In her trademark ladylike manner, property developer and charity patron Terry Ann Moss Madrigal sits like a princess at the hotel lobby. The 47-year-old American is on her way to work out with her longtime personal trainer Wendy Umali.

She is in a checkered haltered dress by the UK brand Asos, which she says is  “inexpensive.” Yet it looks elegant and unpretentiously pulled together with a brown Chloe bag, Dior sunglasses, silver hoop earrings, a blue cross pendant necklace and Cole Haan strappy-heeled sandals.

A bold silver-gray Swatch not only makes an edgy fashion statement but also a social one. The purchase of the Winter Moon edition is Terry’s support for her husband’s goddaughter Alexandra Madrigal Eduque, Youth Council president of Habitat for Humanity.

Married to a scion of one of the country’s old families, Terry is CEO of the family business, Madrigal Properties. (Husband Gerardo is the president while his brother, Vicente II, is the vice president.) She is admired for her uniquely American style, that sleek East Coast look, a combination of patrician ease with a dash of quirky, retro glamour.

She is embarrassed to mention brand names. “I  like fashion, but I like it for fun. It’s not the be all and end all,” she declares.

Out of Africa

Like many accomplished women, Terry’s life revolves around family, work and causes.

Born in Boston, Terry says she came from a middle-class family. Her life took a turn when she got a scholarship to a boarding school in Upstate New York.

“It exposed me to different people from all over the world. I cared about what friends were doing and what their parents were involved in. It made me aware of what else is there in the world than my little corner of it. That made me curious about going to Africa later and go to donor field trips for Unicef.”

On the other hand, she also acquired her fashion taste, being with privileged classmates. “On my first vacation, I went through the preppy phase. I said, ‘Mom, I need corduroys and Polo shirts.’ I wanted the same clothes as my friends.”

Terry met her future husband, Gerardo (Gerard to friends), son of José and Victoria Madrigal, when she was a freshman majoring in education at Tufts University in 1984. They dated for nine years and got married in 1993. Their three children, Alessandra, Victoria and Julian, were born in the States.

In the early years of marriage, the Madrigals lived in the suburbs off Boston. Terry worked as preschool teacher while Gerard went to graduate school at Boston University. Meanwhile, he (with his brother Vicente II) managed the family business in the Philippines from overseas.

Terry and Gerard became donors of the US fund for Unicef. With her education background, she was drawn to Unicef’s children’s programs and went to donor field trips to Africa. In Mozambique, she observed the Unicef’s education, AIDS awareness and malaria prevention campaigns. In Botswana, she was made aware of the impact of AIDS on children and families, how AIDS was transmitted to children or how children became orphans when their parents died of AIDS.

She hopes to continue helping the Unicef. “I don’t want to see injustice done to children. If I can help in a small way, big things will happen.”

Being CEO

Ten years ago, the Madrigals came home initially for a two-week vacation. However, the reorganization of the Madrigal Properties forced them to settle in the Philippines. Terry was named the CEO since her husband and brother-in-law, both principal stockholders of the company, were often in the States.

Despite her lack of real estate background, Terry had vision and determination.

“I had no plans for a 9-to-5 job but I ended up in one,” she recalls. “Running a company for me was difficult. I had to deal with cultural differences. I had to learn on the fly. I would sit in a meeting where people would speak in English, then all of sudden it was Taglish or Tagalog. It was an adjustment. I was lucky. Gerard’s family was very kind to me. They helped me to learn about real estate.”

Under Terry’s leadership, the business started to flourish.

“It was kept at a status quo when I came in. But I had more power to change things. I didn’t have to consult with the brothers every time I wanted to do something. I said, ‘I can do this.’ We developed properties to generate income.”

Madrigal Properties owns residential, commercial and office properties in Manila, Quezon City, Mandaluyong, Pasay City, Makati City, Ayala-Alabang, Tagaytay, Rizal, Cebu and other provinces. The renovated condominiums attracted quality tenants who stayed for longer terms. Townhouses in Marikina, the Madrigal Dormtel in Intramuros and a strip mall in Binangonan also gave more income.

“I didn’t know anything at all,” says Terry. “Now, I like going out on ocular visits and seeing how we can develop our properties.”

Prison service

With the company’s success, Terry has cut back on her work hours to concentrate on her advocacies.

“I want to focus on things that feed my soul,” she says.

As a member of the board of trustees of the Carewell Community Cancer Resource and Wellness Community, the foundation founded by Gerard’s cousin Bobbit Suntay, she initially got involved in the fund-raisers—a bazaar and private concert with Lea Salonga.

“I lost my sister to cancer. The wife of my husband’s cousin —Jackie Suntay—also died of cancer. My trainer had cancer. I’ve been surrounded by people with cancer. I feel I want to help as much as I can.”

The Madrigals also help their employees support the Childfund International, a sponsorship group that assists underprivileged children in developing nations.

Terry also weans her children to support charities. “We try to get our own children to care about what’s happening. They’ve been very blessed; we feel that they have to give back,” says Terry. She encourages them to participate in school drives and brings them to her projects.

Out of her personal initiative, she built a classroom in Meycauayan City Jail upon the request of the female warden. During the opening, her son got exposed to another side of life.

“He asked a lot of questions and saw where the money was spent,” says Terry. “The prisoners may have done wrong but through education, they can get a chance not to end up in jail again.”

Her plans are to provide secondhand computers for the inmates’ lessons.

“I’ve been very lucky in my life. If I can do something, I should. I don’t mind getting my hands dirty,” she says.

Chanel and Keds

That down-to-earth attitude is also reflected in her fashion sense. She likes the casual but sophisticated quality of J. Crew and the clean lines and soft colors of Bottega Veneta.

“I don’t necessarily have to have a glaring designer brand. That’s not me at all,” says Terry. She likes to mix looks such as pairing a classic Chanel jacket with a T-shirt, jeans and Ked shoes.

Her daily uniform is the dress. “For the office, it’s got to have a sweater or a jacket because of the aircon and not high heels. For the kids’ school, a knit dress or a sundress with sandals,” she says.

For cocktails, she favors the finely constructed clothes of Peter Soronen, the polished but hip look of Michael Kors and the understated luxury of Bottega Veneta. When her husband grew weary of seeing her in black, she perked up her wardrobe with brighter colors and patterns.

Asked if she patronizes any local designer, she cites Jun Escario who created her outfit when she was on the list of Best Dressed Women organized by the Philippine Cancer Society.

French hairdresser Laurent Hebert of Franck Provost acts as her style arbiter. “He tells me what jewelry or color to wear.”

When she goes out with close friend Glenna Guidicelli, they plan their wardrobe together, discussing skirt length and color coordination.

“I like fashion, but I also like to be comfortable. I don’t suffer for fashion at all,” she maintains.

So—style or substance?

“It’s good to have both. Too much of one thing gets pretty boring,” says Terry.