn McClain (Vice-President of Miss Universe for Business Operations) called me up asking me if I wanted to do the shoes for the show. The very first time I was invited, I thought it was a scam. Because "Hi. My name is Shawn McClain. I'm wondering whether you wanted to become a partner for the 69th edition." Then, eventually, I found out that Mario Garcia was actually the one who said that "Maybe you can try this guy. He's kind of famous in the Philippines doing pageant shoes." I accepted it.
So, you've been doing already pageant shoes and shoes in the Philippines?
I've been doing it for the last eight years.
So, there are no regrets.
No. I feel like I found my new life in doing shoes. The very first time I'm doing it for the first months, I don't really like the art of doing shoes. But one day, there's a special case. I got a debutante with foot deformity, it's called pes cavus. The foot is like this. She's having a debut. The mother said all her life, the kid wasn't able to wear closed shoes. So, I just accepted the project, in order for me to earn some more money for additional capital.
But after I finished the shoes and we did the fitting, the mother appreciated it so much, and then hugged me, and said, "Thank you." She was crying. Then, I started crying too. So, I've been trying to be tough for a very long time. I felt like I just needed a hug. So, all the questions of questioning my existence, questioning my worth as a person, everything changed during that moment. I told myself I'm going to be doing shoes for the rest of my life.
Mostly you're doing pageant shoes, not any other kind of shoes.
I started doing footwear that are for regular people, like the regular consumers. But in 2014, a good friend of mine joined Binibining Pilipinas, Yvethe Santiago. And then, during that time I don't have the money to support her. But I said, "All the shoes that you need, I can give it to you." Then, Stella Marquez Araneta, the owner of Binibining Pilipinas, noticed my shoes and invited me to come over to her office, and said, "Do you want to be the official footwear provider for that 2015 show?" During that time, I don't have any idea that Binibining Pilipinas is big. So, I just said, "Yeah." During that time, Pia Wurtzbach won, and I was able also to provide shoes for her as she competed for Miss Universe. So, after seeing Pia won Miss Universe, it's my dream to be in the Miss Universe stage. So, I know it'll happen. I just don't know when. That time came in 2021. I was invited. It was like a surreal feeling. I never expected it.
What kind of shoes do you make for the pageant contestants? Is there a specific style that you do?
For the style of the pageant shoes, usually we go for a certain messaging. So, for the last 69th edition, it's inclusivity that we want to push. So, I prepared three shades to do, the cream, the caramel, and the cocoa, depending on the skin tone. And then, the silver pair. And then, the Miss Universe liked that idea, and we are doing the same thing. But usually, we are presenting three designs. And then, the Miss Universe organization was going to choose which design they think is best for the show.
So, every year there's a different style.
This is my second year. So, the first year is different. The second, this season, is also different.
Does it have to be in conjunction with the theme of the pageant? Is there a theme?
Usually, they want a design that will be best for the show. The beauty queens walk a certain way, and they act a certain way. So, you just need to make sure that the shoes are sturdy, in good condition, in order for them to do their pasarela. But I guess with this edition, they like the design named Marine. The story behind Marine is something that they like. I presented three designs, and after I shared why I designed the shoes they said, "We want this design to be part of the show."
And how high should the heels be?
It depends on the organization. But this shoe is four inches with no platform. So, it's kind of hard to balance in four inches, if there's no proper engineering. But I'm very proud that even though it took us eight months to do the product development, finally the Marine shoes are debuting for the first time in the Miss Universe stage. I was able to talk to some of the contestants during the photo shoot and everybody loves it. So, I'm very happy and proud that everything that we're doing and showcasing here is made in the Philippines.
What kind of materials are you using?
Materials are mostly made of leather. But we customize the outsoles. It's mostly for the stage. The stage that they're using for the show is kind of slippery, so I need to make sure that they can turn safely.
And they can dance in it.
Oh, pretty sure. Yeah. They can even run in my shoes.
Oh, really? So, it's very light.
It's made for the stage.
Do you outsource this, too, as well? For the work?
90% of the materials that we're using for the shoes are being outsourced. Because even though it's sad, we don't really have manufacturing for local materials in the Philippines. So, there are some locally available materials, but it's not of the best quality. So, in my company, I always aspire to do and give the best of what we can, because it's not just my brand. I'm representing the Philippines. So, I want to make sure that all 83 contestants from all over the world will be able to say that the shoes that are made in the Philippines are the best. And I would like to carry that pride as a Filipino.
What's the most challenging thing about making shoes?
I've been doing this for the last eight years, and I find it easy. But I guess the challenge is sending the shoes from the Philippines going here to the U.S. Because we have a partner, which is FedEx, but sometimes the logistics cost or the shipment cost is too much. But we were able to find a way to merge with a partnership. I only signed the contract last first week of December, and the shoes should be here before the new year. So, my workers have been working on the shoes for the holidays. I feel bad for them, but I'm very happy to share this moment with them. Because it's not just me, it's my workers working very hard, in order for this to be possible.
Do you see yourself making shoes for men or kids, as well?
I'm actually diversifying. I've launched some shoes for men. I got some leather bags, and belts. That's actually one of the reasons why I wanted to do the second edition, because I wanted people to know that it's not just pageant shoes that I'm capable of doing. So, last 2022, I spent it mostly on product development. In 2023, I will be releasing and launching more lines, which is not just for pageants, but for working women, for men, as well.
You are artistic. Do you have a business partner? Or do you do both?
I'm actually standing as the CEO of the company. Sometimes it's very hard to become artistic and to become logical, sometimes it's very hard. So, I was able to put up a team that could help me out with things. I got, like, hundred-plus workers working for me. I was able to create departments that could work hand in hand, and then grow the company. I do understand how business works, and I do understand how design works. So sometimes I go on the creative side, and sometimes I go on the business side. I belong to a business family, so I've got a background.
Where did you get the business acumen?
I think from my mom, and my dad also.
What did they do?
They taught us how to manage people. I belong to a political family. So, growing up, I know how to deal with people. I was able to use that now that I'm handling my own.
Are you the eldest in the family? Of how many?
I'm the youngest of four.
And your siblings are into business too?
Our parents, when we were younger, are trying to push for us to do business. Because they see that business is the only thing that will make somebody successful. But along the way, they tend to respect that not every one of us will go the same path. Some of them are working. My sister just wanted to be a plain housewife. She got a cat business, anything that's related to cats and breeding cats. My other brother is an engineer, and the other one is doing business too.
You seem so young to me. Like you were just in high school. But your thoughts are very mature. You're like an old soul.
I feel like I've been through a lot of pain. Only people who understand and are in the dark will be able to see the light better. I always would want to speak from the heart. Because I was able to overcome the pain, those struggles, and the traumas that I had. And now, I can talk freely about it, and eventually inspire people.
—MGP, GMA Integrated News
