SME

By FedEx | First published: December 20, 2021    Updated: October 17, 2025

Filipino jewelry designer Farah Abu made a daring leap from architecture to accessories, turning her passion into a global brand. In this interview, she shares how smart logistics and the e-commerce boom have catapulted her bold designs to international catwalks.

When Farah Abu first began her bachelor’s degree in architecture, she never imagined she would take a completely different career path: accessory design. She started by selling charm bracelets at her local gas station. Now, she runs a Filipino jewelry brand with a global clientele. 

Farah is part of a rising wave of Filipino jewelry designers blending local heritage with avant-garde flair. Her striking statement accessories have caught the attention of stylists and fashionistas – earning recognition as far as Hollywood. Today, Farah’s creations are carried by For The Stars Fashion House, a high-end style center led by creative director and fashion icon Jacob Meir in Hollywood, California.

Here, she shares her journey of building her brand beyond the Philippines and harnessing e-commerce to drive retail growth.

You completed a bachelor’s degree in architecture. What made you decide to pursue a career in jewelry and accessory design?

Farah Abu: I started making accessories as a hobby a year before I graduated, selling my very first charm bracelets at our gas station in Iligan City for PHP 250 (less than USD 5). Later on, I sold them to my sister’s college friends. 

Unlike the restrictions I experienced with architecture, I felt so free with the endless possibilities of accessory design. I could make whatever I wanted, and it just really made me happy! So after graduation, I decided to pursue accessory design as a career. It wasn’t an easy decision, but when I finally found what I wanted to do for the rest of my life, I just had to fight for what I loved.

How did you start your business, and what challenges did you encounter?

I started with a small fashion store in Iligan City, Mindanao. I was reselling clothes, bags, shoes, and accessories. It was a one-woman show. I did everything: designing jewelry, buying inventory from Thailand, managing accounting, and running the store. 

Sadly, the business didn’t do as well as I’d hoped. In 2009, I moved to Manila and ventured into selling my handmade accessories at bazaars. This allowed me to build relationships with customers, establish business contacts, and break into the industry.

Many Filipino small businesses were affected by the pandemic and are only now beginning to recover. How did you keep your business afloat during the crisis?

In the retail industry, our products were considered nonessential. So in 2020, we developed a product that was relevant to the pandemic – and thus, the Stella Mask was born. A year later, we released the Lily Mask, another bold essential statement piece. I made sure that both masks were comfortable, form-fitting, safe, and fashionable for my customers.

Given your established online presence even before the pandemic, how do you plan to grow your business through e-commerce in the coming years?

This is the new age. The good thing about e-commerce is low operational expenses. There’s no rent. And when you sell online, you already have a catalog of designs from which buyers can easily choose. 

Also, one of my favorite aspects of e-commerce is being able to connect with my clients and build long-term relationships with them. Currently, I’m strengthening our online presence via Instagram to widen our reach and gain international recognition.

What steps are you taking to expand your business internationally?

I understand that successful cross-border trade means having a reliable logistics service provider to ensure our fragile, delicate products reach their destination on time and in perfect condition. I’m glad that FedEx meets our specific shipping needs. Their delivery solutions complement my goal to scale and reach wider markets, and their rates are practical for SMEs.

How FedEx supports local SMEs with reliable e-commerce shipping and competitive rates

Today, Farah’s creations are worn worldwide – from Bahrain to Belgium, from France to Japan. She continues to inspire customers to celebrate life and beauty through her masterpieces. While her journey to bring Filipino accessories to the world hasn’t always been easy, her perseverance and determination have paid off.

At FedEx, we’re proud to support Filipino entrepreneurs launching their businesses in new markets. Our dedicated e-commerce shipping solutions enable small businesses to meet customer demands for timely delivery while benefiting from competitive rates. With customs clearance support and near-real-time shipment tracking, we simplify the process for trailblazers like Farah to expand their global footprint.