The Needlecraft of Success

Everyone wants his or her own place on earth. Choosing a life to live and finding a fortune may take a long period. Blessed are those gritty enough to pursue their dream at an early age and enjoy continuous success — much like how the story of Cherrie G. Cariaga, owner of a fashion house called Drezzee has been created.

A certified public accountant, Cherrie graduated from Assumption College where she became a student of President Gloria Macapagal-Arroyo in Microeconomics. But perhaps accounting was not her calling. In 1985, something happened that served as her inspiration to shift career path.

“At the age of twenty-seven, I was employed (in a financing company) when I met a client who was into garments and I could see how glamorous she was. I thought maybe her business was doing well. Then, I imagined myself in her shoes,” Cherrie shares.

In 1987, Cherrie resigned from her job after a friend with a clothing line in Cinderella proposed a partnership. With five borrowed sewing machines and a few staff hired, she took the risk of putting up a fashion house of her own, which she called Drezzee. Initially, the business catered to the entertainment industry, making dressy (that is why it is called “Drezzee”) outfits for female entertainers who work at night. And Cherrie made it. Yet, like any other business start-ups, it’s not a smooth ride to the top. Shortly after forming the business, Cherrie’s partner left but that didn’t put her spirits down.

“I was able to survive because I have excellent designers, equipment and outlet (Cinderella) where I can supply my dresses,” says the 51-year old entrepreneur, who looks much younger than her age.

However, just as when Drezzee managed to create a niche in the fashion industry, one of her designers and good friend (the now famous) Larry Espinosa, sought independence from Drezzee and went solo. She then changed their brand from “Larry Espinosa for Drezzee” to “Drezzee by Cherrie Cariaga”.

“I guess it was also a blessing in disguise when he left, because I learned how to stand on my own,” she asserts.

With her achievements, Cherrie is a living proof that absence of formal training is not a hindrance to success. She may not be a graduate of any fashion course but experience and creativity seemed enough for her to go on with the business: “I have fashion sense. I know what’s nice, what’s in and what’s baduy. But now that the competition is getting tighter, it pays to have a relevant educational background. The good thing for me is I can still use my accounting skills in balancing my finances. And as I go along with managing the fashion house, I’m learning how to execute well.”

Now, Drezzee carries beautifully detailed gowns and dresses for weddings, debuts, cocktail parties, clubbing or any other occasion from ready-to-wear to made-to-order. According to Cherrie, new clothing piece is being sewn everyday. “We already have followers who come to our outlets to look for latest designs. So, we are always on our toes with fashion. We have to do a lot of research. We go with the trend and we never stop working. It’s exciting and stressful at the same time.”

Stressful her job may be, but she feels a sense of fulfillment when people stop by her shop and say "your dress made me feel so special," or "thank you for making me feel like a princess on my wedding day”. Knowing that her clients are satisfied and happy makes her feel great, as she believes in making a difference in their lives by making sure that occasions become real special moments. (Myka Santiago)


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