“There was a time in my life when I just refused to buy myself a pair of Havaianas flip flops no matter how very popular it was. I felt it was too overpriced. I was working then in Manila; and was at the beach practically every weekend,” confided Marga Montemayor-Nograles, the Creative Director of Martish Marketing Company (the exclusive sub-distributor of Havaianas in Southern and Eastern Mindanao) as she retraced her love affair with the world’s favourite flip flops brand. “It was during those trips to the beach that my friends kept nagging me to get my pair of Havaianas. They promised me that it was going to be worth every centavo I’d pay for and much more. So, when I saw some pairs that were on sale at discounted prices, I finally decided to get myself one. My first Havaianas was an aqua-blue coloured pair of the loveliest flip flops ever. It was the most comfortable I had ever tried on. Naturally, I wore it everywhere I went. If I wasn’t wearing my Havaianas flip flops, I’d keep the pair in my car or in my big bag,” Marga narrated with such delight.
The young and ever fashionable entrepreneur, just like her mama dearest Baby Maceda-Montemayor, is one who has always believed in luxury in terms of feel of materials, in longevity of the product, and the classic timelessness of style. Luxury, according to Marga, is the use of the best materials and fine craftsmanship. “It is definitely not based in branding alone. I fell in love with Havaianas and did my background research on it. I was already thinking of bringing the flip flops brand to Davao. It was in August of 2005 that my cousin cum business partner, Tisha Ang-Dominguez, and I were awarded the exclusive sub-distributorship of the brand in South East Mindanao. I still remember our initial investment from our own personal accounts for our first order of 200 pairs. Unbelievable, but we sold all our Havaianas flip flops in less than a week in Davao,” recalled Marga.
Indeed, seven years later, Marga and Tisha are still at it and have graduated to selling around 10,000 pairs of Havaianas flip flops per month! To think that Havaianas are sold from 695 to 2, 995 pesos a pair. Yes, the pretty duo are truly working hard in maintaining the Philippines’ position as one of the world’s top Havaianas consumers. More so since 2012 marks Havaianas 50 years of fashionable existence.
Awesome, really, for a pair of mere rubber chinelas to accomplish such revolutionizing fashion feat. Naturally, through all the 50 years of its existence, Havaianas has become such a fashion trendsetter that it has spawned a whole lot of wannabes and copycats in the industry. Surely, the Brasilian original is still the best.
“Comfort-ability is one of the most important quality I would look for in flip flops. I should also be able to wear it anywhere and everywhere,” stressed Marga as she continued, “My choice of Havaianas for the day will depend on what I am wearing. If I choose to wear a printed dress, I’d match it with Havianas in solid colors and vice versa. But I always find myself wearing either gold or silver coloured Havaianas. I so love my glow-in-the-dark pair from the MYOH 2011! Every pair of Havaianas flip flops exudes richness in colour and feel.”
“I love Nicole Richie and Cameron Diaz for their distinctive Havaianas style. Hollywood actresses like Halle Berry and Noemi Watts, supermodels Cindy Crawford and Helena Christensen, and teenage pop icons Lauren Conrad and Kristin Cavallari have all been rocking those Havaianas pairs perfectly. Added to the list is Katy Perry who looked like a vintage dream girl in a flowing dress and her Havaianas,” Marga said of her Havaianas style idols.
Marga keeps 10 pairs of Haviaanas flip flops in her closet. “When I buy new styles and colours, I do give away my old pairs,” she reasoned.
Though Marga may seem to be doing a lot with Havaianas, her first and foremost job is being a full-time mom to three beautiful kids. Of the various roles she has to fulfil, her favourite is that of being a mother. Marga is the type of parent that puts her children’s needs first, preferring to raise them on her own during their formative years rather than leaving them with a yaya. This is evident in the way her distinctive Maceda chinita eyes light up and the way her tone gets more excited when she talks about her kids. Admirably focused and determined, Marga knows exactly what she wants and how to get it done.
Marga’s outlook on life is very positive. “I believe I’m exactly where I’m supposed to be, playing the roles I’m meant to play at this precise moment in time with God’s good guidance and blessings,” she said. And off she went to be with her kids right after the interview.
Happy 50th Anniversary, Havaianas! Happy 7th Havaianas Anniversary, Martish Marketing Co.!
