Finding hope at 11th Earth

The 11th Earth’s products include upcycled beach towels and bamboo baskets, the materials of which were locally sourced in Camarines Sur. —CONTRIBUTED PHOTO

After working at a finance desk job for 17 years in California, Camarines Sur native Jesette Fortuno decided to go back to the Philippines to find her passion.

She went back to her hometown without a blueprint in mind but saw an opportunity to lift the province she grew up in.

A year into searching for her next venture, she found in her own barangay in Nabua, Camarines Sur, a group of women valiantly keeping alive the tradition unique to the province—bamboo and hand loom weaving.

“These are skills passed on from generations before them, but their products were not exactly up to date … observing the skills they have, it was obvious they can make high-value products. And so I took it upon myself to bring their skillful craftsmanship to the current market,” Fortuno said.

The potential to elevate the weaving industry and provide a better livelihood for the community became the driving force to create 11th Earth—now an international home decor store featuring hand-loomed fabrics and furniture.

All the products by 11th Earth are made from upcycled materials and crafted in partnership with indigent families in the province.

Their famous beach towels are made from upcycled factory excess fabrics from Manila and Bulacan, while bamboo—the raw material for most of their home ornaments—is sourced from their own community where it remains abundant, and is treated properly so they will last a long time.

“We definitely wanted products that are environment-friendly, zero-waste whenever possible, and are multifunctional,” Fortuno said. “The name 11th Earth is a play on the expression 11th Hour. We want to emphasize that we only have one Earth and we must take care of it as a lot of our resources are running out.”

The 11th Earth started bringing their products to local trade shows but has now reached the famous beaches of Hawaii. Their towels have reached a new level of functionality as their customers also use them as a couch throw, scarf, sarong, picnic blanket, head cover, a yoga or fitness towel, and even a table runner.

More weavers

Despite the pandemic, Fortuno said they ended up hiring more weavers and staff to keep up with the demand for their products. While the absence of trade shows dampened their sales, taking advantage of social media allowed the 11th Earth to reach customers from all over the country and abroad.

The most important thing, she added, was the ability to adapt.

“Learning from inquiries we got from trade shows, around Christmas time, people look for gifts that are packaged and ready for mailing out. We thought of a way of incorporating our woven bamboo products and came up with a gift box. It was such a hit especially for people who don’t have the time to shop and wrap presents,” she said.

After the holiday rush, the gift box became a staple as baptism giveaways, presents for bridesmaids and groomsmen during weddings, birthday presents, and company gifts.

“Since most order in bulk, it allowed us to fulfill and maintain our sales,” Fortuno added.

Their bamboo pendant light, inspired by their weavers’ winnowing baskets, has become a bestseller among resorts and event organizers.

“Of our bamboo products, we found a niche in pendant lights,” said Fortuno. “It seems there are not many companies who produce them and at the same time, there’s the rise in consumers who want something natural in their homes. They are also perfect boho-chic trends in weddings and home decor which we did not really anticipate.”

Bicolana weavers previously earned P10 a piece for their “bilaos,” but are now earning a hundred times more. Eventually, the business has become a family affair as most of the weavers’ husbands are tasked to harvest the bamboo.

Currently, the team is preparing to launch more products, including hand-loomed beach bags and clothing, bamboo placemats, bigger pendant lights, and more storage baskets.

Trade shows

Once the economy opens up, the 11th Earth is looking forward to joining international trade shows and get into bigger markets such as Europe. The dream is to penetrate international beach cities like Sydney where their hand-loomed beach towels can be a staple.

For budding entrepreneurs who want to bring their ideas into life, Fortuno has some pieces of advice:

“One must have the financial knowledge to make sure the funds are in a proper cycle and are being accounted for. There should also be dedication to keep up with market trends and ensure the quality of your own products,” she said.

“There should be love for what you do. For us, it’s fulfilling to know how many families have improved their lives and homes because they now have a good source of income and they take pride in what they do,” she added.