How Milamore honors Filipino-Japanese heritage through fine jewelry
Photos from George Inaki Root/Instagram
Many Filipinos place great value on family. Ask a random local about what or whom they treasure most, and they’ll most likely answer “family” without thinking twice.
While some perceive this ethos of “strong family bonds” as a double-edged sword—as it (sometimes) cultivates the unhealthy culture of “utang na loob” and justifies the insufferable behavior of overbearing relatives—it can also be a profound source of inspiration for many.
Take Milamore Fine Jewelry for example—a New York-based jewelry brand that is rooted in CEO and creative director George Inaki Root’s affection for his family, heritage, and culture.
Milamore is an homage to Root’s grandma
Root is a self-proclaimed “lola’s boy.” He spent his formative years with his Spanish-Filipina grandmother in the Philippines, and lived in a culturally rich environment. So deep was his attachment to her that he even calls her the “love of his life.”
“I remember my lola couldn’t leave the house without me because I would cry missing her,” Root fondly recalls in a conversation with Forbes. “I would sleep with my lola in the same bed, kiss her all the time, and say I love her all the time.”
She was Milagros—which means “miracle” in Spanish—and it was a name that would later become a permanent tattoo on Root’s chest and the main motivation behind the birth of his jewelry brand.
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Turns out, Milamore wasn’t merely a name he came across on the internet one day and thought was cool. It’s a fusion of his granny’s nickname “Mila” and “amore” (a.k.a. “love” in Italian).
Yes, Root’s love for his lola went beyond sentimentality. He made an entire brand that serves as a tribute to the woman—complete with a backstory of how his upbringing influenced Milamore’s vision. “It represents my identity. [Although] it’s very personal, I’m really glad that people are resonating with my stories.”
Extra inspo? His mom’s determination
Root may not have come from a lineage of jewelers or artists, but his family shaped his work ethic in ways that are just as valuable. At nine, he moved to Japan with his mother and saw how she worked tirelessly to provide for the family she left in the Philippines.
“Spending my teenage years with her definitely influenced me to work hard and stay true to myself,” the Milamore CEO divulges. Unlike most people in the industry who either have formal education in jewelry design or are born into wealth and privilege, Root’s only foundation was the determination he drew from his mom’s relentless dedication.
“I had to build my own career and work with investors, and that’s okay. That made me confident and ambitious; it’s really fun to establish my very own brand from scratch,” he adds.
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‘Niche is the new luxury’
Milamore’s journey so far reflects Root’s unwavering commitment to staying true to his cultural background. He genuinely believes that this authenticity is the key to setting the brand apart.
“[My heritage and experiences] will always be reflected in my designs and Milamore’s storytelling. I want my clients to cherish Milamore for years and pass them on to the next generation,” the creative director says. “I want to create a brand that is unique with a strong identity because I believe niche is the new luxury.”
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Beyond crafting jewelry, though, Root’s creative expression also extends to candlemaking. His candle boasts a vessel that’s reminiscent of kintsugi (the traditional Japanese art of putting broken pottery pieces together with gold) and a scent that serves as “an ode to the national flower of the Philippines: sampaguita.”
With his dual culture and a rich tapestry of experiences, Root is determined to take Milamore to new heights as an international luxury brand with a Filipino-Japanese heritage. As he states with confidence, “Wait and see. I’ll manifest it.”
