The Dream Turned Reality
What started out as a young woman’s personal dream evolved into something much bigger than she ever thought possible. Ever since she was a child, Evelyn Alandy Dy has been obsessed with women’s clothing. She loves clothes so much that when she was only 7 years old, she would make miniature, cut-out dolls with tiny paper clothing to give out to her friends to play with. Some of her friends have even saved those little treasures until this day.
In 1975, Evelyn Alandy Dy realized that she couldn’t shake off her entrepreneurial drive and her innate love for fashion. So at only 18 years old, she kickstarted the Krizia brand by selling luggage filled with women’s clothing in a humble parlor in Vito Cruz, Manila. Her main customers were friends and other working women who didn’t really know how to dress or didn’t have the time nor the acumen to search for good finds in the malls. In a way, she was one of the first real personal shoppers in Manila. Since then, the company has grown into a bigger corporation, with a second-generation bringing in their own marketing and technological know-how.
The brand has now successfully expanded to more than 100 branches nationwide. Krizia is currently one of the leading ladies fashion brands in SM department stores today. It offers fashionable ensembles and stylish collections perfect for the modern working mom. Key pieces are wearable anytime, anywhere, from morning to evening. The brand is known for its perfect fit, comfortable fabric and high-end quality. Materials and manufacturers are all meticulously handpicked from different Asian countries, such as Hong Kong, Thailand and Korea, and a very stringent quality control team has been established in our country. This is to ensure that everything that goes into the stores is able to compete with famous signature brands and their international standards of excellence. The brand can be found across all SM Department stores nationwide. New collections are available on a weekly basis.
In 2012, the company launched Divina, a modern plus-size brand that caters to women ranging from a size 12 to a size 18. This ensures that the company is able to serve all of its customers, no matter what size she is. The brand prides itself for making its customers look beautiful, slim and confident. It uses the right material and the perfect cut to accentuate a woman’s beautiful curves and make the contemporary working mom look her best. At the moment, the brand can be found at SM North Edsa, SM Megamall, SM Harrison, SM Sucat, SM Rosales, SM Baliwag, SM Marikina, SM San Pablo, SM Sta. Rosa, SM San Lazaro, and SM Delgado and is continuously expanding.