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Making grand first impressions through packaging can help build up a successful image of a company, according to Dianne Espino, owner of Dianne Hawthorne Designs (DHD). Realizing the importance of quality and creative packaging of a product, Espino has invested in a customized packaging business and managed to make it grow. She shares how her company’s story and insights.

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Sample products – Ring and All-purpose jewelry box.

Making grand first impressions through packaging can help build up a successful image of a company, according to Dianne Espino, owner of Dianne Hawthorne Designs (DHD).

Realizing the importance of quality and creative packaging of a product, Espino has invested in a customized packaging business and managed to make it grow. She shares how her company’s story and insights.

Serendipitous start

It started out as a desire which then transpired into a need which then turned into a reality through a serendipitous situation – this is how Dianne Hawthorne Designs started.

After several years of working in our family corporation, I felt no commitment, no interest and unfulfilled. Hence, I decided to be more creative and thought of more challenging ventures, such as flower arrangements, embellishing native bags, silkscreen printing and distributing frozen ready-to-eat packed foods.

Having done that, I figured it wasn’t my niche. During a high school reunion, a schoolmate approached me to ask if I could do the packaging of their jewelry line for the launching.

Having interest in design and exposure to fashion industry, I accepted the challenge.

The task tapped my creative side and led me to start a business that was officially established in 2003. My company offers customized premium packaging of jewelry, all-occasion gifts, chocolate/praline giveaways, candles, bags/clutches and other premium items.

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Rollercoaster ride

Being a sole proprietor, I experienced the usual rollercoaster ride that most entrepreneurs underwent. I was challenged to find the right people to join my team and to reach my target clients by proper marketing strategies.

Eventually, everything fell into its place as I was able to hire exceptionally skilled workers and maintain loyal customers because of the quality and uniqueness of our products.

The power of online marketing also helped me showcase my products and reach my prospective customers. The Hinrich Foundation’s Export Assistance Program (EAP) helped me in promoting my products through online marketing.

Having been a member of EAP has not only boosted the exposure of DHD in the world market, but it also allows fellow local suppliers to collaborate using their products. We are known to have been manufacturers of customized premium packaging proudly made in the Philippines.

With our continuous relationship, though most of the time foreign inquiries hardly materialize, we believe that one day our products will be known throughout the world as it is slowly making its mark.

Pride in uniqueness

DHD takes pride in giving its clients their own identity by investing uniqueness in each job. Duplication is strictly discouraged; rarely repeating the same type of material or design used by one for the other.

Satisfied by the company’s products, some of our clients declared the company as the Shanghai Tang of packaging. I am deeply heartened yet humbled by the gracious compliments. In return, we promise our clients that we will continue to offer them packaging products that will showcase their own identity.

Today, my flourishing business caters to a diverse line of customers ranging from jewelry and bag designers to fine-dining restaurants and bars to hotels and resorts to television networks and more.

What started out as a dream for challenge turned into reality. While the famous quote says, “It’s what’s inside that’s important,” DHD believes that the packaging makes good first impression.

About the author – Dianne Tioseco-Espino 

Dianne Tioseco-Espino

Ms. Dianne Tioseco-Espino is the owner and general manager of Dianne Hawthorne Designs, an EAP participating company that specializes in manufacturing customized product packaging.