Puregold continues to honor Filipino micro-entrepreneurs with its heartfelt Sari-Sari Stories video series, and the latest installment, “The Witness,” brings even more warmth to the screen with a special cameo from BINI’s Jhoanna. This short film tells a touching, coming-of-age love story—one that spans years and unfolds through moments of change, constancy, and the quiet presence of a sari-sari store owner who sees it all.
Jhoanna’s cameo adds an extra layer of relatability and heart to the narrative, emphasizing the significance of sari-sari store owners in Filipino communities. “It’s important that sari-sari stores don’t disappear. Aside from being very Filipino, they’re still the most accessible in many neighborhoods. There’s something special about having a place nearby you can turn to,” Jhoanna shared, highlighting the crucial role these local businesses play in everyday life.
The story follows the love journey of two childhood sweethearts, with their relationship maturing and evolving through the years, all seen through the eyes of a humble sari-sari store owner who has witnessed their bond grow. The narrative beautifully showcases the highs and lows of love, with the sari-sari store acting as a constant backdrop, a silent witness to the passage of time.
Puregold’s Senior Marketing Manager, Ivy Hayagan-Piedad, echoed Jhoanna’s thoughts, saying, “Puregold has always been a strong ally of micro-entrepreneurs across the country. Through Sari-Sari Stories, we continue to honor the impact sari-sari store owners have in our everyday lives. They unite communities by providing access to daily essentials and offering a sense of familiarity.”
This latest chapter, “The Witness,” builds on the success of previous installments, including “Ways” featuring SB19’s Stell, and “The Sign”, which featured Skusta Clee. The series has ignited online conversations and resonated deeply with Aling Puring members, Puregold fans, and netizens alike. It continues to highlight the remarkable role sari-sari stores play in the lives of Filipinos.
As the Sari-Sari Stories series evolves, it inspires audiences to look forward to the next chapter, reflecting on how these small businesses have become an integral part of Filipino life and the communities they serve.
Stay updated with the latest from Puregold—subscribe to the Puregold Channel on YouTube, like @puregold.shopping on Facebook, and follow @puregold_ph on Instagram and X, and @puregoldph on TikTok for more behind-the-scenes content and updates.
