Cebu Artisan expands shell accessories business beyond province, empowering local workers

Beside Bridgette Calledo, piles of handcrafted accessories await shipment to Bacolod—just a glimpse of her flourishing business rooted in Cebu’s rich craft tradition.

For decades, shell accessories have been a mainstay in Cebu’s local handicrafts. But to stand out in a saturated market, Bridgette took a bold step: she brought her products beyond her home province. The move proved successful, as she now supplies approximately 25 retailers and wholesalers across nearby islands, including Panay and Negros.

Bridgette’s journey in the craft began early, learning the trade from her mother who also ran a similar business. Starting young helped her master the intricate techniques involved. As she matured, she worked alongside her mother to help sustain their livelihood.

After marrying in her mid-20s, Bridgette and her husband decided to branch out and start their own venture. Drawing from years of experience, they steadily grew their business. As demand rose, they expanded their operations by hiring additional help. What began as a two-person operation now supports more than 20 home-based workers, producing around 1,000 shell accessories each day—a reflection of their commitment and teamwork.

In 2010, Bridgette partnered with CARD, Inc., a microfinance NGO, receiving an ₱80,000 loan. This funding enabled her to purchase more raw materials and boost production capacity.

Now 63, Bridgette continues to travel with her daughter-in-law to nearby provinces during fiestas, setting up stalls to attract new customers. Despite challenges such as unpredictable weather impacting sales, she remains optimistic and resilient.

“Sales aren’t always consistent, and that’s perfectly normal,” she said. “There are good days and slow ones. What matters is learning to manage those ups and downs without losing your motivation.”

Her product line includes necklaces, bracelets, anklets, and a variety of other handmade accessories. The business has not only helped improve their household—allowing them to repair their home and purchase essential appliances—but has also created meaningful livelihoods for others.

Looking ahead, Bridgette hopes to further increase production, provide more employment opportunities, and expand her market reach—steps she believes will not only sustain her business but also uplift the wider community.