How This Mom Started Her Online Apparel Business With Minimal Investment

A mom-of-four shares how she was able to start an online apparel business with a small capital and how she grew it to a business that now earns seven figures monthly. 

With e-commerce flourishing in the years since the COVID-19 pandemic began, many Filipinos have taken the plunge and started their own online businesses. These days, there are numerous online businesses selling products ranging from food and beverages to apparel, personal care, and even home decor. 

Starting a business, even an online one, can be easier said than done, especially if starting capital is an issue. This is applicable to apparel businesses, particularly those that offer original pieces as they require a sizable capital for materials, labor, and other overhead costs. 

Despite this, it’s not impossible to start an online apparel business with minimal investment, and one mom who started her online business back in 2014 is proof of this.

For Mother’s Day this year, The Business Manual spoke to HTP Clothing founder and mom-of-four Ricca Del Rosario to find out how she was able to start her own online apparel business with minimal capital and grow it to a brand that now earns seven figures monthly. Believe it or not, the story of her business began with money that was stolen from her. 

Putting Up a Secondhand Apparel Shop 

HTP Clothing can trace its roots to a seemingly ordinary evening in March 2014. On that otherwise uneventful day, PHP 3,000 was stolen from Del Rosario, who was going to use the amount to buy milk and diapers for her baby.

Wanting to somehow get back the money she lost, the young mom came up with an idea to sell her own clothes online. To her complete surprise, she was sold out in just a day, and was able to earn the money she had lost. 

This gave her an idea to continue selling her secondhand clothes to earn some money. However, reality eventually came knocking. The clothes she was willing to sell eventually ran out. 

“When those ran out, I bought pre-loved clothes from my friends, added a small profit, and sold them online,” Del Rosario tells The Business Manual. “That was how I earned my first real income.” 

The supply from her friends eventually ran out, which led her to local and international tiangge or secondhand stores to source products to sell for HTP. The daily grind of having to source her products elsewhere and run her business proved to be very challenging for Del Rosario, who was a new mom at that time and had a full-time job.  

“I did everything for the business only after work while taking care of a newborn baby,” she shares. “I barely got any sleep during that time. I was doing the postings, packing, customer replies—everything—on my own. My husband would help after his work, but the day-to-day was still on me.”

Should You Put Up Your Own Secondhand Apparel Business?

This part of Del Rosario’s story shows that it is indeed possible to start an online apparel business with minimal investment. However, like any other business, it has its ups and downs. 

“When I was starting, I offered thrifted and secondhand pieces simply because that was all I could afford and it was readily available,” says Del Rosario. “One big advantage is you can start small and still earn. Plus, there’s always a market for it. People love finding good-quality, affordable, and unique pieces.” 

However, running a secondhand apparel business also has its fair share of challenges, especially when it comes to inventory as well as brand identity. 

“For one, the stocks are not consistent. Once a piece is sold, you can’t restock it, so customers can’t reorder the same item,” she points out. “It’s also harder to create a brand identity because you’re working with mixed styles and sizes.”

Given the downside to starting and running a secondhand apparel business, Del Rosario points out that the biggest advantage to it is “that you can begin with a small budget.” She also has the following tips for those who want to give it a go:

Curate Well 

For the HTP Clothing founder, you must select pieces that are appealing to your chosen target market. 

“Just because it’s pre-loved doesn’t mean it should look worn out,” she explains . “Choose quality pieces that are still stylish and wearable.”

Take Time to Present Your Items Nicely 

Good presentation is key even when it comes to apparel businesses. Del Rosario reminds aspiring entrepreneurs to take the time to iron and style the pieces for sale, as well as to take good photos. 

“Customers will see the value if you make the items look good,” she says.

Be Honest and Detailed in Your Descriptions 

Secondhand clothing can come with flaws, and this is something you should always be honest about. Be upfront with the quality of your products, and be truthful about how worn out the product is. 

Doing so is beneficial for your business as Del Rosario points out that “It builds trust and reduces returns or complaints.”

Move Fast and Restock Often

Trends change and competition grows. These should be more than enough to motivate you to keep your store fresh and updated. 

“Stocks are one-of-a-kind, so customers appreciate it when you’re consistent in posting and updating,” says Del Rosario. 

Build Your Identity Even with Secondhand 

While she did admit that building a brand identity as a secondhand shop can be a struggle, the HTP Clothing founder reminds, “Don’t just sell random pieces—develop a “look” or style your shop is known for.” 

Taking a Big Risk by Going Original and Exclusive

Given the small budget that comes with starting a secondhand apparel business, many entrepreneurs may opt to stick to this idea and just sustain their business. But what if you want to scale? Or what if you just really want to offer something fresh and original?

This was what pushed pushed del Rosario to step away from secondhand pieces to build what HTP Clothing is today—an online apparel brand that produces its own exclusive pieces. 

“As I went along, I realized I was offering the same things other sellers were offering, and it became hard to stand out. Customers would see similar items elsewhere, sometimes even at a lower price,” she says. “That really pushed me to think differently. I wanted people to come to HTP for something they couldn’t find anywhere else.”

“While thrifted pieces helped me start and survive, it was clear that for me to grow HTP into a brand, I had to transition into offering something more consistent, curated, and my own,” the mom-of-four adds. 

Despite not having the capital for big quantities of pieces, Del Rosario decided to take the risk, looking for a seamstress who could produce one design for her just in one size and one color. 

“It was a small start, but it was mine. That moment felt like a turning point. It wasn’t just about selling clothes anymore; it was about building something I could call my own,” she shares. “And thankfully, customers liked that first product. That gave me the courage to keep creating original pieces moving forward.”

Now that HTP Clothing is known for original, exclusive pieces, Del Rosario sees the advantages of making the shift. One huge advantage for her is that her new pieces helped set her brand apart from others in the market. 

“Customers know they can only get that specific item from you, which builds brand loyalty and trust,” she explains. “It also gives you more control over quality, sizing, and design—something I really value, especially since I want HTP to be known for timeless, high-quality, and practical pieces.”

She was also able to shape a brand identity for HTP Clothing, pointing out that “When you’re creating your own designs, you’re not just selling clothes—you’re telling a story that reflects your values.” 

Still, going this route also has its disadvantages. Production, in particular, can be a disadvantage as it takes time to create and produce original pieces. 

“Unlike ready-made pieces that you can simply choose and buy, creating something from scratch involves a full process—from sampling to revisions to actual production,” says Del Rosario. “That means it’s harder to meet demand quickly, and sometimes, we miss opportunities because the product just isn’t ready yet. In fashion, timing is also very important. We want to offer timeless pieces, yes, but we also have to be timely.” 

Highlighting how crucial being timely is, she adds, “When a style or need arises, you have to move fast—and with exclusive production, that’s not always possible. So while it gives you uniqueness and control, it also comes with delays, limitations, and higher risk.”

Should You Put Up Your Own Original Apparel Business?

Going for an apparel business that offers original and exclusive pieces comes with higher risks, but for those who want to give it a shot, Del Rosario offers the following tips:

Start Small and Exclusive

Even when it comes to offering original pieces, it is possible to start small.

“You don’t need a full collection,” Del Rosario points out. “Even one good design in one color and size can go a long way. That’s how I started.” 

Work With a Reliable Supplier or Seamstress

Now that production is part of the equation, it is important to find people you can trust to help make your product a reality. Del Rosario reminds that when it comes to this, “Communication, trust, and quality control are key.”

Be Prepared for Longer Lead Times

“Unlike thrifted items, you’re creating from scratch,” the HTP Clothing founder reminds. “So patience and planning ahead are important.”

It’s likewise important to be organized with scheduling so that the process will be smoother and free from delays, not just for you, but also for your clients.

Protect Your Pricing 

Pricing your items can be a daunting task. Are your prices competitive enough? Are you pricing fairly? Will customers find your pricing acceptable and even enticing? 

Despite these concerns, Del Rosario stresses the importance of pricing your pieces right. “Since your pieces are original, don’t be afraid to price them according to their value,” she explains. “You’re selling uniqueness and quality.”

Build a Brand, Not Just a Product

Having original and exclusive pieces will make it easier for you to build your own brand identity, and this is something you should take advantage of. Del Rosario reminds aspiring entrepreneurs to “Create a story around your pieces. Customers love to support brands with meaning, not just a pretty design.” 

Going and Staying Online With Your Business

One factor that frequently intimidates entrepreneurs when it comes to starting an apparel business is the idea of having a brick-and-mortar space. Not only is renting a space very costly, but there are also other expenses that come with having a physical store, including renovations and the addition of sales staff. 

Believe it or not, HTP Clothing has existed as an online business since 2014. While it is now available in ecommerce platforms such as Shopee and Lazada, Del Rosario actually grew her business on Instagram, where her brand is still active until today. 

For those who want to keep their business online, Del Rosario recommends treating your chosen platform “like your store, not just a gallery.”

“It’s not just about posting pretty pictures—it’s about selling,” she explains. “Always ask yourself: Will this post make someone want to buy? Keep your feed clean, cohesive, and updated, just like how you’d maintain a physical store.”

Del Rosario also recommends not to rely on just one platform alone. In her case, she chose to add other social media and ecommerce platforms. 

In addition, she advises entrepreneurs to “Find ways to bring your community beyond just social media.” 

Secondhand or Original? Which Way Should You Go? 

Whether you choose to go down the secondhand path or opt for original pieces, Del Rosario’s biggest tip for entrepreneurs starting an apparel business is to “start with what you have and where you are.” 

“You don’t need a huge capital or a perfect plan from the start—what matters is that you begin,” she points out.

Whichever way you choose to go, Del Rosario also reminds that “The most important thing is to stay consistent and honest.”

“Your business doesn’t need to be big from the start—it just needs to be real and moving,” the mom-of-four reminds. “That’s how HTP began, and that’s how it continues to grow.”