FASHION-forward young moms Cherylyn "Che" Chiong-Uy and Bai Zaphria "Pia" Zaphra-Lu were introduced to each other by a common friend a few years ago.

Soon after, Che and Pia became the best of friends. "Pia and I just clicked!" discloses Che.

Che is the self-confessed style setter who loves to dress up, play with colors and pile up on accessories. "But I still stick to elegant and classic pieces that never run out of style. On the other hand, Pia is more of the conservative side. She's a minimalist who is usually in her jeans and tops", describes Che.

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The BFFs may differ in their choice of fashion but when it comes to bags, they definitely have the same chic taste.

"Yearly, we travel out of the country by ourselves without our husbands. Through our trips, we're exposed to what's new in the market especially with leather goods because both of us love shoes and bags. Also, through the internet and fashion magazines, we get our individual fashion sense," said Pia.

Due to their love for fashion, it was not hard for their businessmen husbands Dennis Uy and Wilson Lu to convince their wives to take their passion a step further.

"We wanted to bring well-loved brands to the city and share it with our fellow Dabawenyos who are bagaholics but don't have the time to travel. That's why after 2 years of planning, we opened our luxury boutique," explains Che.

Rue Chephri is a high end luxury boutique that caters to both the young and old. The name "rue" means "avenue" in French and "Chephri" comes from the names Cherylyn and Zaphria.

The boutique carries bags, wallets, belts, eyewear and shoes from posh brands such as Hermes, Chanel, Louis Vuitton, YSL, Balenciaga, Prada, Gucci, Chloe, Longchamp, among others. Rue Chephri also has a wide array of designer perfumes; Atelier Debbie Co dresses, tops and gowns; and Ralph Lauren apparel and shoes for kids.

"We guarantee that all our merchandises are authentic," affirms Pia.

During Rue Chephri's grand opening last month, Che and Pia invited Davao's ‘power women,’ namely Helen Lim, Rochelle del Rosario, Jean Gotianse and Dr. Amy Oropeza, to do the unveiling of the boutique.

Other guests who graced the event were Cathy Bangayan, Gatchi and Larcy Gatchalian, Raffy and Carmina del Rosario, Jehnnie Yeung, Jhoanna Alpapara, Michelle Chiong, Ruben and Carmelita Chiong, Bryann and Blessing Uy, Joji and Linda Chiong, Nikki Tan, Bianca Uy, Stephanie Ong, Vanessa Ong, Len Bosquit and Debbie Uy, among others.

Che announces that Rue Chephri will have more brands to carry, both international and local, pretty soon. Eventually, the boutique will likewise accept consignment, trade-in, and lay-away transactions.

Che and Pia confess that the secret to their long lasting friendship are honesty, trust and respect.

"Every time we're together, there's never a dull moment. Ups and downs, we've been there. We treasure each other that's why we fix things together the soonest," reveals Che.

For the dynamic duo, the essential foundation for their friendship will also certainly be the secret to their business' smashing success.

Rue Chephri offers installment plan at 0 percent Interest. All major credit cards are accepted. It is located at Door 2, Delgar Commercial Complex, JP Laurel Avenue beside Phoenix Station, Bajada, Davao City. Telephone numbers: 227-4678 and (0939)3026111.

Open from Mondays to Saturdays from 10am-7pm. Log on to Rue Chephri's Facebook account to view their latest collections.

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