From Beauty Queen to Dream Queen: Samantha Bernardo's Entrepreneurial Journey

Achieving one dream to the next, Samantha Bernardo is an unstoppable force.

Making waves on the runway with her undeniable beauty and confidence, the Miss Grand International 2020 1st Runner-up is now channeling every lesson she has learned from the glamorous worlds of pageantry and showbiz to her entrepreneurial journey as the founder of the sleepwear apparel line, Dream Queen Apparel.

“Discipline is the key talaga in achieving everything that you want in life,” Samantha notes. “Just be confident in whatever you want to achieve. Some people will say a lot of things, but in the end, it’s the true you that will matter. It is you, the true you, that will shine.” 

From Beauty Queen to Dream Queen

For Samantha, the road to success wasn’t at all glitz and glam. Before she dazzled audiences as a beauty queen, Samantha weathered significant financial challenges.

"People don’t know that I used to be a hotelier," Samantha recalls, reflecting on how far she’s come. "When my dad died, we owed a lot of debt. I also worked as an OFW, and that really gave me the opportunity to go back here in the Philippines.”

Following her father's passing, Samantha stepped into the role of the family’s breadwinner. Reflecting on this period, she recognizes it as a pivotal moment that emphasized the importance of preparing for life’s uncertainties, including the need to be insured. Despite the challenges she faced, it was through her grit and determination that she opened up new doors. Aside from her stint as a beauty queen, she also ventured into the media industry as a TV personality and a professional model.

However, the unpredictability of the pageant and showbiz scenes, amplified by the onset of the COVID-19 pandemic, pushed Samantha to explore new horizons. "Our industry, especially during the pandemic, was not stable," she said. 

Faced with uncertainty, she took a leap of faith, channeling her love for fashion and her entrepreneurial spirit into a new venture. It was during this challenging period that Samantha unveiled Dream Queen Apparel—a sleepwear brand designed to provide stylish and comfortable sleepwear for women and uplift Filipino sewers by providing them with sustainable livelihoods.

Making Dream Queen Apparel a Reality

In 2020, armed with just P5,000 and a dream, Dream Queen Apparel came to life. Despite the hurdles posed by the pandemic, Samantha's brainchild thrived.

“In two months, I sold over 200 pieces of sleepwear. Because everyone’s staying at home, I created stylish attire that they can wear in the daytime while having their coffee or work meetings and at night while having their gatherings or just getting ready for bedtime. Parang naging ganoon ‘yong idea ng business. It’s all about being chic and comfortable at home anytime,” Samantha detailed.

Samantha's vision for the brand is centered on blending comfort, class, and affordability. The brand invites customers to treat themselves like royalty with Filipino-made and mindfully crafted pieces that celebrate their femininity. But just like Sam herself, there's more to Dream Queen Apparel than meets the eye. With every purchase, 10% of the proceeds go straight to malaria volunteers in Palawan.

As Dream Queen Apparel continues to grow, Samantha’s vision is for it to be more than just a brand—more than just a business. Rooted in kindness, empowerment, and a sprinkle of sass, it’s her way of spreading a little love and comfort in a world that could always use more of both.

Financial Management Practices for Business Sustainability

Samantha Bernardo’s path to financial freedom and business success has always hinged on her dedication to smart financial planning. Drawing from challenges she has experienced and with the help of her Sun Life Advisor, she adopted the LEGS approach— Liquidity, Emergency Funds, Growth, and Sustainability—as her guiding financial principles.

Liquidity

Liquidity was Samantha’s starting point. She knew she needed to have funds readily available to cover day-to-day expenses and unforeseen costs. This approach allowed her to launch Dream Queen Apparel with just P5,000 and handle cash flow effectively as she navigated the early stages of her business.

Emergency Funds

Samantha understood the importance of preparing for the unexpected, especially after experiencing personal financial hardships. Building an emergency fund became a priority. This financial cushion gave her peace of mind and stability during uncertain times.

Growth

With a solid foundation in liquidity and emergency funds, Samantha can now focus on making Dream Queen Apparel grow and thrive. This includes improving her marketing strategies and expanding her product line to meet customer demand. Focusing on growth ensures that her brand continues to evolve and stay competitive in the market.

Sustainability

Beyond immediate gains, Samantha also looks at long-term stability and responsible growth. This involves making business decisions that ensure profitability and support her broader mission. For instance, Samantha’s commitment to supporting Filipino sewers and donating a portion of the proceeds to malaria volunteers highlights her dedication to sustainable and ethical business practices.

Bright Financial Tips from Samantha

From facing financial struggles to now owning a flourishing business, Samantha Bernardo’s story is filled with invaluable lessons. Her experience shows how smart planning and strategic decisions can turn challenges into opportunities.

Here are some key takeaways from Samantha's financial journey that can help anyone looking to achieve financial stability and business success: 

1. Start with a financial plan.

Samantha faced debt and an unstable income but managed to stabilize her finances through careful planning and insurance.

“It’s really about financial planning first before anything else. Because you cannot achieve anything in life, or even your financial goals, without financial planning,” Samantha explained.

She kept track of her income and expenses, set financial goals, and ensured she had insurance to protect against unexpected events. Her story highlights the importance of having a comprehensive plan to manage debts and secure a stable financial future.

2. Create multiple sources of income.

Samantha kept a healthy cash flow and diversified her income streams, investing in both her business and personal savings.

By reinvesting profits into her business and saving for personal needs, she created a financial buffer that helped her handle economic challenges. She also explored different ways to earn money—like setting up her business and becoming a TV personality—to avoid relying on just one income source.

“So, having a backup plan and exploring a lot of options for your career will be best. You know, one thing I’ve learned during the pandemic is that we can always evolve as people. This year I am a beauty queen, I’m a TV host, I’m a personality. Next year, I can be an entrepreneur!”

3. Prepare for risks and uncertainties.

Samantha identified and managed financial risks, keeping a close eye on her cash flow during the pandemic to protect her business and personal finances. She avoided unnecessary expenses and kept an emergency fund to cover unexpected costs.

This proactive approach helped her sustain her business and personal finances during uncertain times, ensuring she could continue to support herself, her team, and her mission.

“If there would be another pandemic, I wouldn't feel worried. I know I can sustain my business and my personal needs in the next five years. And I've been able to achieve this because of Sun Life.”

4. Seek professional advice.

“Take it from my experience: talk to your financial advisor as early as now,” Samantha shares.

She emphasizes consulting financial advisors to ensure informed and strategic financial planning. Working with a Sun Life Advisor, Samantha gained insights into effective financial management, investment strategies, and risk mitigation. She encourages others to seek professional advice to create tailored financial plans that align with their goals and circumstances. 

Dreams in Action

“Don’t be scared to evolve, step out of your comfort zone and learn a lot of things. Take each day as a learning process for you. If you experience a downfall, then just get up and do it again. I hope my life story inspires you to realize that life is not always about winning and we define our own win. If I can achieve it, so can you, perhaps even better,” Samantha encourages.

Samantha Bernardo’s success with her career as a beauty queen and her determination to create Dream Queen Apparel show us that with the right mindset, strategic planning, and a commitment to giving back, it's possible to overcome challenges and achieve financial stability and business success. Her story encourages us to embrace our dreams, plan wisely, and turn our obstacles into stepping stones toward a brighter future.

Inspired by Samantha Bernardo’s story and want to take the next step? Connect with a Sun Life Advisor or visit bit.ly/entrepfinancialplan to begin your path towards financial freedom and independence today!