From corporate life to couture: How Ericka Evangelista turned passion into fashion success

Ericka Evangelista’s love for fashion began early, when she was a young fan of the popular reality TV show, Project Runway. But like many of her peers in the Philippines, her parents pushed her to pursue a ‘safer’ career in business development. For four years, Ericka worked in the corporate world, where her passion took a backseat. ‘I forgot to exercise my creativity,’ she said.

But a turning point came when a supportive boss encouraged her to pursue her dream. In 2018, Ericka enrolled in fashion school, balancing weekend classes with her corporate job. Along the way, she took on orders from friends and colleagues, which built her confidence.

Then came the moment that changed everything – Ericka’s close friend needed a new wedding gown after hers was ruined just a month before the ceremony. Working late into the night for weeks, Ericka created a colourful gown that not only saved the day, but also went viral online, drawing in new followers and clients. Ericka knew then that fashion wasn’t just a dream – it could be her future.

But she wasn’t ready to abandon her corporate job without a plan for her fashion business. ‘I wanted to ensure that I wasn’t relying solely on wedding season orders,’ she said. Ericka designed a retail collection of ready-to-wear dresses and suits to diversify her revenue. After weeks of closed doors, she secured a breakthrough with ZALORA, a major online retailer, in September 2019. The next month, she left corporate cubicles for the fabric-strewn tables of fashion.

That October, Ericka made her mark at the Toast Wedding Fair at the World Trade Centre in Pasay, where her wedding gowns and suits earned her an award for booking the most new clients.

By using Filipino textiles like T’nalak, with its intricate, handwoven patterns made from the fibres of the abacá plant, and Inabel, known for its vibrant colors and smooth texture, Ericka’s elegant creations accentuate each bride’s individuality. Her commitment to local fabrics made by women underscores her commitment to Filipina artisans. ‘I want the women I work with to be able to pursue their own dreams, too,’ said Ericka.

Her business grew – until COVID-19 hit. Like many small businesses, Ericka Evangelista House of Fashion Design faced financial ruin. At one point, Ericka had only 7,500 pesos left – about $130. Faced with imminent closure, Ericka considered returning to corporate safety. ‘I was already sending out job applications,’ she said. But then, a lifeline arrived: a client urgently needed an intricate gown. That order saved her business from collapse.

That revived her business and reinvigorated Ericka’s determination to press ahead. That spark helped her keep her team intact and set up a new shop by the time lockdowns were lifted.

In 2022, Ericka’s entrepreneurial journey entered a new phase. With help from the Department of Trade and Industry in the Philippines, she was introduced to the SheTrades Initiative. The Department hosts a SheTrades Hub, a resource centre to support women in business.

In 2023 she attended the ITC SheTrades & Visa: Asia Pacific business networking event for women entrepreneurs. There, she learned how to scale her business globally. Then she was invited to attend the WTO-ITC High-Level Event and SheTrades Summit in Abu Dhabi in February 2024.

The summit took place on the sidelines of the 13th WTO Ministerial Conference and brought together over 300 policymakers, business leaders and representatives from 70 countries for a series of panel sessions, masterclasses and networking sessions. The event also saw the launch of the Women Exporters in the Digital Economy (WEIDE) Fund – a joint initiative of ITC and WTO.

‘The summit was a game-changer for me and my business,’ Ericka said. There, she attended masterclasses led by experts from Visa and other SheTrades partners, learning about business management, branding, export processes, and intellectual property. ‘Visa’s workshop helped me refine my business model and understand how to take my small business to global markets,’ she said. The advice she received on digital marketing led her to hire a team to boost her business’s online presence.

The SheTrades Summit offered Ericka something more – a community. ‘I made friends with women entrepreneurs from South Africa, Indonesia and many other countries who gave me invaluable advice on expanding my business,’ she says. ‘I was especially in awe of South African fashion – the way designers there celebrate women’s bodies and masterfully play with bold colours and patterns. I had my sketchbook with me the entire time, jotting down ideas for how to integrate these inspirations into my own work when I returned to the Philippines.’

Today, Ericka’s studio employs 11 people, and she has set her sights on expanding beyond the Philippines. In the coming years, she hopes to distribute her gowns to Singapore, the United Arab Emirates, the United States, and the United Kingdom.

Her passion for innovation has inspired her employees. ‘Working here has made me realize that we are not simply selling gowns to clients,’ said Denielle Delgado, who started as an intern last year and went on to become Ericka’s assistant. ‘We are selling an experience.’ Denielle dreams of one day having her own atelier, with Ericka as her mentor. 

As Ericka Evangelista moves forward, her journey from corporate life to international fashion entrepreneur is a testament to the power of perseverance and having access to the right support systems.

Ericka’s advice to aspiring women entrepreneurs is simple: ‘Don’t be afraid to start over. Doing what you love is worth the risk.’