Business ownership, like love, is a many splendored-thing. It takes commitment, trust, and patience in the process of growing a love that started from the first inspiration.

And just like being in a relationship, there are challenges and risks one must overcome to make a business flourish. But with the right amount of support, every business, whether it be big or small, is sure to take off and succeed in no time– like these 9 Micro, Small, and Medium Enterprises (MSMEs) who found love in the sweetest form at SM Supermalls.

“SM Supermalls makes us feel important,” said Chiqui O. Barretto, owner and franchisor of Wrap It Up Specialty Stores. “They’ve been helpful to us by offering Wrap It Up seasonal cart exhibits on special occasions in their malls nationwide.”


Wrap It Up has been in the industry for two decades already, with its first permanent space at the SM Mall of Asia in 2006. In 2010, Wrap It Up Calamba was born and has been the top branch among the specialty stores. 

The specialty store has diversified its services from basic and simple gift-wrapping services to balloon arrangements, chocolate and bear bouquets, and in-house event styling. And this Valentine’s Day, they’re offering new balloon, stuffed bear, and chocolate bouquet designs, as well as imported flowers made of soap and fossilized leaves.


Czaczacza Cafe offers a unique taste of desserts and cakes with free flowers. It is the owner’s second brand in SM malls after opening years ago– a brand that has extended help to the local avocado farmers in the country. 

For Czaczacza Cafe owner, Chef Czarina Jagto-Sevilla, offering good and viable locations in SM malls, as well as event invitations for seasonal activities, have been really helpful in her business.

“It’s an honor to be a merchant partner of the leading mall in the country and I appreciate SM Supermalls because first, they acknowledge our products; second, we get to expand our business through leasing referrals; and lastly, we get to touch base with millions of their shoppers nationwide by being their partner,” added Chef Sevilla.


Being an SM partner helped Cordero grow her flower shop and create more products like their famous chocolate bouquets.

From being a store owner in Dangwa, Red Beri Flower Shop owner Lea Cordero took a leap of faith when she had to open a stall in SM. “At first I was doubtful if I’d be able to sell a lot of flowers in SM. But all my fears were eased when I saw how much people loved our flowers on our first day here.”

She started small, but now she’s been part of every pop-up event in SM Cherry Antipolo, SM Center Angono, and SM City East Ortigas.


By being one of the pop-up store partners of SM, Dadis shared that this is a huge platform to showcase his products and be known to all of Davaoenos. Through this opportunity, he can let others know that delicious, fresh, and affordable French macarons are available in town daily.

Down south, Macaron PH owner, Raul Q. Dadis Jr. immediately grabbed the opportunity to be part of SM Lanang’s Sweet A-fairs booth as “it’s somewhat of a dream for me to have little space in SM.”

“Being tapped as one of the merchants for this year's Valentine’s pop-up event is by far the sweetest treat for me. Also, the connections and the impact of being here and having a pop-up store will open many doors of opportunities for us and our business,” Dadis, Jr. furthered.


Doughmain’s first permanent store in SM Megamall has allowed Nancho to share her love for doughnuts with a much bigger market. And this Valentine’s Day, Doughmain is making it extra special with their Valentine Bundles which is a mix of their classic and Valentine flavors.

For Joan Nancho, founder of Doughmain, a gourmet doughnut shop offering handcrafted brioche doughnuts and sweet treats, the sweetest treat in becoming an SM partner is being able to spread love and joy through their doughnuts to people.

“At Doughmain, we put a lot of love and attention into making every handcrafted doughnut. Through SM Supermalls, we are able to offer our homemade doughnuts to some of the biggest malls in Metro Manila. This has greatly helped us increase brand awareness and at the same time improve our online presence through SM Malls Online,” she said. 


This Valentine's, Gelato Manila is coming out with a healthy and delicious line of vegan/non-dairy flavors which is a perfect gift for someone you care for and love. 

First-time pop-up event participant Zarah Manikan, owner of Gelato Manila, is looking forward to meeting the mall-goers at the Podium after being in SM Megamall for quite some time.

“Just the fact that it's our first ‘date’ with SM, it's a sweet moment for us at Gelato Manila. SM has been giving every brand, including us, an opportunity to be seen and experienced by its patrons. And we are just so thrilled to grow more and introduce our brand to new customers in Metro Manila,” Manikan said. 


Love is for everyone. This is why Vanitea Cafè is offering special promos for those who are taken, single, and especially those who are brokenhearted.

Turning her construction business into a food business was unplanned. But thanks to SM, Ma. Evangeline Mellano’s dream to have a franchising business came true and Vanitea Cafè was born in SM Tuguegarao. 

“Being here at SM enabled us to introduce our products to my fellow Cagayano and let them experience quality food and drinks at an affordable price. The appreciation, compliments, and smiles that our customers give us are the sweetest treats that we receive as an SM merchant partner,” Mellano stated.


Aside from giving out birthday cakes, Ruthie’s Custom Cakes & Party Needs wants to share as well the love to SM shoppers by giving out free cakes on Valentine’s Day by simply posting selfies and tagging them and SM Center Pulilan.

But unlike others who started with a definite plan, Ruth Rubiano started with a “what if?” and her curiosity and willingness to join the Valentine’s Pop Up.

“Every time I see posts from social media related to SM Pulilan happenings, it has always been my dream to be part of the mall, selling my baked sweet goodies,” shared Rubiano who is now the owner of Ruthie’s Custom Cakes & Party Needs. “From impossible to possible! I am just a small proprietor but SM encourages us to do more. SM gave us the chance to promote and is helping us to grow.”


Goo Cookies, the cookie store started by the young sister-duo during the peak of the pandemic has now already sold hundreds of cookies every day. 

Meanwhile, sisters Patricia and Peninna Bernabe didn’t expect that what they started during the pandemic would grow into something that people would love. 

“It was hard at first to get our footing in the food industry, especially during the pandemic. But with the right product and good marketing, we were able to stand out and be named ‘Levain in Manila’.”

As they join their first pop-up event in SM Megamall at the Sweet A-fair booths, the Bernabe sisters are looking forward to establishing their permanent store at SM Supermalls.

Who needs flowers when you have a partner who will support you all the way? These MSME owners at SM proved that with enough TLC, they too, can dream bigger and take their business to the next level. 

For more sweet V-day updates, visit or follow @smsupermalls on social media.