Marahuyo Concept Store by Go Lokal! Features Philippine Handcrafted Luxury

Beautifully-crafted wearable Philippine design for the upscale market has found a home in the first Marahuyo Concept Store under the Go Lokal! program unveiled last November 15, 2019 by the Department of Trade and Industry (DTI) in partnership with Duty Free Philippines Corporation at the newly-launched Luxe Duty Free Store in Mall of Asia Complex, Pasay City.

In Tagalog, Marahuyo translates to ‘a state of enchantment and attraction’, a nod to the design and artistry of the eleven 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 sub-brand under DTI’s Go Lokal! platform where emerging Philippine designer brands that cater to the higher-end luxe market will be collectively promoted.

“Marahuyo was borne out of our desire to bring our own Philippine designer brands into the limelight in both the local and global market,” explains DTI Secretary Ramon M. Lopez. “In this, our initial collection, we offer design that reflects our country’s rich culture of entrepreneurship and creativity.”

A piece from Marie Angelica Rare Finds.

“Go Lokal! really began by supporting medium-priced products which is where the majority of our MSMEs were positioned. There remained a number of SMEs 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,” adds DTI Trade Promotions Group Assistant Secretary Rosvi C. Gaetos.

“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,” she adds.

Marahuyo by Go Lokal! is a sub-brand of DTI’s Go Lokal! platform first launched in 2016 to give better market access to Philippine Micro Small & Medium Enterprises (MSMEs) through brand marketing and market acceleration. Since launch, the platform has assisted some 500 MSMEs, 125 of which were already mainstreamed and have become regular suppliers of partner retail establishments. Go Lokal! retails through 114 stores nationwide with record sales of over P100 million in 2018.