To the casual observer, she is the “Billboard Queen of EDSA,” a title earned through years of dominating the outdoor advertising landscape of Manila. But as I sat across from her, notebook in hand, I realized that the towering image of her on a billboard is only a fraction of the woman herself. To the hundreds of models she led down the runway that night, she is something far more profound: a mentor, a matriarch, and a pioneer. This is the story of how a girl with a dream of the runway became the architect of an entire ecosystem of talent.

The Genesis: Curiosity, Courage, and First Steps
Every great documentary starts with a single, grainy memory. For Joville, that memory is one of “curiosity and courage.” Long before the accolades and the AAA Outstanding Modeling Management & Talent Development Award, there was simply a young woman standing at the edge of a stage, wondering if she belonged in a world built on beauty and poise.

“My journey began with a mix of curiosity and courage,” Joville tells me, her voice carrying the steady rhythm of someone who has mastered the pasarela. “I was drawn to the runway not just by the fashion, but by the confidence it demanded and the discipline it built. What started as personal exploration quickly became a space where I could express myself and eventually inspire others to do the same.”

As we began our interview, I was struck by the lack of ego in her reflection. Most people who reach her level of fame speak of the “I.” Joville speaks of the “We.” She recalls the exact moment the transition happened—the moment she realized that her face on a poster was only the beginning of a much larger mission.

“That realization came when I saw how modeling opened doors—not only for myself, but for the people around me,” she explains. “I understood that it could be a sustainable career, a platform, and eventually a business that empowers others, especially young talents who only need guidance and someone to believe in them.”

As an interviewer, I often meet people who are “products” of their industry. But Joville is a creator of it. Listening to her, I realized that her success didn’t come from seeking fame, but from seeking growth. The lesson here is clear:

Passion is the spark, but courage is the fuel that keeps the fire burning when the lights go out.

The Skyline Icon: Living at Fifty Feet Tall

To understand the scale of Joville’s impact, one must understand the geography of Metro Manila. EDSA is more than just a highway; it is the pulse of the Philippines. For a model, having your face there is the ultimate validation. For Joville, it became her second home.

“What went through your mind,” I asked her, “the first time you saw yourself looming over the traffic of Manila?”

“It was surreal and deeply humbling,” she admits, a small, reflective smile playing on her lips. “Seeing myself on a billboard along EDSA wasn’t just a personal achievement—it symbolized years of perseverance, sacrifice, and belief. It reminded me that dreams become real when matched with hard work.”

But fame is a double-edged sword. While many would have rested on the laurels of being the “Billboard Queen,” Joville used it as a springboard. She recognized that the title came with an inherent responsibility. It pushed her to evolve from being the face of the brand to being the owner of the board.

“That title pushed me to see myself not just as a model, but as a leader, entrepreneur, and role model. It reinforced my purpose to elevate others and represent the industry with integrity.”

The Lesson of Visibility: Joville taught me that visibility without vision is empty. She didn’t just want to be seen; she wanted to be significant. She used her status as a platform for leadership, proving that once you reach the top, your job is to reach back down and pull others up.

Building the Empire: The Moderu Manifesto
In a world that often treats models as temporary commodities, Joville Joy Moderu Reyes decided to build a permanent structure. She founded Moderu Talent Management & Advertising Services, an agency built on the pillars of professional development, ethics, and genuine care.

The logistics of her career are staggering. She isn’t just a manager; she is a creator. She owns South Side Apparel, a brand that has expanded its footprint across the region with physical branches in iMall Canlubang and iMall Antipolo, complemented by a massive digital reach through Shopee PH.

I asked her about the “Lesson Zero” she gives her students.
“The first lesson is self-belief and a good attitude,” she says firmly. “Before posture and movement, they must understand their worth, respect the process, and stay grounded. The most rewarding part of my day isn’t seeing a contract signed; it’s watching a shy individual transform into someone fearless. Their growth is my greatest success.”

It is rare to find a CEO who prioritizes “attitude” over “aptitude.” In our conversation, she reminded me that you can teach a person how to walk, but you cannot teach them how to care. Her success as a mentor stems from the fact that she manages hearts, not just faces.

The “Walk of Fame”: A Masterclass in Scale
On October 5th at Casa Guille, the world saw the culmination of the Moderu philosophy. Bringing together 12 designers and 356 models for a single event is a feat of logistics that would break most veteran organizers. For Joville, it was a spiritual experience.

“It was overwhelming in the best way—pride, gratitude, and fulfillment,” she recalls. “Seeing so many talents and creatives united by one vision reaffirmed why I started. In that room, there was no hierarchy. There were only artists and their art.”
This event wasn’t just a fashion show; it was a demonstration of Joville’s role as an international director and coach. Her expertise in pasarela and ramp modeling has turned the agency into a powerhouse of talent development, bridging the gap between local dreams and international standards.

The Lesson of Unity: In a competitive industry, Joville chose collaboration over competition. By bringing 12 designers together, she proved that the spotlight is big enough for everyone. Leadership isn’t about being the only one in the light; it’s about making sure the light hits everyone on stage.

The Entrepreneur’s Grit: Balancing the Scales
Our conversation shifted from the lights of the runway to the ledgers of the boardroom. Building a brand like South Side Apparel and a management agency requires more than just a good eye for style; it requires the grit of a seasoned entrepreneur.

“The biggest challenge was balancing creativity with sustainability,” Joville notes. “Building systems, earning trust, and staying consistent in a competitive industry required resilience and vision. Creativity gives direction, but discipline ensures execution.”

It is this balance that has earned her nominations at the National Customers’ Choice Annual Awards for Outstanding Entrepreneur and Empowered Woman of the Year. She has become a sought-after endorser for major retailers like iMall, proving that her business acumen is just as sharp as her editorial look.

Antonio’s Reflection: Watching her talk about her business, I saw the “Billboard Queen” transform into the “Business Queen.” She is a master of the pivot—knowing when to be the artist and when to be the executive. The lesson for any aspiring entrepreneur is this: Your talent gets you in the room, but your discipline keeps you there.

The Moderu Leadership Principles
Through my interview with Joville, I distilled five core principles that define her leadership style:

• Character Over Catwalk: Skills can be trained; character is foundational. Joville refuses to manage talent that lacks respect for the craft.
• The “Billboard” Mindset: Think big, but stay grounded. Success should never make you too big to listen.
• Empowerment Through Education: Don’t just give orders; give knowledge. By coaching personally, she ensures her standards are lived, not just spoken.
• Resilience in Branding: Adapt without losing your identity. Whether it’s a physical store in Antipolo or a Shopee shop, the brand’s heart remains the same.
• Community Over Competition: Success is sweeter when shared. A leader’s job is to expand the industry, not just their own bank account.

Legacy: The Final Walk
As our time together drew to a close, I asked Joville a final, difficult question. In an industry that is constantly looking for the “next big thing,” how does she want the “Joville Joy Legacy” to be defined twenty years from now?
She took a moment, the silence filled only by the distant sounds of her models practicing their turns in the next room.
“I hope to be remembered as someone who empowered others—who built platforms, not just personal success,” she says with a quiet intensity. “A woman who turned passion into purpose and helped thousands of dreams walk the runway. I am most proud of my growth as a leader—learning patience, empathy, and responsibility while building something meaningful for others.”

Spending time with Joville Joy Moderu Reyes was more than an interview; it was a masterclass in purposeful living. She teaches us that we don’t have to choose one path; we can build an entire map. She is a reminder that in the world of fashion, the most beautiful thing you can wear is your truth—and the most important thing you can build is a bridge for someone else to walk across.

The Moderu Directory
For those looking to follow in her footsteps or support her ventures, the empire continues to grow:

• Talent & Management: Moderu Talent Management & Advertising Services (International Director & Coaching)
• Retail Locations:
• iMall Canlubang: Physical Branch
• iMall Antipolo: Physical Branch
• Shopee PH: Official Online Store (Search: South Side Apparel)
• Signature Events: The Walk of Fame (Casa Guille)
• Awards: AAA Outstanding Modeling Management & Talent Development Award
  Antonio Ma-at’s Note: Talking to Joville is a lesson in humility. Despite being the “Billboard Queen,” her feet are firmly on the ground, even when she’s wearing six-inch heels. She isn’t just watching the future of Philippine fashion—she is the one building the stage for it.

Written by: Antonio Ma-at