Filipino brand enchants young hearts with Sanrio magic
Mutya Laxa Buensuceso once stood in line at Gift Gate, eagerly collecting Sanrio characters. The Japanese cultural trend of kawaii, or cuteness, had captivated her. Global company Sanrio, known for products with adorable cartoon characters, was the epitome of this aesthetic. Decades later, Buensuceso’s childhood passion is rekindled through a collaboration with the iconic brand.
“We manifested this partnership last year,” says Buensuceso, founder and creative director of Spinkie for girl’s bedroom décor and Spinkiewear. “Then, Sanrio reached out to us.” Buensuceso believes their brands share a common essence. “We both bring joy, magic and whimsy,” she explains, noting their shared love of soft, pastel colors.
Buensuceso’s entrepreneurial path began in 2010, during her pregnancy with her eldest daughter, Mayumi. Just two days after giving birth, she launched an ergonomic butterfly-shaped pillow for infants. “I was breastfeeding Mayumi when the pillow debuted on Etsy,” she recalls.
Spinkie, her online brand, became known for its tulle canopied beds and soft toys. While the brand enjoyed international popularity, Filipinos accounted for only 5 percent of its customer base. In 2018, Buensuceso expanded to Spinkiewear, offering princess dresses for toddlers to 7-year-olds.
The pandemic fueled the business as Spinkiewear encouraged virtual birthday parties and provided photography styling tips. With the easing of restrictions, mothers requested physical stores. Spinkie’s branches at SM Megamall and Glorietta 4 enabled parents to try the dresses on their daughters and immerse themselves in the Spinkie experience.
The market has dramatically shifted, with Filipinos now making up 70 percent of Spinkiewear’s clientele. The brand has become a go-to choice for birthday dresses, as mothers seek to introduce their daughters to the world of elegance and occasion-appropriate attire.
Princess dresses
“These girls return year after year for our birthday dresses,” Buensuceso shares. “It’s more than just a birthday outfit. They wear them for christenings, weddings, holidays, and parties. Even Disneyland outings feature our princess dresses as the outfit of the day.”
Before the August anniversary launch, the collaborative collection received approval from Sanrio’s Singapore headquarters. Beloved characters like Kuromi and Cinnamoroll will adorn tulle princess dresses, complemented by matching hair accessories.
“My Melody remains a top choice because of its signature pink color, synonymous with young girls,” Buensuceso says. “It’s the dream dress for a dream birthday.” Soon, girls can complete the look with matching dolls.
This mompreneur has dressed countless celebrity daughters, including Marian Rivera’s Zia Dantes, Anne Curtis’ Dahlia Heussaff, Cristalle Belo Henares’ Siena Pitt, Jessy Mendiola’s Rosie Manzano and Jhong Hilario’s Sarina, an internet sensation. Even Angelica Panganiban and Gregg Homan’s daughter, Sabine, wore Spinkiewear at their wedding.
Buensuceso sees a growing market for Sanrio-printed princess dresses among girls age 8 to 12.
Though tulle looks deceptively fragile, it is remarkably durable. “Our dresses stand the test of time,” Buensuceso says. “Girls who got dresses at age 5 can still wear them at age 8, and they look like baby doll mini dresses. We prioritize quality craftsmanship, from meticulous dressmaking to rigorous inspections. Each dress is essentially custom-made.”
For Buensuceso, Spinkie is more than a business; it’s a mission. “We’re committed to nurturing a community of mothers, from our seamstresses to our customers,” she says.
