Catherine Joaquin Yu-Tantoco. Or simply, Crickette.

Few know that Crickette Tantoco, fashion icon, is a niece of National Artist for Literature Nick Joaquin, who gave the country priceless stories.

Nick’s niece is a lady, people in high society know (one who is perhaps envied by women?).

Crickette has a lot of what many women want—looks, brains, position in society, children and a very devoted husband.

At the recent exclusive launch of Joe Fresh, Crickette’s new marketing baby, Lifestyle had a one-on-one with the mother of three who looks half her age.

Joe Fresh is a 10-year-old Canadian brand for ladies, men’s and children’s wear and shoes. Its first store is in Edsa Shangri-La Plaza.

[Related story: Joe Fresh opens stores in the Philippines]

“My whole career, I always chose brands that are quality, great value and accessible to everyone,” said Crickette, who was wearing a soft floral dress appropriate for the warm weather.

She used to be with Shopwise and Royal Subic, and after 17 months of rest, brought in Payless, the popular shoe store where shoes are displayed in different sizes, and one does not need an assistant to try on a new pair. That was six years ago.

Crickette said Store Specialists Inc. head Anton Huang asked her to market Payless and Joe Fresh.

When asked about her style, Crickette said she goes for “silhouettes that fit my body,  and that I am comfortable with.’’

For inspiration she looks at TV, magazines. “I go after fit and comfort.’’

For her, the musts in every woman’s wardrobe include black slacks, a great white shirt, the little black dress, a black and white T-shirt, jeans and khakis. For shoes, it’s a good pair of black and nude pumps  and sneakers.

Trim body

Of course, having a trim body helps a lot. Husband Donnie posts a lot of their shots with Crickette in her string bikinis. She can make some 20somethings insecure when she wears them.

“If I can still look good, I will wear string bikinis,’’ she said.

She added that at this age, you shouldn’t follow the fashion magazines anymore. “It’s not about physical beauty. Go ahead and wear what you want. Be unapologetic. At this stage, you can. Wear what you’re comfortable with.

“If you own your style, just own it. At this age, you have totally earned it.’’

Crickette said she was the eldest on both sides of her family, so she did not really have an older person to look up to in terms of fashion.

She is very close to sister Frances J. Yu, who is a consultant of SSI. A story goes that when they were teens in Assumption, Frances would help her in schoolwork, while Crickette would help Frances in clothes and makeup.

There is a brother, too, whose son was with Crickette during the interview, and she was playing mother to him.

Crickette met Donnie, or Bienvenido Tantoco III, during her prom. Perhaps it was love at first sight.

She has twin girls, both of whom are already working, and a son who is still in university.