By Red Dimaandal-Escamillas
In this special Women In Style cover edition, we are putting the spotlight on stylish female entrepreneur Miss Jay-Ann, founder of luxury bag atelier Purse Maison.
Rummage through your closet. Amass your no-longer-desirable designer items. Carry them to a consignment store or upload their photos online and wait for someone to deem if your items are worthy of purchase.
That used to be drill for clothing or bag resale, but with a spate of new sites and social media pages devoted to the practice, the drill is changing fast.
Purse Maison, introduced in 2020 during the pandemic, was created by Jay Ann Claire Bincal, better known as Miss Jay-Ann, a certified public accountant turned online and e-commerce entrepreneur.
“I discovered my love for luxury bags way back in 2016 during our travel in Europe,” shared Miss Jay-Ann. “So, ‘yung husband ko kasi is very supportive sa mga luho ko, doon ko rin unang nabili ‘yung first ever Chanel Double Flap ko. And after that, ‘yung love ko for luxury bag nagtuluy-tuloy na. Nag-start ‘yung love ko doon, then I converted it to a business.”
Among her current bag favorites are the Chanel 25, modeled by singer-songwriter Dua Lipa and Chanel’s House Ambassador Jennie, and the Hermès Birkin 25, which holds a special place in her heart, as it is the first bag allocated to her by her sales associate. “I will never sell this bag because this is the first bag I got from a boutique.”
What began as a hobby, Miss Jay-Ann turned her love for bags into a business that perfectly aligned with her passions. “Nagulat ako sa growth nung business namin, especially nung nag-start na akong mag-vlog this January 2025.” If you follow Purse Maison, you’ve probably already seen the many celebrities who guested in her vlogs, including Mond Gutierrez, Alexa Ilacad, Barbie Imperial and more.
In her vlogging era
Usually, especially in online businesses, you need to adapt the shopping experience to truly showcase every aspect of the item. Miss Jay-Ann has had to meet that challenge head on and started vlogging, even as a self-confessed introvert.
“I realized that I can face the camera pala. Before kasi, I’m really shy and I don’t want to talk to a lot of people. But then, na-discover ko na ang daming girls na mahilig sa bags, natutuwa ako ‘pag nakakarining ako ng feedback na dream nila magkaroon ng luxury bag, and dream nila bumili sa Purse Maison.”
“I’m happy that I get to inspire a lot of women to achieve their dream bag. So it motivates them to work hard, to achieve that dream bag. It’s like buying your first car, so parang ganun din ang buying your first luxury bag. So nakakatuwa na marami ang inspired na mga babae to work hard to finally get their ultimate dream luxury bag,” she added.
And that’s something very rewarding for her to know.
“It’s more of the experience to us, rather ‘yung direct selling, ‘yung experience na bumili sila sa Purse Maison, that’s priceless for us.”
Pre-owned luxury is now a real and deeply-rooted trend, especially among younger customers. Rather than ignoring it, it is better to seize this opportunity to influence the future of the industry towards more innovative and sustainable practices. As Miss Jay-Ann puts it, “My mission is to make luxury bags accessible and sustainable for all. Our goal is to go international.”
On inspiring women
Regardless of how much success she’s experiencing now, Miss Jay-Ann feels a lot better about inspiring women to achieve their dream bag. “I’m happy that I get to inspire a lot of women. With this, na-mo-motivate sila lalo to work hard,” she said, noting the purpose of having luxury items.
She also shared that when buying one, you should know your budget, “S’yempre dapat bibili ka within your budget, within your means pa rin. Next, ‘yung functionality, do you wanna buy a handbag, a crossbody bag, or a handbag? Then third, ‘yung purpose mo of buying, is it a reward, an investment piece or just a status symbol.”
On redefining luxury
The rise of Purse Maison confirms a profound shift in consumer expectations. Luxury is no longer just about owning an exclusive new product. It is evolving into a more responsible approach where quality, sustainability, and authenticity take center stage.
By embracing this, we are not merely making a smart business move—we are helping redefine what luxury means in an era of climate change and increasing demands for transparency.
Words: Red Dimaandal-Escamillas
Photography: Dix Perez
Styling: Marane Plaza & Kathrina Vapor
Makeup: Jorence Delimos
Hair: Molly Palmes
Fashion: Anne Cheung Couture by Joanna Rachel Fungo, Lux Lourgie Jewelry, and Miss Jay Ann’s personal luxury bag collection
Special thanks to Illo’s Party Trays
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