SME

By FedEx | First published: December 20, 2021    Updated: February 24, 2023

Filipino jewelry designer Farah Abu shares how smart logistics and the e-commerce boom have catapulted her bold designs to international catwalks.

The Philippines is a dynamic breeding-ground for small and medium-sized enterprises (SMEs) and locally-grown entrepreneurs. Many of these are bringing local and handmade products to the world via online marketplaces. Farah Abu, a talented Filipina fashion accessories designer, is one such business owner.

From selling in bazaars in Manila to establishing a presence in Hollywood, Farah is making her mark in the fashion world as a designer and entrepreneur. Today, Farah joins a roster of select designers whose creations are carried in ‘For The Stars Fashion House’, a unique, high-end style center led by creative director and fashion icon Jacob Meir in Hollywood, California.

As she continues to build her brand beyond the Philippines, Farah shares her journey of bolstering retail sales through e-commerce.

You completed a bachelor’s degree in architecture. What made you decide to pursue a career in jewelry and accessory design?

Farah Abu: I started making accessories as a hobby a year before I graduated, selling my very first charm bracelets in our gas station in Iligan City for Php250 (less than US$5). Later on, I sold them to my sister’s friends in college. Contrary to the restrictions I felt with architecture, I felt so free with the endless possibilities of accessory design. I could make whatever I wanted, and it just really made me happy! So after graduation, I decided to pursue accessory design as a career. It wasn’t an easy decision, but when I finally found what I wanted to do for the rest of my life, I had to fight for what I love.

Can you share with us how you started your business and what challenges you encountered in the beginning?

I started with a small fashion store in Iligan City, Mindanao. I was reselling clothes, bags, shoes and accessories. It was a one-woman show. I did everything; designing jewelry pieces; buying inventory from Thailand; accounting and manning the store. Sadly, the business didn’t do as well as I’d hoped. In 2009, I moved to Manila and ventured into selling my handmade accessories at bazaars. This allowed me to build relationships with customers, establish business contacts, and provided a break into the industry.

Many small businesses and even large corporations were affected by the pandemic and are only now beginning to recover. How did you keep your business afloat amid the crisis?

In the retail industry, our products were considered non-essential. So in 2020, we came up with a product that was relevant for now - and the Stella Mask was born. A year later, we released the Lily Mask, another bold essential statement piece. I made sure that both masks were comfortable, form-fitting, safe and fashionable for my customers.

With an already established online presence pre-pandemic, how do you plan to grow your business through e-commerce in the coming years?

This is the new age. The good thing about e-commerce is low operational expenses; there’s no rent. And when you sell online, you already have a catalogue of designs buyers can choose from easily. Also, one of my favorite parts of e-commerce is being able to connect with my clients and build long-term relationships with them. Currently, I’m strengthening our online presence through my Instagram account so I can widen our reach and gain international recognition.

What specific steps are you taking to expand your business internationally?

I understand that successful cross-border trade means having a reliable logistics service provider to ensure our fragile, delicate products reach their destination on time and in perfect condition. I’m glad that our specific shipping needs are being met by FedEx. They have delivery solutions that compliment my goal to scale and reach wider markets, and their rates are practical for SMEs.

Farah’s creations are being worn in the US, UK, Malaysia, France, Mexico, Australia, Qatar, Bahrain, Switzerland, Denmark, Belgium, Spain, Italy, Singapore, Hungary and Japan. She continues to inspire customers to celebrate life and beauty through her masterpieces. Her journey may not have been easy, but her perseverance and determination have paid off. Farah has carved out a strong reputation for herself in the fashion industry.

As a fierce advocate for the growth of SMEs across the Asia Pacific, Middle East and Africa regions, FedEx is proud to provide a strong platform for local entrepreneurs to launch their businesses in foreign markets. Thanks to our extensive network of more than 220 countries and territories, customers like Farah are better equipped to expand their global footprint.