Content creator Jenela in Japan reinterprets parenthood via own brand

Outside of the carefully curated representations that algorithms provide to internet users, there is a quiet aspect of parenthood that often goes unnoticed.

Being a parent, according to content creator Jenela in Japan or Jenela May Cachero in real life, who has 4.1 million Facebook followers, means more than posing beautifully for photos on social media.

“May mga bagay [akong] personal na hiniling na sana mas madali noong naging mommy ako,” Jenela in Japan reflected. 

However, despite the quiet struggles of parenthood, Jenela in Japan will always cherish the aspect that has given her purpose.

“Pero nung iniisip ko kung ano talagang gusto kong gawin, lagi akong bumabalik sa motherhood. Ito ‘yung part ng buhay ko kung saan marami akong tanong, marami akong hinahanap na solutions, at naramdaman kong may meaningful akong maiaambag,” she told the press.

“Dito ko naramdaman na may gusto talaga akong gawin. I wanted to build for the parents and caregivers who were figuring things out, just like I was,” she added.

So she built Amèla, a brand designed for the beautiful and ever-changing rhythm of parenthood, with bags that feel refined, functional, and thoughtful while remaining affordable to every Filipino parent.

“Life with little ones looks different from one family to another, especially in a country built around commutes, quick errands, travel, and days spent constantly on the move. Amèla responds to those realities through pieces that feel practical in local routines while maintaining a clean, contemporary aesthetic,” she said.

Explaining the features, she stated that the bags’ pockets are easier to reach, straps adapt as the day changes, and carriers support movement without adding unnecessary complexity — all designed around how parents carry, move, and live each day.

During the brand’s official launch at the University of the Philippines’ Gimenez Gallery in Quezon City, the social media star showcased the “Museum of Parenthood,” a gallery featuring 12 families with diverse experiences raising children and caring for loved ones, with a centerpiece created by Filipino painter and art educator Fernando Sena.

Their stories explored themes of hope, sacrifice, resilience, and unconditional love, including the journeys of couples who underwent in vitro fertilization (IVF), overseas Filipino families separated by distance, single parents, grandparents raising grandchildren, and families caring for special needs children.

“Parenting can be experienced in a variety of ways. Although every family has unique situations and difficulties, they are all built on a foundation of love, commitment, and care,” she expressed.

Her life had already been shaped by care before she founded her brand. A registered nurse from the Philippines, she relocated to Japan and worked as a care worker, establishing a life away from home while sharing bits of her daily life online.

What began as brief glimpses into life abroad evolved into Jenela in Japan, a community that grew alongside her dreams, family, and the numerous chapters that followed.

Her journey eventually led her back to the Philippines. By that point, life had taken on new meaning. Career, family, entrepreneurship, and motherhood coexisted, each bringing a unique appreciation for the small things that can make everyday life feel lighter.

Giving advice to women who juggle both their careers and their families, she ended, “If there’s a chance to fulfill your dreams, do it. Pero hindi lahat ay nabibigyan ng ganoong means at hindi lahat ay nabibigyan ng ganoong opportunity.”

Amèla offers the Adore 3-Way Mommy Bag, Cherish 2-Way Mommy Bag, Valor Daddy Bag, Embrace Mesh Baby Carrier, and Support Hip Seat Baby Carrier.

The collection seeks to listen to families, consider their daily needs, and recognize the various experiences that shape parenthood.