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Friday, March 29, 2024

Handicraft maker showcases PH heritage arts

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Angelique’s Crafts is a veteran in joining bazaars and trade fairs.

The business has been supplying and selling handicrafts for almost thirty years and continues to be a mainstay in bazaars organized by the Department of Trade and Industry (DTI), says Aida Adrias, owner of Angelique’s Crafts.

Aida Adrias, owner of Angelique’s Crafts

“I’ve been joining the DTI bazaars for 15 years already. And I have the same products that I occasionally improve by using different materials. I have learned to innovate based on my client’s demand. I also learned respond to requests for bulk by some buyer and do product development for them, as well,” she said.

The enterprise has participated in have participated numerous trade fairs such as the National Trade Fair and One Town, One Product (OTOP), both spearheaded by the DTI, as well fairs organized by American Women Society and renowned Alabang Bazaar.

Adrias used to work for Rustan’s Department Store as a buyer of Filipino products. She has travelled extensibly across the country in search of the best native and ethnic products, as Rustan’s can only accommodate nothing less.

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With her 22 years background as a buyer of native products and handicrafts, Adrias ventured on her own. Starting with P60,000 capital, she worked her way to become one of the most sought after suppliers of handicrafts in the Philippines.

Among her famed collections include photo frames, storage boxes, desk accessories and organizers, jewelry boxes, packaging, house ware items, and wedding tokens.

Angelique’s Crafts makes use of different raw materials such as hand-woven pandan mat, raffia, buntal, ikat, t’nalak, buri, jute and fabrics in creating functional and high-quality products.

Adrias sources her materials from as far as Bohol, Bukidnon, Baguio, South Cotabato, Quezon and even from the eclectic choices found in the country’s premier marketplace—Divisoria.

“Our products are all handmade. You can see the difference. They are of quality materials, of quality workmanship, but they can never be perfect the way we expect perfect to be since they are not machine made. While we lovingly craft the products, there are times we overlook the tiniest mistakes but we hope that the imperfections will only add to innate charm of our products,” she said.

Although, she single-handedly grew her small business, her working capital was a gift from her husband. She admitted that starting over as a proprietress, visual designer and product developer was difficult at first, despite her vast experience as a buyer, but knowing she has this edge over other handicraft makers, boosted her will to succeed.

“The the fact that I know where to go to find the best materials is an edge over competitors. I have an eye for beauty and perfection that I developed over the years, thanks for working in one of the most fussiest and sophisticated establishments in the country,” she added.

Angelique’s Crafts has a long-standing love affair with SM Department Store. From the start of her business, Adrias has been supplying a variety of products sold in SM stores. The enterprise continues to do business with SM’s Kultura, a designated craft store selling world-class Philippine goods.

Kultura she explained, is the rebranded unit of SM’s native arts and craft store Philippine Craft. Kultura has evolved into a full-pledged Philippine crafts brand, only found in SM Department Stores. She said her business observes utmost exclusivity for Kultura, “whatever I give to Kultura, I don’t give to other buyers.”

Despite the popularity of her products, Adrias never did once thought of exporting her crafts.

“Honestly, I don’t envy those who have reached foreign markets. I do not want the headache. Besides, my products have reached other countries through indirect exports by some exporting companies or as pasalubong of visiting balikbayans,” she said.

She noted her crafts are simple yet utilitarian, knick knacks that are as common as tissue holder which is the trend right now. Many buyers, she said, are looking for tissue holders, for some reason. Thus, she paired the in-demand product with the ubiquitous trash bin which has become a hit during the holiday season.

The holiday season is the busiest time for the business as orders pour in right before the holiday starts and it is always the perfect time to restock goods for institutional buyers. Her prices are quite affordable, never going beyond the P600 mark since she uses left-over materials for smaller products to maximize the value of the raw materials and minimize scrap.

A little margin actually goes a long way for this handicraft manufacturer. She said she never hankered for big profit but goes for volume.

Most of her products during a recent trade fair in Makati were sold at a discount since the business has started sorting out products that are salable from slow moving items. Adrias said this signals her slowing down but buyers and clients need not worry since the business will continue to exist, however, it will focus more on producing popular products. Othel V. Campos

Another reason, she added, was because they are transferring to a new home and a new production site which makes sense to trim down the inventory for the time being.

All products are manufactured from the Parañaque base, where Adrias and her family also resides. The business occupies another structure which has a space for production that also doubles as a showroom and office.

Angelique’s Crafts supports 25 craftsmen from Parañaque and Cavite. During the early years of the business, Adrias started with only two craftsmen who incidentally are his nephews and a sample maker. As the business grows, the 2 workers became 5 then grew to 12 and eventually to 25.

She, herself, trained the workers with the help of a sample maker. It takes approximately 2 years of apprenticeship before a worker leveled up to become a craftsman. That shows how meticulous the process of training workers can be, she said.

Adrias said she has no regrets when she decided to be an entrepreneur, in fact, it is her passion to do product development which she considered a hobby.

“Isn’t it a good thing you get to enjoy your hobby and earn from it. I told my family the only reason that will make me retire from this business is when I do not derive joy from it anymore. And my husband said I cannot retire because I will only get bored, which is true, at some point,” she said.

She named the business after her only daughter, Angelique. Angelique is now finishing her master’s degree on therapeutic music at St. Paul’s College. As an only child, she is Adrias’ constant companion during bazaars and trade fairs.

It’s been a long time since she started as an entrepreneur. In October 2024, the business will be 30 years old but the common thinking that handicrafts are still of baskets and woven things have also endured. While the notion is not negative, it evokes an air of stagnancy, of being stuck in an era and unable to move on.

“That is why we also need to educate our buyers. Yes, we still have our baskets and yes, we all have our woven stuffs but we have innovated. We have modernized the designs to attract younger buyers. And we will still continue to endure as long as we continue to be proud of our heritage,” Adrias said.

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