Jonas Gaffud Reveals 5 Traits A Winning Beauty Queen Needs

Jonas Gaffud has helped mold some of the Philippines’ most celebrated beauty queens, but ask him what makes a winner, and his answer isn’t just about perfect posture or a photogenic face. As the CEO and president of Miss Universe Philippines, Gaffud sees queens as the sum of many parts; each one polished with purpose, personality, and presence. Here are the five qualities he believes every titleholder must have:

1. Beauty, inside and out

“[This is] number one for me because it is, after all, a beauty pageant,” Gaffud says. But it’s not just about symmetry or skin tone. True beauty, he emphasizes, reflects values. Look at Catriona Gray, whose “beauty with a purpose” wasn’t merely reduced to a tagline—it was a full-fledged commitment. Her work with Young Focus Philippines, a nonprofit supporting education in Tondo, Manila, became as impactful as her lava walk. For Gaffud, a modern beauty queen not only speaks, but works. “She can dedicate her reign or even her lifetime to help others, and still be beautiful,” says the industry sounding board.

2. Aura, class, and quiet confidence

There’s a distinction between being loud and being luminous. Gloria Diaz, the country’s first Miss Universe, had an undeniable aura—effortless and charming. Everyone fell for her quick-witted remarks at the 1969 Miss Universe finals. Margie Moran, who followed a few years later, redefined class with her poised elegance and grace under pressure.

Gaffud emphasized the need to always go back to the basics, which, to him, simply means exuding class. “One does not need unnecessary movements that might look awkward to the judges,” he notes. “It’s always just the beauty, aura, and confidence.”

Miss Universe 2015 Pia Wurtzbach perfectly exemplified this in the quiet confidence that carried her through what might just be the most infamous moment in Miss Universe history. When the crown was incorrectly awarded and later taken back, Wurtzbach stood tall, unflinching. She never gloated either. Instead, she smiled, steady, like she always knew she had it.

3. Personality

A queen must have that spark—that unteachable “something” that makes you want to watch her, and root for her. Ahtisa Manalo, set to compete at this year’s Miss Universe pageant, famously stumbled onstage. But instead of crumbling, she turned the fall into a moment of humanity and charm, smiling, laughing, recovering with grace, and even building her winning answer around the moment. It was real, and people loved her more for it.

4. The right disposition

Pageants are not fairy tales. “They’re competitions, so one has to have [the] proper mindset,” Gaffud insists. And winners are often those who prepare like athletes. That means discipline, which often looks like rigorous training, reading up on current events, preparing for Q&As, and, most importantly, staying grounded. Winning isn’t just about wanting it; it’s about doing the work, day in and day out.

5. Luck

Even with all the preparation, timing matters. Judges’ preferences change. The crowd might favor another country. Maybe your mic fails. Gaffud acknowledges this final element with realism. But when it lands on someone who’s done the work—who’s graceful, grounded, and glowing—it looks less like chance and more like destiny.