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The Jojo Bragais Local Partnership Program

A Crown for Every Queen

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Filipinos’ love for beauty pageants doesn’t begin and end on the biggest stages—it thrives in the “Barangayan” or community contests and local coronations. We hone, we dream, and we conquer, no matter the stage. This passion is why the Philippines is a pageant powerhouse. For Jojo Bragais, this belief holds true. The brand has a long-standing advocacy: to uplift and empower grassroots pageantry.

The Local Pageant Partnership Program is a heartfelt initiative designed to do just that. Strong local competitions, whether at the barangay, provincial, or regional level, are the foundation of future national queens who will one day carry the Philippine flag on the world stage. It's in these grassroots contests that aspiring beauty queens first find their footing, learning to walk with confidence and poise. The brand understands this journey and stands with them every step of the way, helping to nurture the talent and ambition that makes the Philippines a dominant force in the international beauty arena.

A Dream of
Giving Back

The program’s journey began with a simple, heartfelt desire to give back. Exequiel Harvey Quezada, Head of the Local Pageant Partnership Program, shares that while it may have started as a small idea, it carries a big dream for the brand.

“It began with the simple desire to give back. For years, pageantry has opened doors for our brand, and we’ve witnessed how it transforms lives—whether on a barangay stage or on the Miss Universe stage,” he states.

“This program started as a small idea to make Jojo Bragais Shoes more accessible to our kababayan and to honor the community that shaped our brand and empower the dreamers who are just starting their journeys.”

As Head of the Local Pageant Partnership Program, Harvey considers it a profound honor to help turn these dreams into reality. The team’s belief in the program was shaped by a clear observation: local organizers and aspiring queens pour their heart and soul into their pageants despite having limited resources.

“That’s where we knew we could step in and make a difference,” Harvey explains. “By providing our world-class footwear, we can help boost the confidence of aspiring beauty queens as they pursue their dreams.”

Beyond providing footwear, the program is committed to building meaningful connections. It serves as a bridge between organizers and the right people, partners, and resources that can help elevate their events. This mission is especially important given the rich and deeply rooted history of local pageantry in the Philippines. From barangay fiestas to city-wide celebrations, pageants have long been a cornerstone of community life—showcasing local talent, celebrating culture, and inspiring pride among residents.

It is on these humble stages where the future of Philippine pageantry is cultivated. Many of the country’s most successful beauty queens began their journeys in local competitions, developing the confidence, discipline, and presence that would eventually bring them to national and international platforms.

Jhonel Paldas, Offline Sales Head, shares the same vision. “Through our Local Pageant Partnership Program, we are not only strengthening individual dreams but also helping ensure that the Philippines remains a dominant force in the international beauty arena.”

The Future of
Grassroots Pageantry

The Jojo Bragais team envisions the program growing significantly in the years ahead. Their goal is for every barangay and province to feel that their local pageant is part of something much bigger than the competition itself.

In the future, they hope the Local Pageant Partnership Program will serve as a bridge—connecting aspiring queens with greater opportunities, providing organizers with valuable resources and support, and uniting pageant communities through a shared pride in Philippine pageantry. Through this vision, the program aims to strengthen the foundation of local pageants and continue nurturing the next generation of queens who will represent the Philippines on the world stage.

Ultimately, the dream is for future queens from small towns or provinces to feel fully supported and already like queens, no matter the size of the pageant. “We want them to carry the love and pride of their local communities,” Harvey says.

More than winning crowns, the hope is for these queens to see their journey as a way to inspire others and give back—just as this program is a way of giving back to them. Queens are made, and they walk across different stages, from barangay contests to the grandest stage in the universe. It all begins with one step at a time, and Jojo Bragais is here to stand with every queen on her journey to greatness.