Destiny has a way of uncovering better opportunities for people like Mariel Rabano. Since childhood, Rabano has aspired to become a doctor, and she pursued a degree in Psychology.
However, life took a sharp turn during the pandemic. Graduating during this challenging time made it difficult for her to find a job. Ultimately, she decided to join the family business that her father had dedicated his heart and soul to.
“Joining the family business was not the path I envisioned, but given the circumstances of the pandemic, it became essential to support my dad and keep the family legacy alive,” she said.
Mall decorator
Fabricraft Handicraft Trading (FHT) has been in existence for nearly 25 years, but it was only in 2010 that the world recognized its potential as a manufacturer, supplier and distributor of finely crafted handicrafts.
Rabano’s father Fermin worked as a supervisor for a handicraft company back in the early 1990s. When an opportunity arose, he decided to venture out on his own, building his business from the ground up.
He brought on a team that included relatives and seasonal workers during the Christmas period. Over time, he secured a partnership as a supplier for Alriver Export Corporation, marking a pivotal milestone in the business’s growth.
As a subcontractor for Alriver, he gained clients and expanded operations. The company specializes in designing and installing seasonal decorations for malls and buildings, such as Ayala Triangle, and Araneta Center, and very recently was the festive adornment for the Greenfield District in Mandaluyong City.
Among the seasonal products, Christmas decorations stand out as the company’s core competency, contributing significantly to its global recognition. The export of artificial trees, primarily to Italy, continues to be a profitable segment of the business.
The recent addition of Christmas trees to the export portfolio further buttresses their presence in Italy and other markets with Christian populations. The company expanded its product line, which now included garlands for all occasions and Christmas wreaths.
Their offerings include decorations for various holidays celebrated in malls, such as Mother’s Day, Father’s Day, and Independence Day, alongside their signature Christmas tree decorations.
They specialize in providing decorations for shopping malls. Their journey began with a partnership in the Araneta business district, and they have since expanded to include more clients, including retail, establishments, local government units, and corporate accounts.
“Malls present us with the opportunity to showcase our craftsmanship. It’s essential to adapt and innovate to meet their needs,” Rabano explained.
SM Prime has placed a huge order for Christmas trees this year to adorn SM Malls nationwide. FHT also has an ongoing partnership with the Ayala Triangle and several other malls across the country, covering areas from Luzon to Visayas to Mindanao, which keeps them quite busy.
Financial hurdles
One of the company’s major challenges is securing sufficient capital, which remains a significant concern. Operating with limited financial resources has made it difficult to sustain growth. Client payment terms can extend up to three months, further complicating cash flow. Despite these hurdles, the company has benefitted from working with reliable clients, which has helped mitigate some of the financial strain.
“Our passion drives us, but the financial challenges are undeniable,” Rabano revealed, acknowledging the difficulties the company and their family have faced. “We are working tirelessly to ensure the business remains sustainable and that we continue to meet our customers’ expectations.”
Family
Rabano now finds herself trusted by her father to help run the business. Joining the family venture wasn’t part of her original plan, but the pandemic limited her job opportunities after graduation, making it a practical decision to step in and ease her father’s workload.
“Transitioning from psychology to business management comes with its challenges, but I’m fully committed to mastering financial management, as it’s crucial for our growth and long-term sustainability,” Rabano acknowledged.
At 26, Rabano is the eldest of three siblings. Her younger sister, Angela, is studying architecture, while their youngest brother is set to enter senior high next year. She seemed happy and relieved that there’s potential for her brother to contribute to the business, as he enjoys design work and occasionally assists with client projects.
Rabano’s father, now 56, and her 50-year-old mother form a strong partnership in both life and business. Her mother plays an integral role, frequently assisting her father, particularly in sourcing materials. The couple works seamlessly as a team, leveraging her mother’s availability at home to ensure the business operates smoothly.
Trade fairs
When undertaking Christmas projects, the decorations are tailored to each client’s preferences, ensuring that every detail reflects their unique vision and brand identity. From tree designs to festive trimmings, each project is carefully crafted to create a personalized and memorable holiday atmosphere.
Last October, FHT attended Manila Fame for the first time, followed by their participation in the Christmas Village fair at One Ayala in late November. The company just wrapped up its second Christmas Village fair at the SM Megatrade Hall.
“Our company has been in the business for years, yet participating in trade shows is a new experience for us. We’ve discovered that these events are a great way to expand our network and boost our market visibility. It’s interesting to realize that, in this digital age, we don’t even have an active social media presence. That’s definitely something we’re planning to address, alongside participating in more trade shows,” Rabano said.
