Is it very Filipino of us to think of the holiday season in July? The answer is yes. There may be "Christmas in July" celebrations happening in different parts of the world, but for Filipinos, July is more than just a fun, themed event. It is the start of preparations for the most wonderful time of the year—at least for the Zobel sisters.

Since 2014, it has been a holiday tradition for Bea Zobel Jr. and Sofia Zobel Elizalde to present Filipinos with the best local goods to gift or enjoy themselves during the cherished season through the Designers' Holiday Bazaar (DHB). Through the years, the annual Christmas market has become a platform for emerging designers and businesses to bring their products closer to the masses.

“These are people who needed the bazaar to introduce new products and see firsthand how the market reacts to them,” Sofia tells Manila Bulletin Lifestyle. “Then, eventually, they would see the potential of opening their store.”

Traditionally, DHB takes place in the months leading up to the holidays at Ayala Center in Makati City. For its 13th edition, the bazaar is widening its reach and purpose with a multi-city expansion. During the launch of DHB 2026 on July 3 at Flour Pot BGC in Taguig City, Sofia announced that this year's event will be held in Davao City, Quezon City, and, of course, its home in Makati City.

DHB 2026 embraces the theme "Sinag" (ray of light), symbolizing the profound inspiration that radiates from the country's rich heritage and budding local talent across fashion, food, home, wellness, and lifestyle. Sofia confesses that many have been asking whether the holiday marketplace will eventually pop up in different parts of the country. When she and her sister finally decided to expand it, selecting the next locations became their biggest challenge.

“Then we thought of Mindanao and Quezon City. We have to start somewhere,” Sofia says. “Quezon City is a big market. Why don't we bring it to the crowd there and see if they enjoy the items that we are selling? Davao came about because we see it as a very artistic city.”

DHB 2026 will commence in Davao City at Ayala Malls Abreeza from Sept. 3 to 6. It will then head to TriNoma in Quezon City from Oct. 14 to 18. As the holiday season approaches, the bazaar will return to its home in Makati City, with marketplaces at Glorietta and Ayala Museum running from Nov. 27 to Dec. 6.

Just like in previous years, the bazaar will feature a roster of vendors and designers from different parts of the country. What's new is that Luzon-based designers and merchants will be able to showcase their products in the southern part of the country and put them to the test.

“It is like a beautiful exchange,” Sofia muses. “It will be a mix of local designers and brands from Davao, but Manila will be there. This is the first year, and we are very positive about it. It's about sharing, testing, and giving opportunities to try their products outside the usual market.”

What Sofia and Bea are keen on doing this year is to bring greater diversity to the products on offer. They want people to come to the bazaar knowing they'll find something for themselves, as well as thoughtful gifts they can share with others. To make that possible, the Zobel sisters are encouraging designers and merchants to introduce more affordable options—not by undervaluing their work, but by creating new products or thoughtfully curated bundles at more accessible price points.

“It is a balancing act. On one hand, people want to have beautiful things from the Philippines, but sometimes, it costs a lot,” Sofia explains. “We want everyone to go to the bazaar and find something that they can afford, that they can share at a party, that they can give as a gift. We want to have more affordable things and new items every week.”

Apart from being a platform for homegrown businesses, DHB is also known for its charitable initiatives. For years, the bazaar has turned holiday shopping into a more purposeful act through its long-standing community partnerships.

The scholarship program supported by the bazaar has enabled students to pursue their education from junior high school through college. Managed in partnership with Ayala Foundation, the program has celebrated eight college graduates since 2024 and currently supports 18 scholars. Continued support from the DHB community will also allow a new CENTEX (Center of Excellence in Public Elementary Education) graduate to enter the program, ensuring that another student can embark on the same educational journey.

At the same time, young classical dancers trained under the Steps Scholarship Foundation have gone on to perform with prestigious companies such as Ballet Manila, Alice Reyes Dance Philippines, Alberta Ballet, and American Ballet Theatre. The initiative has supported more than 58 dance scholars from Bauan, Batangas, and Manila.

With its ongoing efforts, DHB is not only a "bazaar with a heart," as Sofia describes it, but also a celebration of Filipino culture that continues to live on through its scholars.

“I like what you said because it is a celebration of our culture. That's one of the reasons why my sister Bea started it—to help us raise funds for education.”

When asked about her strategy for shopping at bazaars, Sofia jokingly says she simply throws herself into the madness.

“But I have to say, Day 1 is always chaos. The next day, I try to go early in the morning when it's quiet. If you really like bazaars, it's worth visiting every day. I think you should do an article on the best way to shop at bazaars. I'll look forward to that!”

Thanks for the story idea, Sofia!