 You're all invited!!!
Hope you can come and join us this MONDAY Sept 28 6pm at Power Plant Mall!!!
Witness Eco-Ethical fashion by ARANAZ & the Women of Payatas
Also Featuring an exhibit of WALIS TAMBO dresses by the students of the School of Fashion & the Arts
FROM BUSINESS WORLD March 2009
Rags2Riches Inc., a social business enterprise creating eco-ethical products using scraps of fabric from the Payatas dumpsite and the labor of women in the area, came out with its newest Designer Line on March 17, this time with bag designer Amina Aranaz-Alunan. The launch of the Aranaz collection at Greenbelt 5 featured the bags on mannequins wearing recycled newspaper dresses made by top designers Jojie Lloren, Avel Bacudio and Dong Omaga Diaz, as well as the students from the School of Fashion and the Arts (SOFA), which Ms. Aranaz co-founded. While the original collection by Rajo Laurel — which served as the impetus of the entire enterprise — dealt with a refinement of the basket-weave technique familiar to the rug makers of Payatas, the new collection used macramé techniques whichi the women learned in three months of training at SOFA. And whereas the "up-cycling" at the onset was meant to change the mindset of fashionistas that bags made out of rags could be chic (and eco-chic at that), this time around they needed no convincing. "The Aranaz aesthetic, they’re bags that are meant to punch up your outfit, they’re supposed to be the eye-catchers of your outfit... My wish for Aranaz is to make beautiful handbags, it’s the same vision that I’ve set for the RIIR line. I wouldn’t say [it’s the] low-end [version] because it has the same love, the same passion, and the same technique. It’s aligned with more social awareness also... I believe in their cause. Me, myself, my business Aranaz deals with a lot of those types of communities. My own workers are pretty much like the Payatas women, they come from those types of areas, so it’s like a bigger venue to help people," Ms. Aranaz told BusinessWorld.  The limited collection edition, featuring the Aranaz trademark rosettes and mother-of-pearl handle (the Le Rosette Tote is pegged at P5,500 and the Le Rosette Clutch is worth P5,650) as well as a new wooden-handle macramé bag named Lambat after the fisherman’s netting it resembles (Le Macrame Tote at P3,400), are worthy of a 1970s diva socialite and a present-day fashionista. Only 12 pieces of each design will be made available, each with a serial number, and an authentication certificate with the signatures of the designer and the "nanay" (the mother) who made it. Meanwhile 200 pieces will be produced of the "classic collection," around 25 per style, including the casual Maria Rosa bags which also feature the flattish rosettes (a clutch sells at P1,400, a tote for P2,550), more Lambat tote bags (a small version for P950, a tote for P1,300), and the Aplaya twisted basket carry-all with leather handles (P2,300 medium-sized, P2,500 large), perfect for the beach or a garden party. Colors range from the neutral (white, coal, slate) to a bright robin’s egg blue, to warm hues of yellow, orange and red, a mellow pink or a mix of stripes, depending on the available scrap materials. Ms. Aranaz noted that the workers work at a slower pace since they’re still getting acquainted with the new techniques. Only 30-40% of the target has been made to date. Given that these bags are made from scrap material — exempting the wood and mother-of-pearl handles — the bags are priced about 50% less than the usual Aranaz bag. But the more laborious handcrafting techniques, plus the handles, position them in the more high-end bracket. "If you see it, you still know it’s an Aranaz bag, but the materials have a deeper story behind it. The [clientele is the] A-B market, in their late 20s to 50s. These ones are quite functional, they’re beach baskets, they’re tote bags, so you can use them for work, you can use them for school... We’re showing that we can actually make stylish, really fashionable and beautiful materials out of scrap material," said Ms. Aranaz. Currently, the RIIR enterprise permanently employs 86 women, but considering the contractual helpers, the extended network numbers 300 members in total. The women may work as few as two to four hours a day, but those who put in around eight hours straight each day are able to earn P3,000 a week and up to P12,000 a month. Production is expected to go up with the new collection out in the market, particularly as RIIR is putting up an online retail feature on its website come April. The latter is a direct result of their win for the BiD Challenge, a global business plan competition organized by the BiD Network Foundation, challenging entrepreneurs to develop and execute innovative business plans with growth potential, in order to stimulate local economic growth and generate jobs and income in emerging markets. "Although our main thrust really is a partnership with the women of Payatas, we still want to operate as a business, it has to be saleable. We’re going to use the money that we won to scale up the business, and hopefully adopt more communities because of that, and also more markets abroad. Europe is almost going to start very soon. We just have to choose from three possible distributors who have 300 stores each. We can’t do every one, we can only do one, and maybe one-half [of stores]," said Reese Fernandez, executive vice-president of Rags2Riches, Inc.
Instead of making our models carry the bags the traditional way. We decided to do something quirky and mounted them on headbands for the models to wear as hats!!! :)
 For this event, our window display was decked out by Dustin Reyes with a "Sampayan" concept!! 
 My favorite blogger and younger sis, Rosanna, of www. littlemissdressup.com has been handpicked by Condenast's GLAMOUR.COM!!! Check it out.... http://www.glamour.com/fashion/blogs/slaves-to-fashion/2009/06/clash-of-the-style-bloggers-ou.html
   Grab an ARANAZ
Pink Ribbon tote!!!One a Day Women's and Project Pink Breast Cancer Support Group invite you to bring the cause of breast cancer awareness wherever you go. A large canvas carryall with graphic printed symbols (purse, pink ribbon, vitamin pill) and straw lining. Great for the beach, shopping or work bag!!! P650 only at ARANAZ Power Plant & Greenbelt 5 25% off each bag purchased will go to Project Pink courtesy of One-A-Day Womens. www.projectpink.org.ph
The Little Misses of www.littlemissdressup.com wear ARANAZ best!!!  Little Miss R wears one of my personal favorites: the ROSETTE CLUTCH, a bag fully covered with handmade satin flowers from our 2007 Holiday collection.
 A spin-off of the rosette clutch, Little Miss R wears the Maria Rosa clutch for Rags2Riches made from recycled fabrics by the women of Payatas..  Little Miss H, wears our Studded Bamboo clutch from the Holiday '08 collection.
 What a surprise!!! Just stumbled upon this on Carlos Celdran's blog. Have yet to buy the issue! Hope its available locally.
We made it to another cover this month: the southeast asia edition of TRAVEL+LEISURE!!!
Our Halfmoon Woodbead clutch with Mother of Pearl Beads!!! :):) :)
 Our first bag cover ever!!!! :) In the current issue of Martha Stewart Weddings magazine!!!! When I was first approached by EIC Tata Mapa to create a bouquet bag for their cover in the midst of the Christmas hustle & bustle I did not even think twice! I was absolutely inspired by the thought. I instantly researched on various ways to create handmade fabric flowers. After a number of trials, some burnt fingers and with loads of help from our ARANAZ craftswomen this is what we came up with! To all soon-to-be brides.....this bridal bouquet bag is available for order as well. :)
 Spend an afternoon with me this Saturday!!!
Find out all about my passion for fashion and creativity!!! Dabble in a new skill through a short BAG DESIGN workshop that I will be giving! This Saturday AUG 16, 4pm FullyBooked High Street
 This limited edition ARANAZ Eco-shopper is our effort to contribute to the worldwide campaign towards the elimination of plastic wastage.
This canvas shopping bag has genuine leather handles and an I'm a Natural Shopper wooden plaque. Sold at P750.00
P200 for every bag sold will be given to GREENPEACE Southeast Asia.
Available at ARANAZ, Power Plant Mall and Hush, Mall of Asia. 
 Taken from www.ayalamalls.ph- 2006
Greenbelt 5, the culminating piece of the Greenbelt re-development is set to open its 1st phase last quarter of this year. To kick-off to its launch, a series of exhibits from our local top designers who are slated to open their boutiques store in Greenbelt 5 exhibited their fine wares from Amina Aranaz to other top designers such as Arnel Papa, Patrice Ramos-Diaz, Jun Escario, Randy Ortiz, Jojie Lloren, Joey Samson, Dennis Lustico, Ivarluski Aseron, Vic Barba, Emie Jorge, Lulu Tan-Gan, Lila Almario, Ana Rocha and Michi Calica.
Native materials meet modern design in the bags of Amina Aranaz in her exhibit. "To de-ethnicize the ethnic," to use the designer's own words, is the Aranaz direction. "We like to juxtapose native materials such as mother of pearl, coconut shell, and wooden beads with sparkling crystals, stones, luxurious fabrics and leather." The results are precious pieces-from clutches to carryalls, handbags to hobos-that have that distinct Philippine craftsman touch rendered in sleek, sophisticated style. "I always say, our pieces have a unique artisan-like feel with pleasantly surprising details that make them even more special."
The Aranaz thrust and aesthetic is just the kind that suits the soon-to-open Greenbelt 5, which is set to showcase only the best of Philippine style and fashion from the country's most forward-thinking designers. "It has been my dream to have an outlet in such an establishment!" Amina says. "It's a fabulous idea to create a venue for local designers to exhibit our goods. It raises the bar for Filipino designers and shows that we can be competitive to foreign luxury brands."
While the Aranaz bags have been available locally in select outlets, and abroad in small boutiques in the US, Singapore, Korea and Japan, this is the label's first freestanding store, and where Amina will have her first-ever made-to-order and bridal bag boutique. "We would hardly accommodate made-to-order requests in the past, however at Greenbelt 5 we will finally open our doors to them."
While a large part of her design is based on native materials, Amina's source of inspirations run wide and varied. What's important to her is to achieve a cohesion in every collection she churns out. 'I try to tell a story through the pieces I create," says Amina who finished a Masters Course in Accessories Design in Italy's famed Instituto Marangoni. "I begin every collection with intensive research. I watch the world around me. I observe and listen to the vibe of the coming season, the fashion trends, the mood of society, the happenings here and abroad. Then when I find something that strikes me, that would be the beginning of the collection."
Her most recent body of work is named the Disco Queen Collection, and it was all about flash and '80s glitz, a collection that was conceived while she was pregnant with her first child. The collection had a lot of circular patterns, pailettes and round shapes. "I don't know if I was inspired by the disco mirror ball or my growing belly," she says laughing.
This is the Aranaz edge from among the many designer bag labels cropping up in the luxury bags market of late. And this is what she is so excited to put in full display when her store finally opens at the Greenbelt 5. With this new destination at the Ayala Malls, Filipino ingenuity now has a sanctuary at the Greenbelt 5 as it houses the best of talents in the country alongside international luxury brands and dining - truly making Greenbelt 5 and Filipino designer at par with the best of the world.
from www.ayalamalls.com.ph
 Yes, were opening with a bang!!!
We're offering an array of special workshops by industry professionals!!!
Other workshops are:
Fashion Illustration
Basic Patternmaking
Fashion Merchandising
Brand Imaging
For further inquiries and applications contact sofamanila@gmail.com
In the same issue of inquirer, readers got a little tip on the new project that I've been working on the last couple of months. read on...... From Milan to Manila By Alex Vergara Inquirer SHE’S A STYLISH BAG Designer who’s striking enough to model her own creations, but Amina Aranaz-Alunan will be the first to tell people, especially potential designers, that running a business isn’t as glamorous as it seems. “I’m all dressed up today because I’m meeting several people,” she says. “But you should see me while I rummage through materials at the factory. There’s nothing glamorous about it. On the contrary, the place where I work is quite hot and dusty.” Whenever she goes to the factory, which is almost everyday, Aranaz-Alunan has to go back home, take a shower and change before she heads to another engagement. It was worse when she was pregnant with her first child. “My sales suffered then,” she says. “But working directly with people who have been with the family for quite a number of years has sustained me. Their passion for work can be quite admirable and inspiring.” Love for one’s work and the passion to sustain it (including the often-neglected aspect of running a business) will be among the many tenets Aranaz-Alunan and fellow Istituto Marangoni graduate Loralee Baron aim to impart to students as they open the School of Fashion and Art (for inquiries e-mail sofamanila@gmail.com) in the heart of Makati’s Central Business District next month. The two women have been dreaming of putting up a fashion school with a “European approach applicable to the Asian market” ever since they got back from Italy four years ago. “I’ve met people who want to study abroad,” says Aranaz-Alunan. “But most of them can’t afford it, while others don’t have the time to spend a year abroad. We really need a fashion school that offers affordable education based on international standards.” Inspired by the curricula of the best fashion schools in the world, including, of course, the two women’s alma mater in Milan, the school will be offering several certificate courses alongside associate degree programs in fashion design & marketing. They’re working in partnership with Lex Ledesma of the One School, and are now busy finalizing negotiations with teachers who are also industry practitioners. “No doubt traveling enriches the mind, but studying abroad isn’t the only path to success,” says Aranaz-Alunan. “Our school makes fashion education accessible for would-be designers and merchandisers. In my time, there were no fashion schools to turn to, thus the need to go abroad. Now foreign fashion education is no longer a necessity but a bonus.” Click this link for the article FASHION BY DESIGN by Alex Vergara. Which included interviews with Rhett Eala, Jojie Lloren and myself on our experiences on fashion education abroad. http://showbizandstyle.inquirer.net/lifestyle/lifestyle/view_article.php?article_id=83038
Yesterday, ARANAZ was featured in Phil Inquirer alongside the works of other Filipino talents such as Modi, Cary Santiago (whose work i loooovvvveeeee..droolll) , Silk Cocoon, & Arnel Papa...
PINOY STYLE
APPLES’ PICKINGS
By Apples Aberin Sadhwani
Inquirer
Photos by Jun de Leon
Styled by Millet Arzaga
TODAY, WE CHOOSE TO celebrate Filipino talent, craftsmanship and ingenuity. No special occasion, really. We’ve always had the strongest urge to share with you information on designers and brands that are uniquely Pinoy, and as such, never fail to make us proud.
We hope they spark that flame of Pinoy pride in you, too.
Tote for the day
“I always say I like to ‘de-ethnicize the ethnic,’” says bag designer Amina Aranaz-Alunan, whom we absolutely adore. “I like manipulating our indigenous materials to create surprisingly chic and modern fashion pieces.”
She’s been known to design breathtaking pieces such as oversized plastic totes combined with wooden and straw accents, and little coco disco bags that had Manila’s fashionistas lining up.
Says Amina, “I like being able to surprise my customers with the numerous usages of local materials, thus giving them a renewed appreciation for Filipino craftsmanship and handiwork.”
It’s no accident that this cum laude graduate of Master Accessories Design at the Istituto Marangoni is into the art of designing and crafting bags. “My mom, Becky, continues to be an exporter of women’s bags. So I grew up in the business. The bag factory became my playground and the venue that allowed me to explore my creative side.”
Currently, Amina is busy working on her holiday collections (inspired by Paul Poiret and geometrics), which will be available in Aranaz, her stand-alone boutique in Powerplant. And to share her knowledge and know-how, she will also be opening a school called School of Fashion & Arts (SOFA) in the last quarter of this year.
“Fashion education is something that I had always dreamt of doing. There is a rising yearning for fashion education out there, so I think now is the right time to open a school,” she says.  
We were recently featured in Channel News Asia (Skycable Channel 79) in the tv show Privileged Lifestyle.
For those with nothing to do today, catch the replay this afternoon,
July 29 at 230pm and 6pm!!! :)   
I just encountered another one of our brides, March Babaran. I never actually met her myself, but once I saw her wedding bag I remembered it! My friend, Nicole Hernandez, actually ordered this bag as a wedding gift to March. (It's a smaller and more intricate version of the bag I wore to the Piedra party.) She says it was the perfect accessory to her wedding dress! :)
  
 Troop to ARANAZ and score the best bag bargains yet!!!!! Yes, we're joining the madness!!! THE ARANAZ END OF SEASON SALE!!!! Starts this Thurs, June 28-July 1!!!!
Only at Power Plant Mall!!! :)
 Wish me luck!!! I'll be part of this adventure this weekend!! It's sort of like a spin on amazing race but without the athletic part! thank god! I get to be driven around town in a Benz for all my challenges hahaha plus we get to bunk at Makati Shang during the contest! and we all go home with a brand new N95 phone!! My partner is Pam Pastor of PDI.... and of course Grand prize is a trip to Amanpulo!!!
Other contestants are: Manu Sandejas & Michelle Aguas, Jay Server & Jennifer Juco, Tim Tayag & Kathy Moran, Jaime Daez & Jane Chua, Rovilson Fernandez & Carlos Suerte Felipe, Patty Laurel & Stephen Ang, Cat Juan & Ed Capulong, Pam Quinones & Glenn Warren Flores, Rorie Carlos & Paolo Manzano
ARANAZ Deluxe is what we call our Limited Edition Collections. They are highly intricate and utilize only the highest quality materials and techniques. Let's just say I consider these the queens of all ARANAZ bags! hehe These one of a kind capsule collections are composed of about 5-10 pieces only. Being as such, these are sold at a premium. For Holiday 2006, we came out with glamorous faberge eggs that although were too small to carry around nothing else but lipstick, they were stunning and red carpet worthy!
For the ARANAZ Deluxe Spring/Summer 2007 Collection, I'm inspired by all things in bloom! Wedding bouquets. Flower farms. A Midsummer's Night Dream. Topiary. The exact title for the collection has yet to come to me. All I know is that I want these delicate purses to come alive with its 3 dimensional nature.
Here's a sneak peek of a work in progress!  
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