Filipino-American Entrepreneur Ventures Into Film-Making
LOS ANGELES, California—Filipino-American entrepreneur and award-winning author Celeste Friedman has decided to diversify into filmmaking business and produced a romantic dramedy titled, “Love and Karma”, for the recently-concluded 11th Asian World Film Festival (AWFF).
Friedman, in an article at Rich Girl Network TV, said the plot of “Love and Karma” is based on her award-winning book, “Butterfly”, which introduced audiences to a heartfelt story of personal transformation and finding hope.
In photo: Celeste Friedman/Photo by Richard Dizon
“It also explored second chances and the unexpected paths that lead us home,” she said.
Last November 16, 2025, “Love and Karma” celebrated its world premiere at the AWFF held at the Culver Theater in Culver City. “Love and Karma” follows Alessa (Belinda Panelo), a worldly, top-producing real estate agent at the height of her career. Though successful by every measure, she finds herself longing for something more. Fresh off a tumultuous divorce, she returns to the Philippines to attend her school reunion. What begins as a homecoming quickly changes. It transforms into a whirlwind of romance and reconnection. This happens when she reunites with a childhood friend (Jojo Riguerra). Their unexpected bond sends Alessa on a journey of passion, healing, and rediscovery. Some cast members attending the world premiere were Jojo Riguerra, Belinda Panelo, Bai Ling, and Nathalia Bilboa.
Before the screening, Friedman also hosted a private pre-reception for the cast and VIP guests at Manila Inasal, which showcased a modern Filipino cuisine including a beautifully curated selection of hors d’oeuvres and dessert.
In photo: Angela Rodriguez, Charlotte Faieta, Jada Lee, Celeste Friedman, Amelia Arabe, Irene Formentera. Photo by Richard Dizon
To offer a glimpse of her style, Friedman also invited models, including Miss Philippines USA (MPUSA) Sofia Mendiola, MPUSA-Young 2nd Runner-up Charlotte Faieta,and Irene Alawi, to display several garments she wears when traveling. You can see more on Instagram @mybontika and on Bontika.com.
The evening welcomed several distinguished guests. This included Academy Award nominee Eric Roberts and his wife, Eliza Roberts, an actress, casting director, and acting coach. Other celebrity attendees included Larry Namer, Founder of E! Entertainment, singer Monica Nia, and comedian Cat Ce. Others were Mark Labella, writer, producer, and actor; actress Charis Michelson; and Infolist founder Jeff Gund.
Friedman is a visionary whose career spans real estate, retail, technology, publishing, fashion, and film. She started her professional journey in residential real estate in 1986. Then she moved into shopping center leasing. There, she developed a talent for transforming spaces into thriving community anchors.
Her lifelong love of fashion began when she learned to sew at age 12. This passion led her to open boutique shops. Eventually, she established her lifestyle brand, Bontika.
She was inspired by her travels to Bali, the Philippines, India, and Thailand. She founded Bontika in 2000. In 2020, she relaunched it with a new line of reversible apparel influenced by her global experiences.
As CEO of Bontika Films LLC, she produces stories rooted in resilience and second chances. Additionally, as co-founder of InfoWebUSA Technologies, she explores innovative digital innovations. A dedicated pianist since childhood, she continues to draw inspiration from music in every chapter of her creative life. Celeste has embarked on a mission to help others. She is offering two upcoming six-week courses: From Light to Loss and From Brokenness to Boldness.
Born in Pasay City and raised in Cebu, Friedman’s journey has taken her from the Philippines to Ethiopia. She ultimately reached the United States. These experiences shaped her deep appreciation for culture, travel, and storytelling.
Across her many ventures, she remains a builder, a creator, and a believer in possibility. “Success isn’t about choosing a single path—it’s about embracing every one that calls to you,” she said.
