Evan Marie Maderazo, a trailblazing entrepreneur based in the Philippines, has made a name for herself by combining her love for fashion with her unwavering commitment to local craftsmanship and sustainable practices. Her journey as a seller began at a remarkably young age, and today, she’s the driving force behind Sundals, a Filipino footwear brand that is setting new standards in both style and social impact. Evan’s inspiring journey, deeply rooted in passion and purpose, has been recently highlighted in a World Bank report.
A Fashion Pioneer at 18: Evan Marie Maderazo’s entrepreneurial journey commenced at the tender age of 18, when she started selling her products on the now-defunct Multiply marketplace. She sourced her supplies from overseas manufacturers and quickly fell in love with the gratification of closing deals. The profits from her early ventures not only satisfied her entrepreneurial spirit but also provided financial stability for her family.
A Pivotal Moment: In 2012, Evan’s life took an unexpected turn with the passing of her mother, who was also an entrepreneur specializing in handicrafts made from the native abaca fiber. Determined to continue her mother’s legacy, Evan transformed her business and shifted her focus to abaca footwear. This significant shift gave rise to Sundals, a brand deeply committed to sustainability and traditional craftsmanship.
Empowering Local Artisans: Evan recognized that the abaca plant, a common crop in the Philippines, was often underutilized and discarded as waste. She decided to source her abaca from micro-communities in Bicol, Cebu, and Laguna. An astounding 70% of the raw materials used for Sundals are locally sourced, and each pair of shoes is meticulously handcrafted by skilled local makers.
A Journey to Online Sales: Initially, Evan introduced Sundals through local bazaars. However, she soon realized that the rent for booth spaces was consuming a substantial portion of her earnings, with limited customer outreach. In response, she decided to take her business online, primarily through platforms like Facebook and Instagram. She even established her own website to expand her online presence. Yet, these endeavors came with their own set of challenges.
The Leap to Lazada: Evan’s search for better business opportunities led her to Lazada in 2019, with the help of her brother. Recognizing the potential of the platform, she decided to onboard Sundals on Lazada, a move that proved to be a game-changer. Evan’s sales have since witnessed a remarkable 300% increase. She credits this success to the platform’s comprehensive resources, such as the Lazada University portal and the seller community, which equipped her with valuable tips and tricks to navigate the e-commerce landscape effectively.
A Bright Future: With a focus on her business full-time, Evan is now managing Sundals with her husband. She has ambitious plans to re-launch the brand, including a bridal collection in the pipeline, slated for release this year. This strategic move aims to cater to a broader customer base while upholding the brand’s commitment to quality, sustainability, and local craftsmanship.
In addition to her successful foray into e-commerce, Evan Marie Maderazo has been recognized with accolades such as the Glow Grant CEO Award by Snail White and first runner-up for the Lazada Forward Women Award. Her unwavering commitment to her craft, social entrepreneurship, and local artisans, has not only transformed her life but also paved the way for the growth and success of Sundals. Her vision continues to inspire as she collaborates with ethical and sustainable brands from the Philippines through Proud Local, aiming to make a bigger impact together. Evan Marie Maderazo’s journey is a testament to the power of passion and purpose in carving a unique and impactful path in the world of fashion and entrepreneurship.
For more information:
https://www.facebook.com/sundals.ph/
+63 917 636 6783
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