Beautifully-crafted wearable Philippine designs have found a home in the first Marahuyo Concept Store under the Go Lokal! Program, which opened on 15 November by the Department of Trade and Industry (DTI) in partnership with Duty Free Philippines Corporation at the newly-launched Luxe Duty-Free Store in the Mall of Asia Complex, Pasay City.

Marahuyo translates to “a state of enchantment and attraction,” a nod to the design and artistry of the 11 homegrown high-end Philippine brands in the Marahuyo by Go Lokal! stable: Aranaz, Earl Carlo Gariando Enterprises, Quiddity, and Mele + Marie (handcrafted bags); Helena Alegre Jewelry (scriptural and fabricated Jewelry); Maria Angelica Rare Finds (antique accessories); Joanique, Arnel Papa (fashion accessories); Joyce Makitalo and Ann Ong (bags and fashion jewelry).

Today, these brands and their wares take center stage within a branded 50 sq. m. space designed by creative director Budji Layug.

Marahuyo by Go Lokal! is a sub-brand under DTI’s Go Lokal! platform where emerging Philippine designer brands that cater to the luxe market will be collectively promoted.

DTI Secretary Ramon Lopez explained that Marahuyo was born out of a desire to bring Philippine designer brands into the limelight in both the local and global market.

“In this, our initial collection, we offer design that reflects our country’s rich culture of entrepreneurship and creativity,” said Lopez.

For her part, DTI Trade Promotions Group Assistant Secretary Rosvi C. Gaetos said Go Lokal began by supporting medium-priced products which is where the majority of the country’s micro small & medium enterprises (MSME) were positioned.

“There remained a number of SME that catered to the higher-end market, using locally-available resources to create luxurious designs of high quality – what we now refer to as ‘Practical Luxury.’ These are the businesses the DTi now supports with Marahuyo,” she said.

“Each of the Philippine designer brands you will find at Marahuyo are socially responsible enterprises who work with local communities to create using traditional and indigenous materials. In fact, every purchase from this boutique contributes to the livelihood of our Filipino craft communities.”

Marahuyo by Go Lokal! is a sub-brand of DTI’s Go Lokal! platform which was first launched in 2016 to give better market access to MSME through brand marketing and market acceleration. Since its launch, the platform has assisted some 500 MSME of which 125 have entered the mainstream market and are now regular suppliers of partner retail establishments.

Go Lokal! retails through 114 stores nationwide with record sales of over P100 million in 2018.