A post shared by Jonas Antonio Gaffud (@jonasofmercator) on Aug 13, 2017 at 11:11pm PDT

In preparation for the official launch of their book, Jonas Gaffud and his partners in Aces and Queens celebrated with a night of opulence and press.

“The Crown: Your Essential Guide To Becoming A Beauty Queen” is a book a year in the making, summing up their 16 years of producing some of the most memorable beauty queens, including icons like Pia Wurtzbach, Megan Young, Venus Raj and Kylie Versoza.

Within its pages, “The Crown” is a beauty pageant hopeful’s essential reading, including a biography of Jonas and the Aces and Queens team, the individual stories behind memorable beauty queens, and a guide to pageant basics. But when asked what they wish readers will learn from this book, the queen maker and his team have more to say.

“Of course, we want the readers to at least appreciate the efforts of [Aces and Queens], and most specially, [to appreciate] the ladies who try their luck sa mga beauty pageants,” says Arnold “Mama Ruffa” Mercado, manager of Aces and Queens. He points out, that the mere attempt to join a beauty pageant is already brave as it is, and deserves every respect. “It would take a lot of guts.”

Arnold explains further how national pageants in particular can be particularly harsh, adding, “We, Filipinos, can be the most supportive audience. But we can also be the worst.”

Jonas, known as “Mama J” among pageantry, goes even beyond the scope of beauty queens to identify the root of his dedication.
“For me, I want people to respect women more,” he says. “Women in general, not only beauty pageant contestants, but women who work hard and contribute something to society. It’s very important that people, especially with the advent of social media, would be able to respect and honor women.”

Jonas, who shared how he has held a lifelong fascination for strong women, emphasizes the amazing role of women as “beacons of hope”, and as the nurturing force in society and family. In some parts of the world, he explains, beauty pageants are criticized for being demeaning to women, which Aces and Queens strongly disagrees with, knowing the dedication and strength beauty pageant contestants possess. “So, I hope we will just respect women more, not just because they’re joining beauty pageants, but also the achievements they make.”

Nad Bronce, who specialized in Q&A training, seconds these sentiments by sharing his favorite quote for encouraging beauty contestants. He says an author by the name of George Meredith once said, “A witty woman is treasure; a witty beauty is a power.”

“So I hope that when women, young women, who aspire to be beauty queens will read [“The Crown”], they will be inspired to find their center, to find and develop their power,” concludes Nad, to an approving audience.

“The Crown: Your Essential Guide to Becoming a Beauty Queen” will soon be available in leading newsstands and bookstores nationwide for only P295.