Dynamic Marketing Communiqué

A star for a star: Here’s how this “Free Bird” gleamed like a gem in the accessory industry! [Monday: Marketing Marvels]

October 2, 2023

Miles Everson’s The Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson:

Happy Monday!

Is your week going splendid so far?

Let’s kick off this day with the story of a remarkable individual who personifies triumph in the marketing and business fields. In our “Marketing Marvels” articles, we highlight the experiences, perspectives, and contributions of independent-minded personalities in the marketing sector.

Now, we’ll spotlight an inspiring story of a Gen Z businesswoman.

Continue reading to discover the extraordinary journey of this “Marvel” who went from single-handedly managing her business to generating 6-figure monthly earnings.

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels

Try to guess the riddle below…

I am crafted with precision, an emblem of artistry.

As I hold the universe of colors and capture the light,

The moment your gaze meets me,

You’ll find yourself immersed in the spell of beauty, elegance, and eternal charm.

What am I?”

Take a moment to think about what this is before we reveal the answer.

3… 2… 1… 

The answer is JEWELRY!

Jewelry like rings, necklaces, bracelets, and earrings are more than mere decoration. These are also representations of emotions and reflections of the soul.

In the Philippines, a well-known jewelry store is prominent for selling customized accessory designs that depict the youth’s interest and narrative.

We’re talking about…

Tala by Kyla (TBK)!

Photo from Tala by Kyla’s Official Twitter Page

TBK was established in May 2018 and is exceptionally admired due to its customized collections that appeal to Generation Z’s interests and stories—K-Pop, P-pop, love teams, animé, Barbie, constellations, Disney characters, and professions.

Just like any other business, TBK started from the bottom. During its infancy, it was run by a one-woman team. Eventually, as the business clicked to its target audience, TBK grew and expanded—both in reach and in influence.

Now, TBK caters to a vast customer base comprising both Filipinos and international clientele. Local news sources said the brand has expanded its reach by establishing five international distributors. This significant advancement has resulted in TBK achieving incredible market performance, with up to 100,000 jewelry pieces being sold monthly.

Also, the brand is no longer run by just one woman since staff members were hired to support the overall business phases—from planning, designing, and advertising to packaging and delivery.

Who is the brain behind TBK’s victory? 

It’s none other than… 

Kyla Cañete!

Photo from Straightforward 

Janet Kyla Sophia Cañete grew up in a family immersed in the bags and accessories business. Because of this, she enjoyed wearing hair pins, necklaces, and trinkets. Little did she know this simple hobby would pave the way for her entrepreneurial fame and business venture.

At a young age, Cañete displayed an entrepreneurial mindset by selling accessories to her classmates and friends. In an interview with media outlets, Cañete revealed that her mother served as her role model, igniting her aspiration to become a businesswoman.

Driven by a vision and a start-up investment of PHP 20,000, Cañete took bold and fearless steps of actualizing her love and interest for accessories by transforming her dreams into reality. In the summer of 2018, she took a decisive action and officially launched her business, TBK.

Cañete’s start-up went down the wire as she single-handedly managed every aspect of it. Despite the difficulties, her unwavering dedication allowed her to embrace the process. She humbly began by selling her first collections to friends and acquaintances, valuing their support and feedback. Additionally, she ventured into participating in bazaars, actively exploring various business possibilities and opportunities.

Cañete believes establishing TBK is also a platform for her to empower and unleash confidence among the youth. 

A Ray of Hope

Photo from The Philippine Star

While pursuing a degree in Fine Arts and Design at the University of Santo Tomas, Cañete found herself struggling balancing her studies and her growing business. Nonetheless, she made a pivotal decision to prioritize her entrepreneurial venture, leading her to make the difficult choice of dropping out after one semester. Cañete recognized that this step of leaving college was a “big risk” she needed to take to pave the way for her success.

This bold move bore sweet fruits since her brand has solidified its online presence as manifested by thousands of followers on Facebook, Twitter, Instagram, TikTok, Shopee, and Lazada. These followers successfully translated into patronage and sales, and reports suggest that the founder of TBK earns 6 figures per month.

So, what tactics did Cañete employ to achieve an astonishing feat in the jewelry sector?

  1. Incorporation of target audience’s stories into products

Incorporating stories into accessories is the heart of TBK’s jewelry customization. This is embodied through the tagline, “Wear Your Story.” Cañete and TBK actualize this technique by integrating different themes and experiences such as animé, pop culture, TV shows, music, and professions in jewelry designs.

This marketing technique emphasizes that integrating people’s story to business products is a way to establish personal connection and perceived similarity with the brand. People are more likely to engage with and patronize a brand if they see their values, experiences, and aspirations reflected in the business’ messages and offerings.

Additionally, stories are tools to evoke emotions. Businesses that feature stories tap the emotions of customers, creating a profound connection and brand loyalty.

  1. Social media as a “business ally”

As a Gen Z herself, Cañete recognizes social media’s power. For her, this platform is an effective marketing strategy where she could interact with customers and incorporate aesthetics in visuals.

Through social media, Cañete also found the right partners to expand her e-commerce space, navigate her business goals, and reach potential customers.

This marketing initiative conveys salient key points: First, utilizing social media can be a platform to know and listen to feedback. Second, targeted advertising allows a business to reach specific demographics, ensuring that marketing efforts are directed towards the right audience. Lastly, leveraging social media helps a brand stay competitive in the digital landscape. 

  1. Integrating market research in business 

One of the integral pieces of Cañete’s marketing strategies is the conduct of market research. She said that through this tool, she could understand her target audience’s needs and wants, as well as different business trends.

Why is market research important for marketers and entrepreneurs?

It’s because by conducting market research, they gain valuable insights into customers, identify market opportunities and risks, enable informed decision-making, drive innovation, and ensure long-term success in a dynamic business landscape.


Today’s feature is a beacon who will remind you to cultivate your hobbies and interests as these are gateways that may spark your business venture. Also, keep in mind that an enterprise who puts people’s story and insights at the core of the business is likely to attain success and attract customer’s loyalty.

Were you able to pick valuable marketing insights from today’s feature?

Keep an eye out for our upcoming releases in “Marketing Marvels.” We will share more encouraging stories of individuals who exhibited exceptionality in the field of business and marketing.

Happy Monday!

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.)

About The Dynamic Marketing Communiqué’s
“Mondays: Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy. 

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole. 

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success. 

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators. 

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful. 

Stay tuned for next Monday’s “Marketing Marvels!”


Kyle Yu 
Head of Marketing 
Valens Dynamic Marketing Capabilities 
Powered by Valens Research 

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