“We encourage our team to contribute their unique skills and talents, fostering an environment of empowerment. Diversity enriches the workplace and strengthens the company's commitment to social responsibility and equality.”
ELY Rose Edullan's journey into the footwear industry began as a child, tagging along with her father, Elias, who repaired machines in shoe factories. During those visits, she noticed piles of discarded leather scraps, which sparked an idea — why not turn them into slippers?
In 2016, Edullan encouraged her father to help her start a footwear manufacturing business. “We began by using scrap leather to create handcrafted slippers for men and women. Every step was manual, from cutting patterns to stitching the mid-sole for durability. These slippers were our main products,” she recalled.
Growing up in Marikina, the shoe capital of the Philippines, Edullan was inspired to help preserve the city's rich shoemaking heritage. Fresh out of college, she founded Ely Knows Enterprises, located on Dela Paz Street in the heart of Marikina City.
“We actively support local artisans with decades of experience,” Edullan said, emphasizing the importance of shoemaking as a livelihood passed down through generations.
Edullan aims to contribute to the resilience and growth of the shoe industry by supporting small-scale manufacturers.
As demand grew, she expanded her product line to include loafers, moccasins, Top-Siders, belts, and formal shoes for children and adults.
“With the support of local shoemakers, we continue to improve and grow alongside our customers' needs,” she said.
Her parents instilled in her the values of hard work, grit and determination. Starting with just four employees, Ely Knows Enterprises now has 20, including individuals with disabilities, such as those who are hearing-impaired or have mobility issues.
Edullan admits that learning the trade wasn't easy. She quickly realized that business owners must be flexible and knowledgeable in all aspects of operations. She took advantage of training and seminars in occupational safety, youth entrepreneurship, social media and mentorship. As a young entrepreneur, she absorbs every bit of knowledge available, constantly honing her skills.
Edullan has worn many hats in her business — payroll manager, materials buyer, customer relations officer, social media manager and even cashier. “All these experiences are worth the effort,” she said, adding that the satisfaction of seeing a customer happily wearing her locally made shoes is beyond words.
Inclusivity and diversity are core values at Ely Knows Enterprises. Edullan is committed to providing all staff with equal opportunities to pursue their passion for shoemaking.
“We encourage our team to contribute their unique skills and talents, fostering an environment of empowerment,” she said. Diversity enriches the workplace and strengthens the company's commitment to social responsibility and equality.
Edullan also integrated corporate social responsibility into her business, inspired by her parents, who walked barefoot to school. She collaborated with a nongovernmental organization (NGO) to donate shoes to Grade 3 students in Iloilo City.
“Seeing the joy on children's faces as they receive new shoes is a heartwarming reminder of the impact we can make through simple acts of kindness,” she said.
Her business success also enabled her to pursue further education. Edullan earned her Master's in Business Administration from St. Paul's College in Quezon City, where she also completed her Bachelor's degree in Business Administration, majoring in Human Resources Development.
The pandemic was one of Edullan's most challenging experiences.
As shoes aren't as essential as food, she had to maximize online platforms to keep sales going. She turned to live selling to sustain her business and ensure no layoffs in her workforce.
From selling 300 pairs of shoes per month, she now proudly sells 2,000 pairs.
Edullan is still amazed by her progress — from renting a space to owning her own property, which she converted into a showroom. Opportunities continue to arise, and this once-shy entrepreneur has grown into a confident speaker, sharing her experiences in talk shows and university events.
“In my own way, I'm happy to share my knowledge with fellow entrepreneurs,” she said.
Edullan's ultimate goal is to revitalize the Marikina shoe industry and make every Filipino proud to wear Marikina-made leather products.
As a youth leader, she is driven by her desire to support vulnerable youth. In the future, she plans to create an organization dedicated to helping young people live simple, happy lives with peace of mind.
With her determination and positive outlook, Edullan is sure to achieve her dreams and aspirations in the years to come.
Quick Questions
What is your biggest fear?
Losing my family.
What really makes you anrgy?
I get angry when those close to my heart lie to me, because trust is incredibly important to me.
What motivates you to work hard?
My family and my dreams.
What motivates you to laugh the most?
Seeing my family happy and proud, as well as making sure my customers are satisfied with our products and services. Whenever my family gets together and jokes around with each other. When we travel together.
What did you want to be when you were small?
I want to be a nurse.
What would you do if you won the lotto?
I want to have a Shoe Training Center. I want to travel the world with my family. I want to have an NGO helping the youth. I want to have a hospital for cancer patients.
If you could share a meal with an individual, living or dead, who would they be?
I love talking to street kids, reminding them to keep going, to believe in themselves and to do good because the universe will always return the favor. Former senator Miriam Defensor-Santiago is my idol. Every word she shared with me during our meals together had a profound impact on my life.
What is the most daring thing you have ever done?
Nothing.
What was the last book you read?
“Follow your heart” by Andrew Matthews.
Which celebrity would you like to meet for a cup of coffee?
I would like to meet Ma'am Toni Gonzaga. She is full of wisdom.
What is the one thing you will never do again?
Not believing in myself.
Where will you see yourself in 10 years?
In 10 years, I see myself as a successful businessperson who continues to help and empower others, especially startups. I want to travel the world with my family, expand my business with local and international branches, and establish a shoe-training center to create jobs for those interested in the industry.
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