Clothing is never purely just functional. We attach memories to what we wear: celebrations, milestones, people, seasons of life, and sometimes experiences we would rather forget.
For a long time, one of my Zarah Juan scarves carried an unhappy association for me. The scarf itself was beautiful. The brand had done nothing wrong. But an uncomfortable experience surrounding how I received it made me feel ashamed of owning something I had not even asked for.
Years later, I would wear that same scarf again, walk into a Zarah Juan store on my own terms, learn more about the people and communities behind the brand, and slowly replace that old memory with something entirely different: admiration, Filipino pride, and community.
This is the longer story behind a piece I first shared on Instagram and why Zarah Juan eventually came to mean much more to me than a scarf or a bag.
Several years ago, I was going through what I call my wilderness season. Our budget was very tight, and every expense had to be carefully planned so we could make sure the bills and utilities were paid.
At the time, I was serving in a ministry that was preparing for a retreat. Someone from the core team suggested that we wear matching Zarah Juan bupanda scarves to distinguish us from the other participants.
I did not have extra money for one, so I simply said, “I’m okay without the scarf. Go ahead if you want to buy. No budget for that for now.”
One of our senior leaders immediately replied, “Hindi, ako na ang bibili ng scarf mo. Kailangan matching tayo!”
I was grateful. She did not need to do that, and I genuinely would have been fine serving at the retreat without the scarf.
But when it was handed to me the following day, one of the women who had helped choose the designs said, “Ipakita mo yung resibo kay Ingrid, ha. Siguraduhin mong magbabayad siya.”
The senior leader answered firmly, “No, I’ll take care of Ingrid’s scarf.”
The person who made that remark didn’t like what she heard. That remark made me feel as though I had taken advantage of someone’s kindness—even though I had never asked anyone to buy the scarf for me.
I remember looking at the scarf: beautifully made, packaged, and wrapped yet I felt a sense of dread and unworthiness.
How could something so beautiful suddenly make me feel so small?
For some time after the retreat, I rarely wore it. Although it had been given to me with generosity, it had become connected to a painful memory. It reminded me of being made to feel that I was not worthy of receiving—or perhaps even owning—something beautiful.
Then one day, while going through my closet rotation, I saw the scarf again and decided to wear it.
“This is so beautiful,” I thought. “And it jazzes up a basic outfit so quickly!”
So I wore it again. And again.
By then, through God’s grace, I had come out of that wilderness season and had a little more room in my budget beyond bills and utilities.
I eventually visited the Zarah Juan store in Greenbelt 5, where I met Annie, one of the brand’s trusted store managers. She was warm and accommodating, and she would message me whenever new stocks of the Ambassador bag—my favorite design—arrived.
Later, I visited the Power Plant store and met Laila, who is very well-loved among Zarah Juan regulars. She was equally kind, welcoming, and generous with her recommendations.
My experiences with Annie, Laila, and Rizza (also from the Power Plant store) gradually replaced the painful association I once had with that first scarf. More importantly, I allowed myself to discover Zarah Juan beyond that memory.
I learned more about the brand’s celebration of Filipino talent and artistry, and its work with local communities, weavers, and artisans. Those values deeply resonated with me.
Being part of the Zarah Juan community—the Juan Tribe—has been an entirely different experience. Sometimes I meet people in the stores with whom I have no prior connection, yet we can easily laugh and say: “Pareho tayo ng bag! Ang cute natin, ’di ba?”
Or encourage another woman: “Ma’am, maganda yan sayo. Bagay na bagay!”
I am grateful that my memories of Zarah Juan are now defined by something good: artistry, community, shared pride, and the celebration of Filipino talent.
Perhaps that is also why I speak about the brand so fondly today.
If you haven’t experienced Zarah Juan for yourself, I encourage you to visit one of their stores, especially now that their Birthday Sale is on (until August 30, 2026 at Power Plant, Greenbelt 5, and online). The ladies will not pressure you to purchase something immediately. ❤️ They will let you look, try things on, and gradually discover the stories behind the pieces.
This sale happens only once a year. Maybe you’ve been eyeing a piece for a long time or you’ve been thinking of getting a memorable and unique Filipino-made piece for a gift. They have big discounts, birthday bundles, and ‘buy 1 take 1’ deals. Get a chance to take home a Birthday Tote filled with goodies from Zarah Juan’s local partners while supplies last.
Ingrid Nieto-Pagulayan, AICI CIC 