For years, the “ideal” Filipina woman was synonymous with being mayumi, may delikadesa, and ‘di makabasag pinggan. While these values can be admirable, it’s a two-way sword that has been poking at Filipina women for generations. Conversations even as normal as protection for sex or even periods should be had in secret, and even with shrouded in some extent of guilt. Because of this, a lot of Filipina women have felt discouraged from exploring their sexuality with confidence and have even been deprived of vital information that can save their lives. Since then many women have fought to redefine what it’s like to be a modern Filipina and one of them is Ava Daza-Zanirato.

Ava wants you to feel good and not feel guilty about it.

Ava Daza-Zanirato | Photo from @avadiazdaza This Women’s Month, we’re shining a light on a woman who has been one of the key modern figures in promoting sexual wellness in the Philippines. She co-founded the sexual wellness brand, Jellytime with sister Isabelle Daza. Not only do they make pleasure items for sex self-care and pleasure more accessible, but they also use the brand’s platform to provide resources about topics like birth control, STI tests, and menstruation among many other topics some might deem taboo. On top of that, she also co-hosts The Sexytime Podcast (also with Isabelle) where they talk about saucy topics and what it’s like to be a modern woman.

The Sexytime Podcast with Isabelle and Ava Daza

Since launching the brand in 2022, Jellytime is now being sold in multiple malls and even mainstream beauty and wellness counters such as Watsons. Something that’s right on track with how Ava hopes it to be. “The dream is a future where buying condoms, lube, and pleasure products feels just as casual as buying skincare.”

Not just that but their pod has gotten over a million plays, helping validate her and Isabelle’s mission of helping to remove the stigma around women’s sexual wellness and replacing it with the power of knowledge. “Women have so many questions but not enough safe spaces to ask them. Because of Jellytime and The Sexytime Podcast, I’ve seen that Filipino women are curious and eager to learn about their bodies, pleasure, and protection, but they’ve been conditioned to feel guilty about it.”

There might still be some stigma that exists with sex talk but there is progress. Ava is committed to using her platforms to empower women to own their sexuality and prowess. While we all don’t hold the same values as a person, the presence of a choice is paramount—a choice to be informed, to have access to sexual self-care, and to not feel bad about pleasure. “There’s still a long way to go, but I see young women owning their sexuality in ways that weren’t as common before. Social media, podcasts, and brands like Jellytime are making these conversations feel normal—and once something becomes normal, it becomes powerful.”

Photo via @avadiazdaza

For Metro's Fascinating Women series, we had a tête-à-tête quickie with Ava where she talked about why what insights shaped Jellytime, why a woman’s pleasure, protection, and boundaries are important discussions to be had, and why she thinks today is the best time to be a woman. Read on to learn more about the woman on top of promoting sexual wellness in the country.

Metro.Style: Do you remember a specific moment when you realized that there was a need for a brand like Jellytime in the Philippines? 

Ava Daza-Zanirato: Yes, I do! I remember buying lubricant before in Amsterdam and finding so many fun options. Then when we finished it I went to a pharmacy here in the Philippines and couldn't find anything I liked! It was either the formula was too watery or the packaging looked too clinical. I think that's the first time I thought "God, we need more options in the Philippines!" then when the pandemic happened and my real estate work was slowing down because of the lockdown, I talked to my sister about it, and thought it would be the perfect time to start it, with everyone being home and all.

MS: How did your specialization in retail clients help you understand the consumers in your own brand?

AVZ: Retail is like a psychology experiment in real-time. People show you exactly what they want, how they shop, and what makes them hesitate. Studying different brands, I saw that we Filipinos love products that feel aspirational but still relatable. They want things that look good, feel good, and most importantly, make them feel confident about themselves. That insight shaped Jellytime—I knew we had to be a brand that felt empowering, sexy, and trustworthy all at once. And of course, something I would use myself. I am my own brand’s target audience.

MS: What’s something you’ve discovered about the state of women’s sexual wellness through Jellytime and The Sexytime Podcast?

AVZ: That women have so many questions but not enough safe spaces to ask them. Because of Jellytime and The Sexytime Podcast, I’ve seen that Filipino women are curious and eager to learn about their bodies, pleasure, and protection, but they’ve been conditioned to feel guilty about it. The moment you create a space where they feel seen and heard, the floodgates open. Women deserve to understand their own desires and boundaries without shame, and I love that Jellytime is helping to shift that conversation.

MS: Have you felt a change in people’s attitude towards sexual wellness in this country especially for women these past years?

AVZ: Oh yes definitely! A few years ago, even saying the word sex in public felt scandalous. Now, more women are openly discussing pleasure, protection, and boundaries. Just two weeks ago I got a DM from a girl saying she listened to a talk we gave at the bridal fair and she was so awkward being there with her husband but she left a little curious about Jellytime and lube. She decided to buy it just to try and she said now they've allotted a budget for Jellytime in their monthly expense!

MS: You’re a remarkable woman who also comes from a family of remarkable women. What’s the most significant thing you’ve learned from growing up surrounded by such a feminine-centric energy?

AVZ: I think being a strong woman isn’t about being loud or tough (although the women in my family are both)—it’s about knowing who you are and never apologizing for it. They've taught me that confidence isn’t just about how you look (although it's a big help to take good care of your skin and your body); it’s about how you carry yourself, how you treat others, and how you stand your ground when it matters. They’ve shown me that femininity and strength are not opposites—they are actually soulmates.

MS: What’s your advice for girls who are adamant about exploring and learning more about sexual wellness?

AVZ: First, It's okay! Give yourself permission. You’re not "bad" or "sinful" for wanting to understand your body. Next, educate yourself. Whether it's books, podcasts, or trusted resources, knowledge is power. Lastly, surround yourself with supportive people who don’t make you feel ashamed for wanting to take control of your own body and pleasure. Women (also men) deserve to be informed, safe, and most of all—in charge of their own pleasure.

MS: Do you have any more plans to further promote sexual wellness in the country?

AVZ: Oh, absolutely! We’re expanding Jellytime into more stores nationwide and launching more products that focus on pleasure and protection. We’re also working on bringing sexual wellness education into more accessible platforms, collaborating with doctors and educators to normalize these conversations.

L to R: Jess Wilson, Isabelle Daza, Ava Daza, and Martine Cajucom | Photo via @avadiazdaza

MS: What’s the best thing about being a woman in this day and age?

AVZ: Women today get to define success on their own terms, whether that means being a CEO, a stay-at-home mom, or both. We’re breaking taboos, reclaiming our bodies, and proving that we can be soft and strong, sexy and smart, nurturing and ambitious—all at the same time. It's the best time to be a woman in my opinion!