Located at the center of the business district in Pasig City, Alriver Export Corp. has been spreading holiday cheer worldwide through its intricate handcrafted angels and nativity sets.
What began as a small business making baskets in the 1980s has evolved into a globally-recognized brand known for its high-quality, artistic Christmas decorations.
Family legacy
The eldest in a brood of four, Alessa De Rivera-SanJuan took over the family business following her father’s semi-retirement. Two of her siblings play vital roles in the daily operations, while her mother remains the heart and soul of the enterprise, driving its artistic vision with unwavering passion.
“My parents started the business in the 1980s with baskets, but as the market became saturated, a friend suggested we try making angels. That’s when everything changed,” De Rivera-SanJuan said.
By 1996, the company made the bold decision to focus on angels and“belens” (nativity sets), which quickly gained international recognition for their timeless designs and excellent craftsmanship. The company exports to markets across the US, Italy, Jordan, Vietnam, Ukraine and Malta, catering to a global demand for their unique, handcrafted pieces.
“We take great pride in our craftsmanship. Every angel starts with a hand-painted face, then we carefully assemble the body using wire, foam, and paper. Each piece is meticulously crafted to have texture, movement, and elegance, which set us apart from mass-produced competitors,” De Rivera-San Juan said.
From its modest beginnings with only six employees, Alriver now employs over 70 skilled artisans. The company also diversified its holiday collection as it ventures into holiday wreaths, Christmas tree decorations, Christmas lanterns and religious wall decors.
Work of art
While her father Albert De Rivera put up the business, it is her mother’s creativity that breathes life into every piece of handcrafted products they make.
“The faces are the most important part of the process. They must convey emotion and capture the spirit of Christmas. After that, the fabrics and laces are draped in a way that enhances the movement and grace of each figure,” De Rivera-San Juan said.
Alriver sources materials locally, including sinamay from Bicol and fabrics from Divisoria, while collaborating with artisans in Rizal for metal and resin parts.
“While we sell to international markets, we also want Filipinos to appreciate the art and quality that goes into each piece,” De Rivera-San Juan said.
To achieve this, the family participates in local trade events and bazaars such as the ongoing Designer Holiday Bazaar (DHB) at Glorietta Mall to engage with Filipino customers and share their passion for craftsmanship. The DHB will run until the 1st of December 2024, allowing shoppers an extended time to do their holiday decorations.
Competing globally
Despite facing stiff competition from cheaper, mass-produced imports from China, Alriver remains committed to quality.
“We don’t compete on price; we focus on design and craftsmanship. If others want to copy us, that’s fine, but it’s difficult to replicate the care and artistry in every product we make,” De Rivera-SanJuan said.
One of the company’s biggest challenges today is finding skilled workers to maintain their high standards. Handicrafts demand a rare combination of skills and passion, making it challenging to find dedicated artisans. The company trains aspiring artists but only those who share their deep love for the craft remain with the business.
The family also takes pride in the long-term relationships they have built with their employees, many of whom have been with the company for years.
“Growing up, I worked alongside the same people who now help run the company. They were my ‘ate’ and ‘kuya’ before but they became part of the family. I can confidently say, they are the reason for our success,” De Rivera-SanJuan said.
Filipino craft
Looking ahead, Alriver Export Corp. is focused on expanding its product line. This year, the company experimented with Filipino-themed holiday decorations, which they plan to commercialize in 2025.
The family is also working on developing new designs and themes to cater to global trends, experimenting with different fabrics and colors while staying true to their classic style.
“What sells in the US are the traditional red, white, and gold colors, while in Europe, more natural tones like dusty rose and sage green are popular. We’re always testing the market and pushing ourselves to stay ahead of the trends,” De Rivera-SanJuan said.
The De Riveras recognized that the success of the business is driven by genuine care for its people and a strong belief in the quality of its products.
While leading a thriving handicraft enterprise, De Rivera-SanJuan balances her role as a mother to two young children with remarkable grace. She draws strength from the constant support of her husband, who remains a steadfast partner in both family life and her entrepreneurial journey. Together, they ensure family values remain at the heart of their growing legacy.
As a marketing graduate from the University of Asia and the Pacific (UA&P), her trend-driven strategic mindset often contrasts with her mother’s artistic vision—a dynamic that fuels creative synergy and drives innovation.
“I wasn’t forced into this business, but I always knew it was where I wanted to be. It’s a unique business, and I’m so proud of what my parents built,” De Rivera-SanJuan said.
