The Aldeguer name has long held a prominent place in Cebuano business, yet Andrea Alessandra Aldeguer is determined to redefine that legacy for a new generation. She is not simply stepping into a role—she is carving a distinct path of her own.
Aldeguer serves as the brand director of The Islands Group, steering the province’s most iconic souvenir brand. She is also the founder of Better Food Market, where she leads by inspiring a healthier lifestyle for everyone.
Growing up in a passionate family and working alongside strong personalities, Aldeguer shares that she deeply admires her mother’s calm and graceful leadership of their food division. Her mother’s approach taught her a vital lesson: a leader can be incredibly effective without the need to dominate a room.
“My mom and I have very different personalities. But my mom—who served as our EVP for many years and is now the President of our food division—has never once raised her voice, even in the most heated debates in the 21 years she’s been with the company, staying composed under pressure and simply focusing on getting things done,” she said. “Watching her lead has been a powerful reminder that strength in leadership can also come from patience, composure, and quiet confidence.”
Island Souvenir as an Inclusive Space for Women
At Islands Souvenirs, inclusion is not just a policy, it is the foundation of everything they do. Aldeguer notes that with women making up about 90% of their executive and management committees, the company culture is one where women’s voices have always been heard, respected, and trusted in leadership. With this, growth into leadership roles has never really been a barrier within the Islands family.
Moreover, leadership roles often come with high-pressure environments. While women consistently thrive in these roles, she believes it is vital to acknowledge the unique seasons of a woman’s life.
Whether it is the journey through pregnancy or the transition into motherhood, she advocates for a “back-end” support system that actually means something—moving beyond basic compliance toward flexible policies and meaningful leave that truly hold space for a woman’s life outside the office.
“For us, true inclusion means pairing opportunity with support: empowering women to lead while also creating systems that acknowledge and support the realities of their lives, allowing them to succeed sustainably both professionally and personally,” Aldeguer said.
Overcoming Challenges as A Woman
Aldeguer also shared that she noticed men often approach decisions aggressively, while women tend to think thoroughly and value stability, consistency, and security. This, she said, sometimes makes it feel like the people who move fastest are the ones who win in a fast-moving environment.
But she worked on this mindset over time, realizing that what she once saw as a weakness was actually a strength. She said taking time to think things through helped her gain clarity around decisions. Instead of chasing every exciting opportunity, she learned to step back and ask herself harder questions like, “Does this align with our long-term vision? Is it scalable? What are the real risks?”
“I sometimes wondered if I was being too cautious—if I had spent more time thinking than actually just doing. And what I once thought was my biggest weakness has ultimately become one of the strongest assets I bring to our company,” she said.
Still, Aldeguer admitted that there are moments to take bold leaps. She has learned that calculating risk, refining big ideas, and reframing strategies thoughtfully can be a huge advantage when scaling a business.
When asked what advice she would give to women who are still finding their voice and figuring out their potential, her message is simple, encouraging, and bold.
“Be intentional about building your competence and credibility. As much as we live in a more progressive society where women are increasingly empowered, women can still be underestimated at times. So equip yourself through education, preparation, and truly understanding the business you’re in—not to seek approval from anyone else, but because you owe it to yourself and your own growth to be as capable and knowledgeable as you can be – know your numbers, understand the details, prepare well for meetings, and don’t be afraid to ask questions when you don’t know something.”
She added, “Stay curious. Educate yourself not only about your industry, but also about what’s happening in the world around you. The more informed you are, the more confidently you can contribute to conversations, make decisions, and bring meaningful perspectives to the table. If you’re given a seat at the table, take it and don’t feel the need to shrink yourself in that space. When women step into leadership with confidence and authenticity, it not only strengthens the organizations they’re part of, but it also creates more space for other women to rise alongside them.”
