Local designers position Cebu as ‘green jewelry’ destination

CEBU CITY, Philippines - The positioning of Cebu as Asia’s prime destination for green jewelry could be the ticket for the local fashion accessories sector to withstand the repercussions brought about by a possible collapse of the US financial system. This positioning, according to officials of Cebu Furniture Accessories Manufacturers and Exporters (Fame) Foundation, can help uplift the industry, which has been experiencing a slowdown in the past three years. Fame president Janet Chua, also of Cyprea International Inc., earlier said the sector experienced a setback in 2006 due to “overstocked purchases" from foreign clients. Her group noted that the local industry can take advantage of the rising awareness of environmental issues in international fashion. She said eco-fashion offers many opportunities for local manufacturers as most of their raw materials come from indigenous natural resources. As a result, Fame and the Department of Environment and Natural Resources launched Go Green Philippines in October last year. Go Green Philippines is a sustainable environmental program to revitalize the Philippine ecosystem and sustain the country’s fashion accessories industry. Chua and Bijoux Cebu chairman Gil “Butch" Carungay of Avatar Accessories Inc. said that players have to work harder amid the financial uncertainty in the United States by producing more fresh commercial pieces, as well as “cheap thrills" that will encourage more people to accessorize. Competition Fame considers China, Indonesia, India, the US and Europe as its top five major competitors because of their “buoyant retail market" and technically advanced production companies that are able to make prompt deliveries and offer cheap products. “We are not sitting on our laurels. We continue to invest in product development. Even if India, China, and Vietnam will try to catch up with our positioning, I don’t think they can compete with our more than 30 years of experience in the industry," added Reyna Tio, Bijoux Cebu e-marketing and publicity head. Bijoux Cebu, a trade-only exhibition, was organized to position Cebu and the country as Asia’s destination for green jewelry. Chua said that during the three-day event where Go Green Philippines was intensively promoted, buyers reacted positively to the program by ordering Go Green labels that can be used as promotional tool. The payment—US$0.05 each label—will go to the Go Green project. “It’s a win-win situation because (it does) not only (assure) buyers of a continuing source of merchandise and a preserved environment, it also gives this country the right to own Go Green Philippines and promote a very unique product to the world," said Tio. - Sun.Star Cebu