AMÈLA, a new brand founded by content creator and entrepreneur Jenela May Cachero—known to many as Jenela in Japan—officially debuted its first collection during a grand launching event and press conference at Gimenez Gallery, University of the Philippines, Quezon City, on October 8, 2026. The event introduced thoughtfully designed products for parents and families while highlighting the many unique stories and challenges that shape the parenthood experience.
The launch was marked by the unveiling of the Museum of Parenthood, a special gallery exhibit featuring the lives of 12 families, each facing their own path in raising children and caring for loved ones. From IVF journeys to long-distance families, single parents, grandparents as caregivers, and households with children with special needs, the stories shone a light on hope, sacrifice, resilience, and unconditional love.
AMÈLA’s initiative underscores one clear message: there is no single way to be a family. Founder Jenela May Cachero shared that the brand began with the simple—but powerful—idea to create products that answer the real, everyday needs of parents. “Whatever is best, yun naman talaga yung binibigay natin sa ating mga babies,” she stressed. For AMÈLA, quality should never be compromised for affordability; instead, families should look for products that are a wise investment for their children’s well-being.
The brand’s debut collection includes baby carriers and bags for both mothers and fathers, all designed to support daily routines, travel, and the realities of modern childcare. AMÈLA’s guiding message, “Made with Love,” isn’t just a slogan but a commitment to intentional design and genuine care.
Twelve featured families were formally introduced as AMÈLA’s first brand ambassadors in a ceremonial agreement signing, attended by Jenela and the company’s board and executive team. Their collective experiences not only bring meaning to the brand’s advocacy but also reflect the diversity of parenthood in the Philippines.
Elevating the event’s artistic dimension was a painting by Filipino artist and educator Fernando Sena, which became the centerpiece of the Museum of Parenthood. Sena’s artwork captured the exhibit’s theme by exploring family memories and shared experiences, offering a visual dialogue with guests.
During the short Q&A session, board member Shina Aquino revealed how she encouraged Jenela to create a meaningful business. While trends leaned toward cosmetics, Jenela insisted on creating essentials for parents—a decision Aquino fully supported, noting Jenela’s drive and passion for her work.
The evening closed with heartfelt remarks from Dr. Mary Cruz, a member of AMÈLA’s Board of Directors, who expressed gratitude to the ambassador families, artist Fernando Sena, collaborators, and the entire team. She reiterated the brand’s commitment to crafting practical, quality products genuinely attuned to families’ needs.
As it begins its journey, AMÈLA sets out to build a brand grounded in listening to families, understanding the richness of their experiences, and creating with care at its core—uniting practical design with heartfelt storytelling for Filipino parents and caregivers.