Elizabeth Consebido: Empowering Laguna’s Footwear Industry, One Pair at a Time

Liliw, Laguna, is widely recognized for its footwear-making heritage, where generations of local artisans have built a reputation for producing handcrafted slippers, sandals, and shoes. Elizabeth Francisco Consebido, a former overseas Filipino worker (OFW), is helping preserve this local industry by turning her entrepreneurial vision into a growing footwear business that creates livelihood opportunities for her community.

After working as an accountant in Saudi Arabia, Elizabeth returned to the Philippines with a desire to build something meaningful. When the COVID-19 pandemic disrupted businesses and affected local workers’ livelihoods, she saw an opportunity to help sustain Liliw’s traditional footwear industry.

On October 15, 2021, she established Elizabeth Fashion Footwear, popularly known as EFF Footwear Store, with an initial investment of PHP 70,000.

Of this amount, PHP 50,000 went toward raw materials, including fabric, rubber, foam, and adhesive, as well as labor costs. The remaining PHP 20,000 funded essential equipment, including a second-hand sewing machine and a sole-finishing machine.

She also rented a small storefront along Gat Tayaw Street in Barangay Pag-Asa, Liliw, where she began selling locally manufactured lightweight slippers.

Growing a Local Footwear Business in Liliw

EFF Footwear Store initially produced more than 500 pairs of slippers every week. Elizabeth sold the products directly to customers for PHP 80 per pair while offering wholesale prices of PHP 65 to nearby retailers.

The strategy helped the business establish its presence in the local market and develop a network of retail partners.

However, growing the enterprise was not without difficulties. Limited initial sales, increasing operating expenses, and competition from inexpensive imported footwear put pressure on the young business.

At times, Elizabeth considered closing the store. However, her responsibility toward her employees and their families encouraged her to continue. For her, keeping EFF Footwear Store operational meant protecting the livelihoods of local artisans who depended on the business.

Digital Selling and Government Support Help Expand the Business

Recognizing the need to reach more customers, Elizabeth expanded EFF Footwear Store’s market through online selling platforms, including Shopee, Lazada, and TikTok.

She also participated in several business development initiatives organized by the Department of Trade and Industry (DTI), including the Kapatid Mentor ME (KMME) Program, the One Town, One Product (OTOP) Program, and various entrepreneurship seminars.

Through the KMME Program, she gained valuable knowledge in financial management, product costing, branding, and strategic business planning. These lessons helped her improve business operations and make more informed decisions as an entrepreneur.

DTI also gave EFF Footwear Store opportunities to participate in trade fairs, bazaars, and the Kadiwa ng Pangulo initiative. These events allowed Elizabeth to introduce her products to new customers, connect with potential buyers, and promote Liliw’s locally made footwear beyond Laguna.

New Equipment Triples Weekly Production

As customer demand increased, Elizabeth recognized the need to improve production capacity without compromising product quality.

The business eventually acquired a hydraulic pressing machine to make cutting rubber soles more efficient. The equipment significantly improved its manufacturing process, increasing weekly production from 500 to 1,500 pairs of footwear.

With improved production capacity, EFF Footwear Store became better equipped to handle bulk orders and meet tighter delivery schedules.

The business also diversified its product offerings beyond its original lightweight slippers. Its growing collection now includes doll shoes, sandals, and other slipper designs, giving customers more choices while allowing the enterprise to serve a wider market.

Recognition for Local Craftsmanship and Entrepreneurship

EFF Footwear Store’s progress has earned recognition from various organizations and business development initiatives.

Among its achievements is receiving a Silver Award under the Likhang Laguna Quality Standards. The enterprise was also featured on DZME Radio’s Pro Pinoy program hosted by Melanie Sembrano and received support through the BPI Foundation’s Sinag Beyond Program.

In December 2025, EFF Footwear Store participated in the DTI National Trade Fair at SM Megamall. The business showcased its signature footwear creations, including abaca-adorned espadrilles and floral canvas half-shoes featuring wooden heels.

The collection highlighted how traditional materials and local craftsmanship can be incorporated into contemporary footwear designs.

Creating More Jobs for Liliw’s Local Artisans

Beyond its growing product range and expanding market, one of EFF Footwear Store’s most meaningful achievements is its contribution to local employment.

From an initial team of four employees, the enterprise now provides steady livelihood opportunities for eight local artisans.

For Elizabeth, the people behind every pair of footwear remain central to the business. Their skills, dedication, and craftsmanship continue to drive the enterprise forward.

Her journey also shows how small businesses can help preserve local industries while creating economic opportunities in their communities.

A Homegrown Business Supporting Liliw’s Footwear Heritage

From a modest PHP 70,000 investment to a growing enterprise producing as many as 1,500 pairs of footwear weekly, Elizabeth Francisco Consebido’s entrepreneurial journey reflects the potential of community-based businesses.

Through digital marketing, business development programs, improved production equipment, and a commitment to local employment, EFF Footwear Store has established itself as a promising homegrown enterprise in Liliw, Laguna.

More importantly, its growth helps sustain the town’s long-standing footwear-making tradition while providing local artisans with opportunities to earn a living through their skills.

For travelers visiting Liliw, the town’s footwear industry offers another reason to explore its local products and support homegrown businesses. Beyond taking home a pair of locally made slippers or shoes, visitors can also help sustain the craftsmanship and livelihoods of the people who make them.

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