Regina Madio is a perfect example of how turning inspiration into action can create success. Regina, the owner and founder of the PRAJ Pasalubong Center, had very humble beginnings. What started as a coin purse maker became one of the province’s largest producers of Kalinga woven goods and packaging, with an annual profit of over a million pesos.
Handwoven History
Regina Madio spent seven years as a bill custodian for an electric cooperative and thought about doing something other than working in an office. In pursuit of this dream, she set up a small business selling office supplies and plush animals along the provincial road in Bulanao. In 2006, after modest success, she quit her job to become a full-time entrepreneur.
In 2007, Regina noticed an interesting-looking coin purse while traveling around Baguio City’s tourist spots. It was covered in various designs and was made of woven cloth. Upon returning home, she thought she could manufacture a similar coin purse using Kalinga woven cloth.
“Hindi ko alam kung paano magtahi kaya, yon tinastas ko yung coin purse. Di ako marunong sa measurements kaya nilapag ko na lang ung natastas at ginaya gamit ung woven cloth ng Kalinga.”
(I don’t know how to sew, so I deconstructed the coin purse I bought. I also have no idea about measurements, so I laid down the deconstructed coin purse and imitated it using Kalinga woven cloth.)
Even though Regina didn’t know how to sew, her desire led her to discover how she could make coin purses by replicating the one
she bought. She came up with a few versions of her own using Kalinga fabric and design, which she displayed later at her store.
But as fate would have it, someone noticed the coin purse and asked Regina if she could make 300 more of it as a wedding giveaway. With this, Regina saw potential in using Kalinga fabric to make purses, accessories, and other products.
Even though Regina’s business was beginning to improve, she felt limited since she only had one assistant. At this point, she realized that she needed help to make her business bigger.
Sewing Success with the Help of DTI
In 2009, Regina sought the Department of Science and Technology (DOST) for technical assistance through the Small Enterprise Technology Upgrading Program (SET-UP) and the Department of Trade and Industry (DTI) training and seminars for designs, branding, and packaging.
After finishing the training and getting three new sewing machines, she hired three more workers and bought more Kalinga fabric from the weaving associations and groups in the province. Later on, Regina diversified her products and expanded to bead works, children’s wear, toppers, table runners, bracelets, and other accessories.
With DTI’s assistance, Regina exposed her products to wider market in other parts of the Philippines, such as in Mega Manila (particularly the Mall of Asia), Davao City, and other metropolitan areas around the country.
“Dahil sa mga trade fair, dun ako nakakuha ng mas marami pang idea kung paano pagandahin yung products ko at kung ano pa possibleng expansion and gagawin. Na-criticize yung ibang product ko na maganda kasi nabigyan ako ng tulong kung paano iupgrade yung quality lalo sa finishing,” Regina expressed.
(Because of trade fairs, I got more ideas on improving my products and other possible ways to expand my business. Of course, they were criticized, but it helped me improve my product’s quality, especially the finishing.)
In 2019, Regina participated in the Kapatid Mentor ME Project (KMME) of the DTI, which provided much-needed business knowledge, network, and aid to strengthen her operations.
Pandemic Causing a Wrinkle in Plans
Just as things were going smoothly in Regina’s business, the arrival of the COVID-19 pandemic disrupted everything.
Regina had to shut down her company for a month due to the implementation of nationwide lockdowns. Even though there were days when she had zero sales, Regina still considered the welfare of her employees. During the lockdown, she gave four of her workers their full salaries on top of the assistance she provided.
Realizing that the situation would not return to normal soon, Regina set up a work-from-home arrangement and had her staff sew face masks from Kalinga woven fabric. Thankfully, this item was saleable, and it quickly became their most popular product.
Meanwhile, her fruit and vegetable garden yielded a bountiful harvest. Even though her losses at the height of the pandemic were huge, she didn’t suffer as much as other businesses because of the yield from her farm.
Still thinking about what she could still do for her community, Regina and her husband gave away woven cloth face masks to medical frontliners and government office workers. They also shared a good portion of their fruit and vegetable harvest with families severely affected by the pandemic.
“Because of trade fairs, I got more ideas on improving my products and other possible ways to expand my business.
Of course, they were criticized, but it helped me improve my product’s quality, especially the finishing.”
Moving Forward
Regina’s journey to success was not an easy one. She faced many challenges along the way, but she did not give up. With her business instinct, concern for other people, and the help of DTI, Regina overcame these wrinkly challenges and fabricated her fortune.
“Madami naitulong ng DTI. Dahil sa kanila, I became a national awardee of the Productivity Olympics in 2015 and recognized in the regions several times,” said Regina.
(The DTI helped me a lot. Without them, I won’t be recognized as a national awardee of the Productivity Olympics in 2015 and in the regions several times.)
The PRAJ Pasalubong center, which started from being a simple store, is now one of the province’s largest producers of Kalinga woven products and packaging, with an annual profit of over a million pesos. Truly, Regina Madio is an epitome of an entrepreneur who can weave inspiration into reality. ♦
