Marian Rivera Joins BVLGARI as Friend of the House—and Reflects on What Luxury Means Now

There is a particular luxury that comes with time. Not one measured by price tags or rarity, but by accumulation: years spent building a career, milestones that become memories, objects that gather stories. It is an understanding that sits naturally alongside Marian Rivera’s role with BVLGARI: as the newest Friend of the House. 

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The appointment places her among the select Asian personalities aligned with the Roman maison. Following Pia Wurtzbach-Jauncey, Marian Rivera becomes the second Filipino Friend of the House for BVLGARI—an appointment that feels fitting for someone whose public life has unfolded across generations of audiences.

The partnership, however, comes with excitement, gratitude, and a lingering sense of disbelief. In a conversation with MEGA, she reveals her thoughts.

“Actually, siguro yung pakiramdam na, I’m very honored and grateful. Kasi, ano mo yun, nabigyan ako ng chance na yung minamahal kong brand and finally, mas naging personal siya kasi naging part na ako ng family nila.” (“Actually, I think the feeling is that I’m very honored and grateful. I was given the chance with a brand that I truly love, and now it has become more personal because I’ve become part of their family.”)

That sense of intimacy appears repeatedly in the way she speaks about the house. Long before the title, there was already affection.

“Hindi lahat nabibigyan ng chance para maging Friend of the House ng BVLGARI… So, it’s an honor talaga for me and excited ako sa partnership naming dalawa.” (“Not everyone is given the chance to become a Friend of the House for BVLGARI… So it’s truly an honor for me and I’m excited about our partnership and what we’ll do together.”)

The appointment feels particularly fitting because Marian’s relationship with the brand was already woven into the milestones of her own life. She traces that evolution through collections she acquired over time: Serpenti, then Diva, now Tubogas.

“Unti-unti bumibili talaga ako ng piece nila… parang naging gradual yung pag-mold ng love talaga in BVLGARI.” Ngayon na naging Friend of the House ako, parang mas naging makabuluhan siya sa akin at mas naging personal siya sa akin ngayon.” (“I slowly bought their pieces over time… it felt like my love for BVLGARI gradually formed and deepened. Now that I’ve become a Friend of the House, it has become more meaningful and more personal to me.”)

Perhaps the clearest expression of that meaning comes from how she defines value itself: Jewelry is attached to achievement. A role, an endorsement, a moment worth preserving. Every piece becomes a timestamp.

“Hindi lang siya, ‘I like that, I’m gonna buy that.’ Meron siyang matinding kahulugan at momentum sa akin kaya ko siya binili.” (“It isn’t simply, ‘I like that, I’m going to buy that.’ It carries deep meaning and momentum for me—that’s why I bought it.” “May anak kasi akong babae na pwede ipamana sa kanya later on. At may kwento.” (“I have a daughter who I can pass these on to later. And they come with stories.”)

The stories, it turns out, have already begun moving to the next generation. Her daughter Zia has apparently already claimed a favorite: the white Diva piece.

“She said, ‘Mama, this is slay.’” Marian laughs as she recalls how Zia borrows it during school occasions and family gatherings. “Mas talaga ako nagkakaroon ng passion to buy kasi yung anak ko… mahilig din.” (“It gives me even more passion to collect because my daughter loves it too.”)

Luxury, then, is no longer simply possession. It becomes memory, inheritance, continuity. That understanding is reflected in how Rivera now defines luxury for herself. “Hindi ka tulad dati. Parang feeling mo is just an accessory. Ngayon, hindi na ganyan.” (“It’s not like before when you felt it was simply an accessory. It isn’t like that now.”)

At the announcement event at Grand Hyatt Manila in Taguig, Shaira Luna, Gabbi Garcia, and Max Collins came in support. Rivera’s appointment with BVLGARI comes with a philosophy she has consistently held onto: aspiration gains its meaning when it inspires others. “Pag may pangarap ka, gawin mo yan.Hindi masamang mangarap… Huwag kang titigil. (“If you have a dream, pursue it. There is nothing wrong with dreaming… Don’t stop.”)

For someone whose own story now includes Friend of the House for one of the world’s most storied jewelers, the sentiment lands with added weight. The jewels may be timeless. The memories attached to them, even more so.

Swipe to see Marian Rivera’s BVLGARI images

Photographed by KIM MONTES
Official Photos courtesy of BVLGARI Philippines

Special thanks to JESHA ABAD