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Long Reads

Pia Wurtzbach-Jauncey Owns the Narrative

By Patti Manuel Go
Jan 5, 2024
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We Filipinos love our beauty pageants and, needless to say, our beauty queens. Our fascination with such ephemeral physical gifts seems to dictate that today's darlings will inevitably disappoint and disappear from the public eye, as time takes its toll on even the fairest among them.  

But what if there was more to it than that? What if someone spoke to issues that highlight our shared humanity, by utilizing both the currency her beauty affords her and 21st century media technology that makes it possible to reach countless audiences, to develop a persona that resonates with many and deepens and endures over time?

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There are many adjectives one could use to describe Pia Wurtzbach-Jauncey as she makes her graceful passage through the room, her undeniable good looks accentuated by the pearl white trouser suit she is wearing—but over the course of our conversation, the ones that come to mind have less to do with her appearance and much more to do with intention and character.

The struggle was real—and greater than anyone knew

When Wurtzbach did her TedX Talk about mental health in 2021, while the world was still in various stages of disarray from COVID-19, she made the decision to reveal things about herself that would make her even more vulnerable that anyone in her position already was.

Perhaps because she had already been put through the wringer with the whole Steve Harvey debacle of announcing the wrong winner— something she handled with much grace—and also because the Miss Universe team had seen to it that she had the support she needed, the beauty queen felt ready to disclose very personal details about her struggle and early circumstances.

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"I knew that at some point in my life I wanted to open up about the mental health struggles that I went through, although I wasn't sure when. But when I was given the chance to do the TedX Talk and come up with my own topic, I thought that this was my opportunity to own the narrative of what I went through, instead of it coming from somebody else," she says.

Although the therapeutic process was not easy and compelled her to open old wounds, it led her to a good place. "I felt like I was strong enough and in a position in my life where—although it's still a work in progress —I'm coming from a place of healing, and I feel empowered and informed enough to talk about it openly and hopefully share some ways that other people can address what they're going through and feel supported."

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Judging from the outpouring of heartfelt, even tearful comments from viewers, her candor was truly uplifting and her message—"You are not alone"—resonated in a major way with her audience.

As she talked about the difficulties she went through, beginning with her parents splitting up when she was nine, and her becoming the family breadwinner at 11, what stood out most was her ready acceptance of her situation and her determination to not be overcome by it.

"Looking back, it was challenging, and I did feel a lot of pressure to perform so I could keep booking jobs and gigs to be able to sustain the family, but it helped me mature and realize the value of hard work, perseverance, patience, and money," she says. "I don't just throw away money, because I came from those humble beginnings. I have a better appreciation of saving and investing now, so I try to be smart about it."

I wanted more. I lived in Cagayan de Oro city, but I wanted to experience traveling, I wanted to explore. I've always had that in me, where I feel like there's such a big world out there and I need to discover it, I need to see what opportunities are there.

This also spurred her on to bigger goals. "I hated that we always had to worry about next month— the bills, tuition fees, the rent, the constant worry every month—so a personal goal of mine was to get out of that situation."

She was a little girl in a provincial setting, but Wurtzbach always knew there was another world out there, waiting for her to find it.

"Where we were living, I felt like I was surrounded by people who didn't share the same kind of goals I had," she says. "I felt like I was alone—like in the classroom for example. I felt that I was the only one who wanted to get out of there, the only one who wasn't going to settle for just this. I wanted more. I lived in Cagayan de Oro city, but I wanted to experience traveling, I wanted to explore. I've always had that in me, where I feel like there's such a big world out there and I need to discover it, I need to see what opportunities are there." 

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Transcendence through trials

It would have been easy to succumb to self-pity, or to be angry at her circumstances, but this wasn't something the young Pia allowed herself.

"I would always tell myself that I can't blame the situation I'm in on anyone," she says. "I told myself at a young age—if you want to get anything done, you have to go do it yourself. You can't rely on other people to hand you anything. It's pretty intense, I know, but I gave myself that reality check. Instead of asking advice from my parents and friends I kept reading self-help books, those were my guides. I felt that if I equipped myself with the right kind of mindset, I would get things done."

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Pia's grit and resilience seem to have been inculcated from within, contrary to conventional wisdom from most studies on these traits, which show that they are usually developed in a child through a loving and close relationship with an adult. 

"I grew up kind of feeling alone, and I think I used that loneliness, fear, and doubt, as my fuel to keep going. I used all the negative feelings I had as my motivation. I was always stubborn and when told I couldn't do something, I would think to myself that there's always a way."

This stubbornness carried her through three attempts before finally winning the Binibining Pilipinas crown—which must have required a will of iron—and which culminated in the dramatic, life-changing victory at the Miss Universe pageant in 2015 that ushered in the glitz and glam that came with the title.

While she is still in the thick of that lifestyle today, she describes how her being an advocate for mental health and HIV/AIDS awareness keeps her grounded and reminds her of her purpose.

"All of this—the followers, fans, the engagements—I mean…of course it's nice…but then again you think…what else can I do with this?" she says. "Because it's such a powerful platform—social media and having a huge following. There's nothing wrong with making it part of your business, but you also want to use it for good. It's such a big deal to me. I've never asked a single cent from any of my advocacies (for me) to show up, to do talks. If I am making small changes while I am doing that, that is priceless." 

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She goes on to tell of a recent encounter with a young fan who described how hearing her story made it possible for the fan to keep going in spite of the many hardships she is encountering, as she works toward her dream of becoming a designer and a youth leader. "To know that me sharing my story on my social media helped her to not give up on her dreams, makes me feel like I'm doing my job. And this is why I do what I do. It's the best kind of acknowledgment."

Wurtzbach's mental health advocacy extends to her hosting of Holding Space: Voices of Hope, a series on YouTube that intersects with her other primary advocacy as it tackles HIV/AIDS awareness and many other hard-hitting topics like suicide and toxic culture, with a focus on healing and empowerment for those dealing with these issues.

Posting with purpose

The beauty queen explains how she sees her social media as a reflection of her whole person and how she, being her own social media strategist, takes care to post things that show the many different facets of her life.

"I have a team helping me take the pictures and videos but most of the concepts and what I want to share online are really my ideas. So, for example, today I'll share about my advocacies, I'll share the glam stuff also—like the makeup looks and the fashion. But then I'll also share about my personal life, things that I find interesting now, things that I'm into. I'll share about my relationships with my family, with my husband. 

"I see social media as a diary," she adds. "Here are snippets of my life, here's what I'm doing now, here's what I'm interested in, and I like to mix it up. I don't want to stick to just one thing because I have many interests. So I just share, share, share. The thing is, people are smart nowadays. They know when you are trying to force something, and they can tell whether something is really authentic to you or not. So, the more natural, the better."

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PHOTO: CYRUS PANGANIBAN

She confides that she does her best not to keep up to date with what her contemporaries are doing on their platforms, because she wants to be as original as possible and would like to eliminate the possibility of inadvertently doing the same things others are doing.

"It's been hard because there are so many social media apps now and you have to have a different strategy for TikTok, a different one for YouTube, a different one for Instagram, Threads, Twitter, Facebook. That's six apps already! Oh my gosh I'm trying to keep up, but that's the world we're living in now. That's the new TV." 

In spite of not having professional direction from a social media expert, according to a social media metrics company, Wurtzbach had the second-highest media value of any influencer—a whopping $192 million (about P10.7 billion)—at the most recent Milan Fashion Week. It was something she had no idea about and wasn't expecting.

"I told myself, it's my first time to attend, I'm going to have fun with this," she says. "I just want to be myself as I go through this week and next week in Paris. So when I read the article about the media value, I was blown away. I was like really?! We were just having fun."

The thing is, I always go back to what life used to be eight or 10 years ago, to where I came from, and it keeps me grounded. It makes me grateful.

The concept of media value was new to her, but in characteristic Pia fashion, she quickly began considering how to make the most of the opportunity. "I didn't know such a thing existed, honestly…and that some companies had tools to gauge the amount. But now I do, and I just need to figure out a way to kind of translate that into real work opportunities that have that equivalent because there's no way I earn that much." 

She pauses and laughs. "Honestly if I did, we would be shooting right now in my mansion! But I'm very honored to be part of that. There were some really big names, and it means I'm going in the right direction." 

On being authentic and what it means to be a brand

"I aspire to inspire others, so my vision for my brand is to be as real and as authentic as I can," Wurtzbach says. "I have very good people around me who always snap me back into reality. Hindi nila ako sinasamba. The thing is, I always go back to what life used to be eight or 10 years ago, to where I came from, and it keeps me grounded. It makes me grateful. Every time I have a new project I always feel grateful, I get excited. I always want to give my best."

Authenticity that's hard-won makes it possible for her to look back and see how her past still bears upon her future. "I think it's all the rejection kasi from over the years, so any time opportunities come along now, I still have that feeling where I want to give it my best. Because the reality is, beauty is going to fade, and your youth is going to fade, and all of this one day probably will as well. So, I can't act like I'm immortal and the star is never going to dim. I try to enjoy every shoot, every opportunity, every project, because life changes all the time. You just never know."

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Wurtzbach says she gets a lot of support from her husband, entrepreneur Jeremy Jauncey, who is always ready to listen to what she has to say. 

"He gives me good business advice and gives me a lot of confidence to put some of my ideas into action," she says. "He's not a show biz person, so he doesn't think of PR things for me to do, it's more like, how I can get a better grip on my business and how I can be smarter about it? He's very supportive and keeps pushing me to go for my goals. It's a very nice feeling to have a partner that is always proud of you and pushes you to do more." 

Writing a novel

Doing more includes the multi-hyphenate's recent foray into fiction, with the publication of her first novel, Queen of the Universe. After becoming Miss Universe in 2015, Wurtzbach already knew that she wanted to write a book. A few years later she pitched various book ideas to ABS-CBN, and they chose the novel. She brought her usual can-do attitude to becoming a novelist and describes her writing process as focused on creating the main plot and determining who her protagonist is, so that the story can flow from there. She says she was inspired by reality star Lauren Conrad of The Hills in creating a story loosely based on her real life but with the freedom that comes from writing fiction. 

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Queen of the Universe's protagonist, Cleo, who is an aspiring actress and model who lives with her mother and sister, is estranged from her father, a well-known film director. Cleo decides to enter a beauty pageant to prove to him that she can make it on her own. Needless to say, there is overlap between the author and her main character, but without giving away too much, she says their paths are actually quite different. 

Wurtzbach says enjoys the flexibility that writing fiction gives her. "Because it's fiction, I can play around with the story. I can make it dramatic. I don't have to stick to exactly what happened to me in real life. I can make Cleo's life as colorful as I want it to be."

Much more in store

Wurtzbach is currently working on several new projects which are still under wraps, but she did disclose a little about one in particular that she is really looking forward to. "My own business is something that I've been working on this year. I am still in the process of creating the product but I'm so excited because I don't really have anything that's like an actual product; well the book is, but the kind that you buy and you wear, you put on yourself—I've never tried that."

She is getting more guidance from her husband for this. "I'm learning so much as I go along, and Jeremy is such a good mentor as well. He's a businessman, he built Beautiful Destinations from an Instagram account into an award-winning creative agency, he is there to advise me as I go through this new phase and it's going to be big."


Another TedX Talk is also in the offing, this time about the value of digital presence in building a brand, snippets of which can be seen in the behind-the-scenes video on her Instagram account. 

Listening and watching her speak of her journey, it's easy to picture the little girl whose dreams were bigger than her problems, whose grit was greater than anything life threw her way. And to root for the grown-up Wurtzbach, who taught herself how to walk the talk and showed the world what it means to transcend and triumph, and that beauty is something that lives inside you, as well as on the surface. 

A few days later, news broke about one of the other projects our cover girl hinted at. Wurtzbach is at work on a second book, this time a self-help publication that will utilize all the lessons she's learned through the years, to help people build confidence and create a never-give-up mindset. 

I can't think of anyone more qualified to write it.


Story: Patti Manuel Go
Photos: Cyrus Panganiban
Styling: Perry Tabora, assisted by Kris de Leon
Make-Up: Justin Louise Soriano
Hair: Jheck Aguilar, assisted by Khino Ocenar
Editor-in-Chief: Paul John Caña
Production: Paolo Chua
Creative Direction: Igi Talao
Design Direction: Igi Talao
Location: Nüwa Manila in City of Dreams
Special thanks to Romina Gervacio of City of Dreams; Anelle Charity, James Reyes and Cheska Summer of Mercator; Mark Yambot and Noella Ann S. Fonbuena of ABS-CBN Books

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