Cebuano artist makes waves in world's top fashion markets

CEBU, Philippines - Despite the generally weak export market, a Cebuano artist is making waves in the fashion accessories export market penetrating the sophisticated specialty boutiques in the world’s fashion centers like New York and Paris.

Out of passion to create, Lyn Deutsch established Pino Coco Import, Export Inc., in 2009 at the height of the global economic recession, braving the storm of declining export demand.

Deutsch, an artist by profession, has entrepreneurial skills driven not only by the thriving export performance of her uniquely designed fashion accessories, but because she is providing employment to the families around her neighborhood.

A semi-social enterprise, Deutsch’s export business now has become a source of daily income for housewives living near her small manufacturing plant in Yati, Lilo-an, northern part of Cebu.

Operating with minimal capital, Deutsch is taking advantage of the growing demand for products made out of recycled raw materials such as Cogon grass, broken glass and bottles, twigs, shells, leaves, among others.

Her intricate creations, helped by the indigent housewives in the neighborhood is now one of the most in-demand fashion accessory pieces in chic boutiques in New York, Paris, and even expanded its market in Russia (Moscow), and Australia.

“I believe, no matter what is the state of economy, there is always a market to tap,” Deutsch said in an interview adding that although she is not spending much on physical marketing promotions, her online marketing portal has helped her products penetrate to the right target markets.

Deutsch’s company is also extending help to the International Justice Mission, an NGO that provides protect for people from violent forms of injustice.

Pino Coco is providing training for women under the mission, to hone their creative skills, at the same time earning.

Almost all of Pino Coco’s products are hand-crafted, and this is one of the brand’s edges that attracted not only the foreign market, but also locally.

“I got increasing demand also from the local market. Filipinos are appreciative of artistic things,” she said.

Pino Coco’s strength in making eco-friendly fashion accessory products, with intricate designs, have made the company thrive, while the market in general is still struggling from the lingering effects of the global economic crunch.

Slowly, Duetsch’s company will also expand its product lines by including some home decorative items, such as the miniature houses and chalet, among others.

Deutsch’s is just one of the few hard-core artists who are also making good as an entrepreneur. Aside from making money to grow her company’s coffer, she also makes sure that she shares it specifically to the less fortunate women in the society. —(FREEMAN)