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Calliah Fashion rises (with help from TikTok Shop)

In the fourth quarter of 2024, Calliah Fashion became one of the Top 20 Womenswear Sellers on TikTok Shop, driven by strong Self-LIVE GMV performance.

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From its humble beginnings in 2020, Calliah Fashion has quickly risen to prominence on TikTok Shop and evolved into a well-loved local women’s fashion brand. Founded by Divine and McAnthony Aguilar, Calliah draws inspiration from their daughter and symbolizes beauty, strength, and individuality–values that are now reflected in their designs and business operations.

In the fourth quarter of 2024, Calliah Fashion became one of the Top 20 Womenswear Sellers on TikTok Shop, driven by strong Self-LIVE GMV performance. Through their strategic use of TikTok Shop’s ACE Indicator System—Assortment, Content, and Empowerment—Calliah Fashion has built a successful e-commerce presence, driving substantial growth in just a few years.

Thriving with Assortment and Strategic Product Launches

Calliah Fashion’s journey on TikTok Shop has been powered by a carefully curated assortment of products that resonate with their audience. They gained significant traction with monthly exclusive releases, especially highlighted during campaigns like Buy Local, Shop Local, where they introduced compelling deals such as Buy 1 Get 1 offers and high-discount product listings. These moves helped boost their Shop Tab GMV significantly.

Their strategic product bundling also contributed to rapid growth. The Chinese New Year 3-Pax Shorts Bundle, for example, saw an incredible 333% year-over-year (YOY) GMV growth during the December 2024 Buy Local, Shop Local campaign, compared to the same period in 2023, as shoppers prepared for Chinese New Year 2025. This success is just one example of how Calliah’s ability to create thematic bundles quickly captured the attention of TikTok Shop users and became top-selling items during livestream events.

“Our brand has always been about empowering women to embrace their own style, and TikTok Shop has provided us with an incredible platform to do just that,” said Divine Aguilar, co-founder of Calliah Fashion. “The platform’s tools and the strong community of women on TikTok Shop have helped us reach new heights, especially with our exclusive product launches and bundles that truly resonate with our customers.”

Content-Driven Success: Livestreams and Affiliates

Content has been key to Calliah Fashion’s success on TikTok Shop. By strengthening their affiliate relationships and creating themed PR packages, the brand maximized the impact of livestreams and product features. Calliah’s livestreams gained notable traction during special events, including an exclusive collaboration with fellow Buy Local, Shop Local seller Josefina’s Kitchen, further elevating their visibility.

Through strategic use of TikTok Shop’s in-app resources and social media promotions, Calliah was able to amplify its reach. The result was a 17% increase in LIVE GMV in November 2024 and an even greater 49% increase in December 2024 during the Buy Local Gems feature. Their efforts in optimizing livestreams were mirrored in their Affiliate GMV, which saw an uplift of 100% in October 2024 and 165% in December 2024 as they tapped into their growing affiliate network.

“Calliah Fashion’s success on TikTok Shop is a testament to the power of authentic connections,” said Franco Aligaen, Marketing Lead of TikTok Shop Philippines. “By embracing livestreaming and exclusive product launches, they’ve built a strong community of empowered women, turning creativity into growth. We’re proud to support brands like theirs in shaping the future of Philippine fashion on TikTok Shop.”

Empowering Growth Through Learning and Leadership

Beyond product strategy and content, Calliah Fashion’s success is also a result of their commitment to personal and professional growth. Calliah Fashion was one of only two Philippine-based sellers invited to represent local craftsmanship at the ASEAN Business and Investments Summit in Laos in November 2024. This prestigious event gave the brand an opportunity to showcase its products to international organizations and world leaders, including Philippine President Ferdinand Marcos Jr.

Additionally, Calliah was featured in the #SarilingAtin docuseries on TikTok Shop, where they were able to promote their commitment to local craftsmanship and share their journey as a Filipino seller. These empowerment initiatives, coupled with their participation in campaigns and seminars, helped propel Calliah Fashion to achieve a remarkable 87% quarter-on-quarter growth, making them one of the fastest-growing womenswear brands on TikTok Shop in early 2025.

A Bright Future for Filipino Fashion

Calliah Fashion’s remarkable growth on TikTok Shop showcases how a local brand can leverage digital tools to connect with customers and scale rapidly. From their product assortment to content strategies and empowerment efforts, Calliah has become a prime example of how e-commerce can drive success for small businesses in the Philippines.

“Our journey is just beginning,” Aguilar added. “We’re proud of what we’ve accomplished, but we know that with the support of TikTok Shop and the community we’ve built, the future is even brighter. We are excited to continue growing and empowering women through fashion.”

To discover more of Calliah Fashion’s latest styles, visit their official TikTok Shop page.

BizListing

Combo of café vibe with Filipino and Italian dishes as biz model of Yellow Bird resto

#Breakfast-hunting in #Antipolo led us to #YellowBird #restaurant that offers #Filipinofood, Italian dishes, #cafe goodies, atbp. But… is it worth checking out?

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Antipolo has, particularly lately, been trying to make a name as a must-check place for foodies. If most places in Metro Manila close at night, Antipolo has 24-hour venues that boast not just not-bad food, but views of cities of Metro Manila as they succumb to darkness.

So one morning, after a night shift, we decided to grab something at any of their breakfast nooks… which was how we ended up at Yellow Bird Café X Kitchen.

@outragemag #Breakfast-hunting in #Antipolo led us to #YellowBird #restaurant that offers #Filipinofood, Italian dishes, #cafe ♬ original sound – Outrage Magazine

Una, the place isn’t hard to find for those with private vehicles; Google Maps or Waze will lead you there easily. But noticeably, we didn’t notice public transportation during our visit.

Ikalawa, the actual place was… airy, thanks to the glass walls/windows. But while this may also be a steakhouse/Filipino restaurant/Italian-ish restaurant/and so on, look-wise, it’s more a café that happens to serve some food. Rustic also came to mind, thanks to those dried flowers everywhere…

Ikatlo, the staff’s deadma; no one was friendly enough to stick to mind. They just tell you where to sit, take your order, deliver your food or drinks, then… kebs na. No small chitchats on what’s good or not, or whatever.

Ika-apat, how was the food?

  • The ₱140 Americano was… forgettable. Mag-tubig ka na lang while waiting for your food.
  • The Sinigang na Baka (₱525) was actually a surprise – that is, this isn’t your typical sinigang, Using kamatis (tomato) instead of bayabas (guava) or sampalok (tamarind) or miso, the broth was tasty without being overpowering. Yes, the meat could have been softer/more tender, but at least it wasn’t chewy. And the serving could have been bigger, considering the asking price. But yes, this one’s worth checking out.
  • The Munggo & Chicharon (₱295) wasn’t bad at all… but there’s nothing special about this as it’s no different from the munggo (beans) that you’d get from some carinderia.

That sinigang may have been a pleasant surprise (and this is even if the meat needed more time to boil), but I doubt that’s enough to lure us to head back anytime soon. This isn’t a bad place at all, but when in Antipolo, a place that has more food venues to discover, we – or you – may as well check others…

So off we go, as we search for more lafangan venues.

Yellow Bird Café X Kitchen is located at Blk 2, Mission Hills Blvd, Antipolo, 1870 Rizal Province.

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Claim to fame: Fried chicken built Lolo Claro’s

It claims to sell over 400 pieces of #friedchicken per day, so Lolo Claro’s must be good, no? We checked the former mami house turned restaurant in #Cavite during a quick #LGBT wandering.

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So… if a resto claims to sell as many as 400 fried chickens a day, you’re bound to think that what they have may be really good. So we checked Lolo Claro’s Restaurant in Cavite City, one of those restos that can claim that it was built by, yep, friend chicken.

How was Lolo Claro’s Restaurant for us?

@outragemag It claims to sell over 400 pcs of #friedchicken per day, so #LoloClaros in #Cavite must be good, no? We #LGBT checked this former #mami house turned #restaurant ♬ original sound – Outrage Magazine

Una, as background, this place is somewhat historical. Started over 25 years ago by Bernie Ilagan in honor of his late kutsero (horse carriage driver) grandfather, it used to just be a food stall that sold mami, among others, but eventually grew to have multiple branches.

Ikalawa, the branch we visited was easy to find, as it’s along a major road in Cavite City. Yeah, public transport passed the area. And there’s ample open-air parking for those with private vehicles.

Ikatlo, the resto is luma (antiquated). This should also serve as a warning since there, tabletops are peeling, corners are soiled, walls have who-knows-what prints, and so on. The squeamish may say it borders on… dirty, and they won’t be completely wrong.

Ika-apat, the staff was perfunctory – e.g. you have to pester them to clean a table for you, or follow-up an order, et cetera.

Ikalima, how were the offerings?

  1. Claro’s Fried Chicken (₱275 for half, ₱475 for whole) was similar to Max’s chicken – e.g. not that big and not over-fried, but not that tasty and quite dry.
  2. The chopsuey (₱290) was… peculiar. Think deconstructed, and you’d have an idea of their version – i.e. the veggies were steamed or boiled, and the sauce was just poured on top before serving. Good for those who just like steamed veggies; but for those who want chopsuey the traditional way, this isn’t gonna please you.
  3. The kare-kare (₱360) needed more oomph; kulang sa lasa. But at least you get enough laman, from the meat slices to the veggies. And yeah, the bagoong (shrimp paste) was good… even if they didn’t serve a lot.

Lolo Claro’s Restaurant was packed when we visited; we actually had to wait for a table to be vacated before we could eat. So this is a popular resto, indeed. I can’t, and won’t, justify this; to each his own. But we have reservations… with the venue, the staff, the food… And so off we go in search of more lafangan venues…

Lolo Claro’s Restaurant is located at Governor’s Drive corner Naic Indang Road, Cavite City.

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From coffee to rice meals: The Foam Coffee business model

The search for a good cup of coffee is what led us to Foam Coffee, which – it must be pointed out – is more of a resto than a café.

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Baguio City has always been a must-visit place for foodies, thanks to the many culinary offerings from the Cordillera region (think pinikpikan, etag and binaod, among others). But – whether you agree with us or not, particularly since you may know some venues we don’t – one of the biggest challenges we encountered was looking for good kape.

The search for a good cup of coffee is what led us to Foam Coffee, which – it must be pointed out – is more of a resto than a café.

So, how was our visit to Foam Coffee?

@outragemag Looking for #kape in #FoamCoffee in #Baguio, only to end up eating not-cheap #ricemeals ♬ original sound – Outrage Magazine

Una, this is easy to locate, as it’s right across the city hall of Baguio.

Ikalawa, the place itself is sterile-looking. Yep, maaliwalas siya (it’s airy), newly-furnished, is clean, and so on. But when we were there, it also felt quite impersonal, and didn’t feel like a community café or something.

Ikatlo, this is a self-service and CLAYGO (clean as you go) venue. Meaning, you won’t really engage with the staff as they’re there just to take and then give you your order, and then clean up after you if you failed to follow the CLAYGO policy. This adds to the making of this place as impersonal.

And ika-apat, how were the offerings?

So… the original intent was to grab coffee since this was repeatedly highly ranked by reviewers. Alas, the ₱120 Americano was, to start, not even that warm anymore when served. And taste-wise, it was almost like it was watered down.

The rice meals that we ended up also trying were actually not bad. The ₱230 Orange Chicken (orange-glazed chicken with rice) tasted… orangey, sweetish and yet citrusy. The ₱270 Bulgogi Tapa (thinly sliced Korean beef that’s marinated in sweet and salty soy in garlic butter, with rice and eggs), meanwhile, was sweet and savory. The rice in both dishes was good, too; flavorful so that even sans the toppings, already a meal.

For us, if there’s one issue with the rice meals, it’s the size of the servings. Particularly the ulam (viand). You will not get a lot. Which, for us, makes this place a somewhat pricey silog-like venue.

Foam Coffee has a market – e.g. check those who study while there. This is understandable even with the place’s limits. But we’re off elsewhere… perhaps in search of good coffee, as businesses should have if they use the word in their business name.

So off we go in search of more lafangan venues…

Foam Coffee is located at Upper G/F Travelite Hotel, Shuntug St., Baguio City. For more information, contact 0977 602 3750.

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