Way back in 2007, when I got the call to cover the launch of the social enterprise Rags2Riches, and its first fashion accessories collaboration with designer Rajo Laurel; as one can imagine, the name that leapt up from the invite would be that of Rajo. But as it turned out, R2R was the revelation and eye-opener of the event, as I got to meet the start-up’s co-founder Reese Fernandez-Ruiz. I got to understand and appreciate how R2R was raring to be a game-changer; out to prove that social enterprises, efficient operations, viable SKUs, and profitability, do not have to exist in exclusive silos.

As it has been since inception, the mission vision of R2R is clear and potent, to be a fashion and design house that partners with community artisans, producing sustainable and eco-ethical fashion accessories that are made from upcycled or overstock fabrics, and from local, indigenous textiles. It’s about giving underprivileged but skilled women and mothers a better livelihood opportunity, while using design as a way to give new life to overstock fabrics and “retasos” (cloth scraps).

Innovative branding, and partnering with established names from fashion and design, became keys to R2R gaining substantive acceptance in a market that traditionally would frown on “second hand” and “recycled.” That R2R initially found their way to such visible and accepted retail brands such as SM’s Kultura was super-helpful as well.

More than a 1,000 people have been trained and/or benefitted from Reese’s fairy tale social enterprise over the years; so it’s great to hear that Rags2Riches has reconnected with SM Retail and Kultura to be part of the SM Green Finds collection. SM Green Finds, which falls under the umbrella of the SM Green Movement, provides branding and visibility to purpose-driven local brands – brands that espouse and promote sustainability, green culture, and environmental responsibility. These are boxes that R2R ticks in a good way. As Reese was happy to say, “For R2R, being part of this is a credibility builder, a badge of honor, and an ongoing reminder to be even better.”

“Green Finds helps us reach a consumer who was already leaning toward conscious choices but had not found us yet.” This partnership with SM Green Finds ensures that the R2R story of care, ingenuity, innovation, and resilience gets to be told to an ever widening audience; and hopefully, can lead to further growth for the social enterprise.

I’d like to now take this opportunity to give due credit, and salute SM Retail, and its brands such as Kultura. They’re often taken for granted, as they’re so omnipresent in the retail landscape. But if we’re talking about giving financial sustainability to MSMEs and social enterprises such as Reese’s Rags2Riches, one cannot underestimate the value of being part of Kultura’s ecosystem, and SM Retail’s supply chain.

Kultura, for example, may have launched in 2004 as the Philippine crafts section in SM Makati; but observe its growth and expansion over 22 years, and how there are now so many branches all over the Philippines. For several MSMEs, Kultura, and by extension, SM Retail, are their virtual lifelines; allowing for these enterprises to level up, expand, and even survive.

In the past, I have mentioned how I appreciate the artisanal fairs and holiday bazaars that dot our calendar come fourth quarter of the year, and how they champion Filipino-made products. But let’s also be very honest, kudos to these bazaars and their upscale marketing, but they happen for four days of the year. That’s helpful, and may be great for visibility and brand awareness; but they’re not going to allow an MSME to persist, and maintain a footing in the market.

Kultura and SM Green Finds are there every day of the year, actively promoted and marketed; and if you’re producing the right SKU, there will be a constant, yearlong demand for your merchandise. And let’s face it, that’s the dream of any of these MSMEs. As an MSME, one can have a great concept, create products that qualify as Green Finds; but how do you get these SKUs to market? Create the demand that allows you to continue operations day after day, and scale up?

Here is Kultura, a lifestyle retail concept that supports Tatak Pinoy and Filipino-made merchandise. From apparel to accessories, from skincare and wellness products, to Filipino chocolates and snacks, to liquor and tableware. And with the numerous branches nationwide, they have the economies of scale, plus purchasing power. It’s literally the godsend for any MSME, and social enterprise.

From the sidelines, I’ve been watching Reese over the 19 years of Rags2Riches, and I’ve attended several events where Issa Litton would introduce her as a resource speaker. So happy for the success of her journey, and this new partnership with SM Green Finds.