Loj ToñacaoFounder and Chief DesignerAnthologie "I can do more than the usual corporate setup. I was finding myself back then, and I remember praying to the Lord and asked Him to lead me to where and what I should be doing." A SCARF is not just a piece of fabric. It has evolved into an expression of art, culture, tradition and heritage. It metamorphosed an ordinary fashion into something extraordinary. It can also be the spark needed to give life to an entrepreneurial spirit such as the fashion business started by Loj Toñacao, founder and chief designer of Anthologie. The corporate world was not meant for Toñacao when she tried her hand working as a researcher, project coordinator and client coordinator. "I was a jack of all trades and a master of none," she quipped, adding that she knew that her vocation was more into fashion art. "I can do more than the usual corporate setup. I was finding myself back then, and I remember praying to the Lord asking Him to lead me where and what I should be doing," she narrated. "I know my job wasn't the 'right fit' for me, it was not what I would like to do. But because I have a child to feed, at that time, I needed to engage in whatever work was available." She said that she used to buy and sell scarves to friends and colleagues until one time, her family spent Christmas with the tribes in Isabela. Her "eureka" moment came when she thought of setting up a fashion business that would, at the same time, help indigenous communities. Anthologie was born. "Basically, the business all started with scarves, and the very first beneficiaries of my business were the Aetas in Isabela, where a part of our sales went." From producing scarves, Toñacao expanded into creating and designing modern traditional fashion for the Filipino women as well as displaying the Filipino culture and heritage. She now produces dresses, boleros, blouses, button down shirts and blazers. Together with a team of local artisans, Toñacao engages in weaving, embroidering fabrics, dyeing and producing leatherworks. And what is unique about her clothing line is that she makes sure that her brands are using locally sourced fabrics and are representing local cultures. She now has 12 partner-weaver groups in Abra, Isabela, Leyte, Laguna, Kalinga, Maguindanao, Ilocos Norte, Ilocos Sur, Sultan Kudarat, Cotabato, Bukidnon and Davao. Each group has two to three weavers as members, with all helping to create patterns of distinctive Filipino art. With three people in her team, she said that she has treated all people fair and square. "I value everyone regardless of their status in life," she said. But while she regards her team as an extended family, she said that she has learned to set healthy boundaries. Minimalism As a designer, minimalism has become her trademark. Minimalist designs certainly do not overpower the overall look of an individual and instead accentuates one's fashion sense and personality. From selling to relatives and friends in the Philippines, her designs have now reached the United States. Thanks to the help of a colleague who has given her an opportunity to talk about her brand in a Filipino American media organization. Words about her unique fashion spread, and Anthologie's clothing line has slowly found a niche in the American market. "I always have this fascination with anthropology of the Indigenous people," she said. Her innate curiosity about humanity and heritage led her to go into fashion specializing in the use of traditional designs with a modern twist. A bookworm, Toñacao spends most of her time reading and researching about history, ancestry, culture and heritage. She scoured reference materials, looked at Moroccan fabrics, Ikat designs from India and focused on the Philippine fabrics starting from the Inabel from the Ilocos Region and T'nalak from the T'boli tribe in South Cotabato. Eventually, she was able to network with indigenous artisans, weavers and artists who have agreed to collaborate with her to create fabrics for the modern Filipina. As an entrepreneur who has mustered to learn the ropes by herself, she said that she has been fortunate enough to stay on in the business for 10 years. "I have been in this business for a decade now because I've found my true passion. When you genuinely love what you do, it becomes a driving force that keeps you motivated and engaged," she said. Toñacao said that ever since she was young, she already has developed a penchant for drawing and for designing. "I have always been drawn to indigenous materials and the rich cultural heritage they represent. The opportunity to work with these materials and create something meaningful has been incredibly fulfilling," she said. Her interests reflect her academic background; she finished AB Political Science from the University of Cordillera and another course, Designing and Constructing Clothes, from SOFA Design Institute and special fashion courses from the Fashion Institute of the Philippines. "The people I have met along the way captivated me as well, and the opportunities that I have never imagined have sustained me through the years. Entrepreneurship is not an easy job, it's lonely on top as they say, but I always believe that the Lord has always provided and given me many reasons to stay," she said. Grit and determination coupled with her integrity have sustained her in the business. She cited the importance of having good mentors, partners and networks not just in the fashion industry but also in any business for that matter. "I am blessed enough to have networks in the US. I guess this is something that I have to continue to work on until the next five years. I like to be more open to the needs of the market without changing our business mission and vision," she added. Her business has also paved the way for her to be invited as a speaker on fashion and entrepreneurship in international and regional forums. When asked what she would consider as milestones in her business, she said that her business expansion has led to more business opportunities. Two years ago, she did a soft launch of her products in California. She successfully held a fashion show to highlight her handwoven fabrics. As an entrepreneur, she said that she is bent on continuing her goal to promote Filipino fabrics vis-à-vis Filipino culture. Her parents, according to her, instilled in her the strong spirit of nationalism. Loj-1_jpg Like other businesses, Toñacao has to contend with financial challenges, economic downturns and competition from large corporations. Nevertheless, her determination would usually win over and above all these difficulties. Clients see the value of her distinctive fashion brand all because of the integrity not just of the brand but also of Anthologie and the people behind the business. Inspiration for her designs just all came naturally, especially for someone who has been absorbed into fashion design even as a child. When asked to share her advice to budding entrepreneurs, she said: "Start small and scale up gradually. Choose a business that you are genuinely passionate about, as this will fuel your motivation and drive. This is something that the early stage of entrepreneurs miss, it is to network intensively." "Networking is one of the keys to sustaining your business. Build a strong relationship with other entrepreneurs, mentors and industry professionals," she said. Such strong words from an entrepreneur who has, figuratively and literally, gone places. QUICK QUESTIONS WHAT IS YOUR BIGGEST FEAR? My greatest fear is the thought of losing my faith in the Lord. The thought of not being under His wings as I journey here on earth. WHAT REALLY MAKES YOU ANRGY? People who do not have integrity, people who would lose their values for the sake of fame and fortune. WHAT MOTIVATES YOU TO WORK HARD? My children and the task that I believe the Lord has bestowed on me. WHAT MAKES YOU LAUGH THE MOST? I think the simple things my best friends and I reminisce. WHAT DID YOU WANT TO BE WHEN YOU WERE SMALL? Lawyer. WHAT WOULD YOU DO IF YOU WON THE LOTTO? I will invest it in my business and create more businesses. If you could share a meal with an individual, living or dead, who would they be? My mom. She left this world when I was 20, and I know she would be proud of me. WHAT IS THE MOST DARING THING YOU HAVE EVER DONE? Traveling to another country alone. WHAT WAS THE LAST BOOK YOU READ? "Open Doors" by Rick Warren. WHAT IS THE ONE THING YOU WILL NEVER DO AGAIN? Settle with someone you do not fully like. WHERE WILL YOU SEE YOURSELF IN 10 YEARS? More settled woman who fully knows her strength, her boundaries and her weaknesses. I see myself with my husband and children calm, healthy and contented.
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