Sporting a little black sheer dress, knee-high white leather boots, and a simple baseball cap, Edelyn Gonzalvo walked into the dressing room and stood right beside the production team. She took a quick breather, let loose a smile that spread across the room, shared a little quip about the heat of that midsummer morn, and immediately sat on the high chair to get glammed up. There was no pomp and circumstance. Her amiability wouldn’t make you think that she’s a self-made CEO of a clothing and skin care line. More surprisingly, you wouldn’t think that she’s just 24 years old.
“I’m dedicated to my role,” shares Edelyn, or “EG” as she is referred to by her near one million followers across social media. However, this role isn’t as clear-cut as it may seem. As the founder and owner of EG Trends Apparel, a clothing line focused on updating wardrobe essentials with a modern appeal, and the recently-unveiled EG Skin Essentials, she makes big business moves daily. But simultaneously, she is also her own brands’ model. She wears all of her pieces, takes lots of multi-angle photos, and shares these on her sites. She brings her own line of creams and lotions on vacations, never missing an opportunity to create content and buzz online.
For EG, this isn’t a result of necessity, but of passion. If she doesn’t show that she herself believes in her own products—and it’s very evident how proud she is of her accomplishments—then who will?
Not just a viral hit
In a stroke of economic irony, business for EG drastically picked up in the midst of global lockdowns. “My business boomed when I went viral on TikTok, which was [around the same time] I was feeling down because I just [opened] my shop where I invested all my savings… but no one was allowed to go out, which meant no customers,” she shares.
It’s no secret that the lucrative social media platform has become the current hub for trend-spotting, marketing, and more genuine socialization. If you recall, news made rounds mid 2022 that revealed how 40% of Gen Z use TikTok and Instagram as search engines before even considering the now-too-common Google Search. Today, scrolling on TikTok has been just as ubiquitous as sipping coffee as a pastime.
But even before the meteoric rise of the short-form video app, EG had already been earning her stripes in the world of online retailing.“I’ve been [handling an] online business since my college days all the way back in 2014. [Any category of] items, you name it, I had it. There was a small shop near our school and I tried renting a small space there. It was just a small space because I really wanted to see my items on display. That’s when I dreamed of having my own shop [with my own products].”
Seeing this new social shift during the pandemic, EG capitalized on the opportunity to make not just her business, but her name gain traction. “Instead of just sitting down [during lockdown], I tried wearing some of my clothes. I explained different ways on how to wear and style them, and then [the video] went viral [online],” she reveals.
From then on, if EG isn’t showcasing her newest releases in quick 30-second video clips, you would probably see her sharing a behind-the-scenes look of how she goes about her busy days. Giveaways also comprise a good bulk of her content, sharing a couple of pieces to some of the wittiest comments on her posts.
What matters most
EG’s connection with clothing and modeling, much like her history with entrepreneurship, has deeper roots. “I’ve been a ‘trying-hard’ fashionista since I was still a child,” she confesses. “My mother had her clothing business when we were still young, and I kept trying on some of her clothes and mixing and matching them. However, her business didn’t last long,” she adds. More than just in name, Edelyn is now following in her mother’s footsteps of making a mark in the fashion industry, reviving what was once present in the Gonzalvo family.
Reflecting on her accomplishments thus far, even for someone who has climbed stages and received awards both locally and internationally, her family and her staff always come first in mind.
“I’m able to provide a good life for my family. I’m happy to provide jobs for people. Those are the greatest milestones I currently have.”
Edelyn Gonzalvo on her greatest pride
In fact, even as she touts her business’ online virality, two of her most viewed videos on TikTok are that of her family and local workers: an intimate moment with her father arriving home after years abroad is her top post with 5.5 million views, and a video of EG revealing how every courier visiting the shop gets a free item from her store has garnered 4.4 million plays.
“My partner is the one who always teaches me to save for my future, to be kind to others, and of course, to prioritize family,” EG shares. More than just generosity, EG’s right-hand man is also credited as the mastermind behind some of her business decisions. As she opens up, “My boyfriend was the one who helped me out since day one. He’s the one who lifts me up every time I’m down on my business.”
How trends never die
The first EG Trends Apparel store opened last December 2020, and prominently featured on the wall, backed by a bed of pink and white roses, is a neon sign that reads “Be yourself and set the trend,” a personal mantra and her brand’s tagline. Soon after, she was able to open her main headquarters for more administrative tasks last August 2022, and expanded to a second branch in October.
It is clear that she’s still in the early stages of the brand, but she courageously dreams big on how her company can grow. “Soon, this small business will be all around the Philippines, and if it’s not too much to ask our Lord, it would be all around the world, because we’ve been receiving a lot of inquiries regarding franchising my EG Trends Apparel shop, so that’s why we will be opening it to the public really soon.” And amid bravery comes humility for the young CEO:
“Personally, I don’t see myself as a successful person yet. Other people are calling me successful, but personally there are still a lot of things I want to do in life. I’ve come so far, yet there’s still more ahead.”
Edelyn Gonzalvo on where she sees herself today
The uphill battle for relevance in an already-populated retail game is a challenge, and it’s admirable how EG acknowledges this yet still pushes forward. “You always have to be ready for anything. You have to be strong, and even if you’re not strong everyday, you have to keep on fighting. That is the most important thing,” she imparts. Of course, she never forgets to embody her brand’s own tagline: “There will always be competitors, but there’s big demand in this market, so I just have to remember to continue pushing, continue being unique, and to always be myself.”
Being unique is easier said than done, however. With the rise of influencers and content creators, users are exposed to a variety of styles and looks that they can emulate. This has led to the emergence of a new breed of fashionistas who are constantly looking for the latest trends to either fit in with their peers, or be a source of inspiration for creating their own style.
But even if EG strives to stay ahead of the curve, especially with her brand bearing the word “trend” in it, she admits to the cyclical nature of fashion. “Trends just repeat themselves. For example, what was worn during the ’90s, that’s still in right now.” However, that doesn’t mean wearing something trendy can’t be personal, which is why EG believes that trends never truly fade: “Our styles can continue to evolve even if we stick to the trends,” she shares. “[You can always put a personal spin to them], whether it’s [adding] something baggy like streetwear, or something sexy, for example. We can still be unique by building our personal brand and name [that doesn’t rely] on others.”
This gives a new perspective on what a “trend” is for Edelyn. It’s not something to blindly follow, but to incorporate. That may be why a majority of her pieces are buildable, versatile enough to be matched with whatever unique flair you may want to add. Understanding how to blend trends with a personal style will help create a wardrobe that reflects your unique personality and taste while still referencing modernity. This is the implicit purpose of “Be yourself and set the trend.” You come first, and the rest will follow.
