Danielle Tan and Christine Tiu on celebrating the Filipino heritage through jewellery

Tan and Tiu introduced Amami a year later, becoming an avenue that offers livelihood opportunities for local craftspeople while enabling them to hone their talents and skills. At the same time, the platform ensures that the craft—rooted in Filipino heritage—lives on for future generations.

"The pre-colonial techniques and the artisans specialising in them are slowly vanishing. We may never be able to bring them back. Traditionally creating our intricate Amami jewellery is a labour of love. One that requires a lot of heart, patience and discipline. It would be a shame if we did not save and protect this beautiful art form," adds Tiu.

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'Beyond Wearable Art' is Amami's mission. That is to revive jewellery-making methods while providing sustainability for local artisans. It didn't take long for Tan and Tiu's small business to skyrocket as the Filipino brand transformed into an international sensation.

Ana, Basilio, Creolla, Dionne, Estela, Pearl, and Sibol... In no time, Amami's collections and the name of its two female founders made their way to the headlines—having been known for their noble mission expressed by their brand's exquisite jewellery. The company's goal evolved into promoting and preserving the Philippines' arts and culture, upholding its artists' welfare, and further stepping up the game for women in the business industry.

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"Contrary to what’s seen from the outside, I find that our journey as a company was never linear. There were a lot of setbacks along the way that made us have to change plans, redirect efforts and sometimes take a step back. In hindsight, those moments were also pivotal in shaping our business and allowed us to leap forward when an opportunity arises," admits Tan.

Tiu also builds on the challenges they face as businesswomen, "Aside from being extra careful about our safety when we travel long distances, the challenges I experience are mostly internal and invisible. It is in being conditioned by society over the years that as a woman, I should be ready to give up my career any time in favour of raising a family, that I should act and present myself a certain way, that I am not allowed to do certain things, not allowed to ask for more."

Tiu states, "Starting a business may seem daunting at the start but remember: we are more capable than we think. Trust and believe in yourself and your team. There will be many voices that may sow fear and doubt—drown out this noise. Find strength in the women who came before us and paved the path for us to be here today. Be unapologetic about your success, and don’t be afraid to be loud and proud about your work. Lastly, it helps to surround yourself with like-minded female entrepreneurs who inspire and lift each other."

"Create purpose in what you do. Building and running your own business will never be easy. Challenges will arise, where you ask yourself or the path you’ve taken. When you know your purpose, you can remind yourself why you’re on this path. It helps direct your decisions for yourself and the business. There will be lots of people with their own opinions and comments. But have your best interest in mind. These comments are the hardest not to get swayed by because you know they come from people who care about you. But only you know the whole picture," reminds Tan.

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