Get to Know Farah!
If there is a key
ingredient common to every Filipino business success story, it would be that of
having the perseverance to outlasting every obstacle that comes one’s way.
As the Philippine economy
opens up, small- and medium-sized enterprises (SMEs) are taking the
opportunity to recalibrate their business plans in order to tap on new customer
demands that have emerged. Farah Abu is one such business owner – a talented
Filipino fashion accessories designer.
From selling in bazaars in
Manila to now having a brand presence in Hollywood, Farah is making a mark in
the fashion world as a designer and an entrepreneur. As she continues to build
her brand beyond the Philippines, Farah shares her journey on how she got her
business started through to where she is today – bolstering retail sales
through e-commerce.
A Clear Goal
Growing up, Farah was by
nature artistic and entrepreneurial, crafting charm bracelets sold at Php250
(less than US$5) to her sister’s friends in college at a tender age. She
completed a degree in architecture, but decided to pursue accessory design -
deemed by many as a mere hobby – as it sparked joy for her and fulfilled the
creative freedom she craved.
“Contrary to the
restrictions I felt with Architecture, I felt so free with the endless
possibilities in accessory design. I could make whatever I wanted and it just
really made me happy. I finally found what I wanted to do for the rest of my
life.”
Deciding to pursue her
passion was not easy. She started with a small fashion store in Iligan City,
Mindanao, initially reselling clothes, bags, shoes and accessories. She did everything
- from crafting her jewelry pieces, to buying her inventory from Thailand, to
accounting and manning the store. Sadly, the business did not do as well as she
had hoped for.
In 2009, Farah moved to
Manila and ventured into selling her handmade accessories at bazaars. This
opened a path as it allowed her to build relationships with customers,
establish business contacts, and provided her with a break into the industry.
Today, Farah joins a roster
of select Filipino designers whose creations are being carried in the “For The
Stars Fashion House” - a unique, high-end style center led by creative director
and fashion icon Jacob Meir located in Hollywood, California.
An agile approach
When the pandemic hit, crippling many
SMEs, Farah continued to adapt and innovated to achieve success in today’s new
normal. She created a new product relevant to the current situation to drive
growth - a face mask that was comfortable, form-fitting, safe and fashionable.
“Coming from the retail industry where our products
are considered non-essential, we came up with a product that’s relevant to the
current times. This was how the Stella Mask was born. Just this month, a year
after, we released another designer mask called the Lily Mask, another bold
essential statement piece. From its design and creation, I make sure that both
masks are comfortable, form-fitting, safe yet fashionable for my customers.”
Stella Mask
Lily Mask
Leveraging digital commerce
With an already established presence on Instagram
pre-pandemic, Farah has built long-term relationships with her followers who
have turned into her brand advocates.
“This is the new age. The good thing about
e-commerce is low operational expenses, no rent and when you sell online, you
already have a catalogue of your designs which your buyers can easily choose
from.”
Currently, Farah is intensifying her online
presence through her Instagram account in
aims to further expand her business globally and obtain international
recognition.
The right logistics service provider is
key
As an entrepreneur, Farah understands
that the other side to successful cross-border trade is having a reliable
logistics service provider that is able to ensure her fragile and delicate
products reach their destination on time and in perfect condition. Her specific
shipping needs were met by FedEx, with delivery solutions that
complemented her goal to scale and reach wider markets. Now, her creations
are being worn in the US, UK, Malaysia, France, Mexico, Australia, Qatar,
Bahrain, Switzerland, Denmark, Spain, Italy, Singapore, Hungary and Japan.
Farah 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 as she has
carved a strong, desirable reputation for herself in the fashion industry.
As a fierce advocate for the growth of
SMEs across the Asia Pacific region, FedEx remains a strong platform for local
entrepreneurs to launch their businesses into foreign markets. With its
seamless logistics services and extensive network of more than 220 countries
and territories, customers like Farah are better equipped to expand their
global footprint.
For more inspiring stories, follow FedEx on LinkedIn.
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