Abby Jocson Fashion – eCommerce


Short Summary
I run an eponymous line of designer bags and accessories currently undertaking international expansion opportunities.


  • The brand has been 100% self-funded and profitable from the very beginning
  • Revenue has grown an average of 30% annually since 2010
  • Consistency! Business has thrived while a lot of competition closed.
  • Brand has been consistently featured in mainstream news media
  • Numerous existing tie-ups with celebrities, models and personalities


The Business

I founded my fashion company in 2010, with the endeavor of being 100% self-funded. My design line caters to a broad segment of sophisticated urban women who look for affordable yet highly fashionable original pieces that reflect a refined, contemporary aesthetic. This particular segment has proven to consistently profitable over the past couple of years, and in a highly industry where one could run a cycle of being the hottest brand to being utterly defunct and bankrupt in a matter of months, I attribute the staying power of my brand to its ability to stay fashionably relevant and reach a wide spectrum of customers with a universally lauded creative signature.

The Market

The domestic online retail market that spills into the holiday season make for an industry that was worth PHP 800 Million in 2017, with online retail consumption and adoption up by 200% since 2010.

Having experienced year on year growth, we are currently setting our sights on a piece of the international retail and e-commerce space that consumers plunked $600 billion this past year alone in terms of total addressable market.

Our regional expansion strategy is predicated on a diversified focus on both high value and emerging markets, with brands catering to targeted demographics across multiple categories.


The brand has garnered a cult following among local personalities, with the bags endorsed by prominent local entertainment personalities such as Anne Curtis, Ciara Sotto, Laureen Uy and Kelsey Merritt among others.

I have guested on ANC Shoptalk, ANC Mornings and RPN Spotlight, several radio shows, and the bags have been featured on fashion spreads in Inquirer Lifestyle, Preview, Entrepreneur and Chalk magazines.

We have started international retail operations in Bangkok, Bali, Hongkong, Shanghai and Melbourne.

We now have two full-time factories employing over 50 full-time artisans and a dedicated team of 5 handling retail and brand development.


We are looking to expand our brick and mortar operations to 5 new international markets in 2019.

Meanwhile, our social media, SEO/SEM ,GDN and email remarketing campaigns have expanded to 10 cities worldwide in terms of reach, further broadening the scope and scale of our e-commerce operation and building brand equity with fresh new market segments.

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