Our Story
Hi, I’m Charm. I started Filibela with one simple goal: to make modern Filipiniana and barong that you’ll actually wear (and rewear). I’ve always believed tradition doesn’t have to feel stiff or intimidating. It can be light, fun, and something you can reach for even at the last minute. ♡
Simula
Filibela wasn’t part of some grand plan. It started by accident. I left my finance job at the age of 33 with no backup (not the smartest move as the panganay, I know). At the time, I just knew I needed a change of environment. I felt miserable. So I booked a one-way ticket to Siargao to volunteer as a play-based teacher. Being with kids and heart-centered people in nature brought me back to that childlike state of awe and wonder. It was a breath of fresh air.
After Siargao, I went to Palawan to volunteer for an ocean clean-up. Here’s the catch: I didn’t even know how to swim! I was terrified of the deep blue sea (intrusive thoughts won). Pero dahil andun na tayo, might as well learn something new. I started by getting comfortable in the water through snorkeling, then eventually tried skin diving, and finally scuba diving. Being underwater felt surreal. It’s like living in a completely different world. It made me realize na ang laki ng mundo.
When I returned home, I started looking for remote work.But, nothing seemed to align or materialize. So I told myself: “f*ck this, I’ll just build my own brand.”
That’s when Filibela started. I sold our first design on Carousel just to AB test, see if may market, while self-studying how to build the website and make content on Canva.
It felt like play, the same feeling I had with my students in Siargao, or on that shipwreck dive in Palawan. Right away, I knew I was back in my flow state. Our first design got sold out overnight. That was my sign to go all in.
Aligned Partnerships
Grateful to always be surrounded by love and fascinating people — from our nanay and tatay weavers, to Gha and Michelle (our store angels), to our dream clients, aligned partners, and even our kuya and ate riders. All of them are part of this tapestry we’re weaving together.
This whole journey has always felt magaan like the universe gently saying, “you’re on the right path.” And for that, I’m deeply grateful. Not just for what we’ve built, but for the chance to give back to our community while doing something I love.
Pagmumuni-muni
- It’s never too late to change your story. Live in alignment with your values.
- We’re multi-variant as humans. We thrive when we try new things outside our comfort zones.
- Tumaya sa sarili. All the ingredients you need are already within you.
- Fire, aim, and re-aim. It doesn't have to be perfect. Ang importante ay nag- simula ka and you can always improve / course correct along the way.
Filibela is more than just a brand for me. It’s a reminder to bet on yourself while honoring your community in a way that feels alive, authentic, and joyful. I hope you’ll love our pieces as much as we loved creating them for you. :)
Maraming salamat,
Charm