This is a feature release from the Department of Trade and Industry’s Office of the Undersecretary for Regional Operations Group.
Known for skilled craftsmanship and vibrant slipper-making heritage, Liliw, Laguna, has long been home to dedicated footwear artisans. Among those who saw a vital opportunity to support this local tradition is Elizabeth Francisco Consebido, a former accountant who worked in Saudi Arabia.
When the pandemic hit, Elizabeth witnessed the heavy toll it took on local businesses and workers in her community. Motivated by a desire to help artisans sustain their livelihoods beyond just generating personal income, she established Elizabeth Fashion Footwear (EFF Footwear Store) on October 15, 2021.
RECOGNITION. Former OFW-turned-entrepreneur Elizabeth Consebido is recognized by the DTI at the MSME Summit. Department of Trade and Industry photo
Driven by a purpose, she launched the business with an initial capital of P70,000. She allocated P50,000 toward raw materials — such as fabric, rubber, foam and adhesive — along with labor costs, and invested P20,000 in essential equipment, including a second-hand sewing machine and a sole-finishing machine. She then rented a storefront along Gat Tayaw Street in Barangay Pag-Asa in Liliw, selling locally crafted slippers known as “lightweight.”
During its early operations, EFF produced over 500 pairs of slippers weekly. Elizabeth sold them at the store P80 per pair while supplying nearby retailers at a wholesale price of P65 to broaden her reach and build a strong retail network.
Building the enterprise, however, came with challenges. Low initial sales, mounting operating expenses, and stiff competition from cheap imported footwear placed immense pressure on the business. There were moments when Elizabeth considered giving up, but knowing her workers and their families on EFF gave her the strength to persevere. Keeping the business afloat was about protecting both her vision and the livelihoods of her team.
Determined to adapt, she expanded her reach through online selling on Shopee, Lazada and TikTok. She also actively participated in small-business initiatives led by the Department of Trade and Industry (DTI), including the Kapatid Mentor ME (KMME) Program; One Town, One Product (OTOP) Program and various business development seminars. Through KMME, she gained practical skills in financial management, product costing, branding and strategic planning.
MARKETING. Elizabeth Fashion Footwear joins the Kadiwa ng Pangulo initiative. Department of Trade and Industry photo
DTI further opened commercial doors for EFF Footwear Store by featuring its products in trade fairs, bazaars and the Kadiwa ng Pangulo initiative, allowing Elizabeth to showcase local footwear craftsmanship to broader markets.
To meet rising demand, the enterprise acquired a hydraulic pressing machine to streamline the cutting of rubber soles. This single upgrade tripled weekly production from 500 to 1,500 pairs, giving Elizabeth the confidence to accept bulk orders with tight deadlines and expand her product line to include doll shoes, sandals and fresh slipper designs.
EFF Footwear Store’s steady growth has drawn widespread recognition. The business earned a Silver Award under the Likhang Laguna Quality Standards, was featured on DZME Radio’s “Pro Pinoy” program with Melanie Sembrano, and received support through the BPI Foundation’s Sinag Beyond Program.
In December 2025, EFF showcased its signature abaca-adorned espadrilles and floral canvas half-shoes with wooden heels at the DTI National Trade Fair held at SM Megamall.
From a team of just four employees at its start, EFF Footwear Store now provides steady employment for eight local artisans. For Elizabeth, the people behind the products remain the heart of her journey.
Today, EFF Footwear Store stands as a clear example of how perseverance, strategic growth, and a commitment to community can turn a modest investment into a thriving, purpose-driven enterprise. – Rappler.com