Trends come and go, but solid out-of-the-box ideas can create its own niche in the retail industry. Entrepreneur Shirley Enriquez has found hers when she decided to focus on a market overlooked by most retailers. In a society where slimness mostly has the upper hand, she has created a line that puts fuller-figured women in the spotlight.

While she was in college, Enriquez never thought she'd land in the fashion business. However, she has always had a natural flair for fashion and an eye for detail. Even as early as high school, she was already very particular about the outfits she wore to parties, finding designs close to what she had in mind to show to her mom's dressmaker to copy.

When she decided to put up a boutique soon after college, she wanted to offer stylish fashion options for full-figured women. Most other retail outlets had a limited plus-sized range, typically offering unfashionable, matronly pieces. She wanted to change the way the industry as well as consumers thought of plus-sized women. Thus, Maxine was born.

Upon her initial presentation of the concept to a department store, she was given six months to meet her quota. Despite her worries, she managed to do it in only two. The brand expanded quickly after that. It overcame challenges and economic downturns, but also met many pleasant surprises. Both Enriquez and Maxine emerged from it all stronger and wiser. After 18 years, it has grown to 15 branches and opened its first standalone store in Trinoma in 2007.

Enriquez's own style leans towards the classic, but with a twist. The designs of her boutique Maxine are a lot like that – chic and casual but with interesting details. Today, women of the more generous mold can be assured of finding apparel that not only suits them but exudes classy and contemporary style.

Enriquez shares that creativity is not the only key to surviving in such a competitive industry. It also helps to have a business sense that is street-smart and a passion for what one does. One also has to be able to think out of the box, to take risks and not to lean back on conventions. It is also her belief that one must take good care of the people who work for him or her and give back to society. Simple words that carry a lot of wisdom. These are the words that Shirley Enriquez lives by.