Edda Joyce Garcia, a tropical soul at heart, has called Shanghai home since 2010. She is the founder of ESTILO – a bespoke, eco-conscious space styling agency.
Edda Joyce Garcia is the founder of ESTILO – a bespoke, eco-conscious space styling agency.
Before we talk about your company ESTILO, would you please introduce yourself?
My name is Edda Joyce Garcia, born in Kalibo, the gateway to the breathtaking beaches of Boracay, and grew up in Manila. Since moving to Shanghai in 2010, this vibrant city has become my home. I'm a proud mother to my wonderful daughter, Philippa, and the founder of ESTILO – a bespoke, eco-conscious space styling agency where we specialize in events, interior and exterior makeovers, seasonal decorations, tablescaping, visual displays, and transformation of any space you can imagine.
Edda shows off her picnic brunch styling project at Florentia Village Shanghai.
Edda created a fabric pattern design and booth display for Janne Haus at the Hotel Expo in 2021.
Why, after living in Shanghai for a few years, did you decide to strike out on your own to build up your own brand?
It all started while planning my daughter's 2nd birthday party. I was deep into online shopping for single-use decorations, even looking for more balloons, when I stumbled upon an article about embracing a zero-waste lifestyle. It felt like a sign waiting for me to notice, and the first tip that caught my attention was, "Say no to balloons."
It hit me – why was I spending money on things that would end up in the trash? That realization sparked a new direction, igniting my passion for creating a sustainable, eco-conscious approach to celebrations. From that moment, ESTILO was born.
In 2020, a year of transformation, I took the leap to make ESTILO my full-time commitment. What started as a passion project alongside my career in travel has blossomed into the business I'd always dreamed of.
Edda created tablescaping for fashion brand Charlotta Gandolfo's new collection livestreaming event.
Edda collaborated with Chef's Table at Tomatito for a Filipino brunch special with Jamie Pea.
What makes Shanghai's business environment so remarkable?
The community here is incredible – so supportive and open. Everyone's ready to share, connect and show genuine interest in each other's work. It's amazing how a simple conversation can spark inspiration and lead to greater things.
What were you trying to bring to the local community?
We've grown used to things being quick, easy and cheap – but this convenience often comes at a significant cost to our planet. Somewhere along the way, we lost touch with mindfulness. I realized I could make a difference by offering an alternative. Today, I channel my passion for creating beautiful spaces into a commitment to eco-friendly practices, inspiring others to make mindful choices along the way.
Interior styling for a home makeover at Shanghai Centre on Nanjing Rd W.
What are the biggest challenges setting up a business here?
Registering my own company was fairly easy. The challenging part is keeping up with the policies as they change quite often.
How do you stay motivated?
My motivation comes from one place: my daughter. She is my one and only, my forever love – I tell her this every night when I put her to bed. Whenever I feel like giving up, just thinking of her reminds me why I need to keep going. In that sense, she has a kind of power over me, giving me strength and purpose, even on the toughest days.
Edda is a proud mother to her daughter, Philippa, who gives her strength and purpose, even on the toughest days.
What was the moment made you most proud?
It is the moment when a client tells me I've done a great job and they come back for repeat business. May sound very simple but to me it is everything!
What are you working on?
I'm buried under a flurry of holiday installations, styling projects, and even a virtual home makeover for a client in Hong Kong.
Who is a female-role model who inspires you?
I only knew her for 13 years, but in that short time, my mother taught me so much. She was the most elegant, stylish, poised, intelligent, and resilient person I've ever known. No matter what life threw her way, she always held her head high. She also inspired my mission to live long enough to see my own daughter grow and experience life to the fullest. I want to be there for her, for as long as possible.
Do you have any advice for women entrepreneurs?
One insight that truly resonated with me during a branding talk was: 'Not everyone will love you, but treasure those who do.' Another valuable lesson was to embrace that anything – even a business concept – can be copied. What sets you apart are the relationships you've built and the authenticity of the story you share.