Cover JB Woodcraft co-founder Myrna Bituin has become a luminary of the Philippine furniture industry (Photo: Courtesy of JB Woodcraft)
JB Woodcraft co-founder Myrna Bituin has become a luminary of the Philippine furniture industry (Photo: Courtesy of JB Woodcraft)
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The country’s craftsmen and artisans, represented by fearless champions like JB Woodcraft matriarch Myrna Bituin, reinstate the place of heritage and intricate detailing in the modern world
Humans have always been products of their environments and histories—a fact that illustrates the generations of artisans originating from Pampanga. Growing up amongst exquisite old-world churches and heritage houses, many of which are remnants of the Spanish colonial period, the Capampangan have taken up and fostered a tradition of craftsmanship that is passed down through generations, with fathers teaching their sons the ways of woodcarving and sculpting santos (religious statues) and retablos (ornate altarpieces).
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The youngest son of a billiard maker from the Betis district of Guagua, Jose C Bituin was among those who were raised in this very world. “[Betis] is a place that is abundant in craftsmanship, a hub of furniture-makers,” says his wife, Myrna. In 1972, the couple founded JB Woodcraft, a manufacturing business that specialises in custom, hand-carved pieces. They have since grown their company to create three other high-end furniture businesses, including the highly regarded Betis Crafts Inc, and have become renowned for their intricate carving and gold leaf finishing techniques.
The family matriarch recounts a bit of their history. In the Seventies, their first clients were the American soldiers stationed in Clark and Subic, who would shop for local handicrafts to bring home. With a little help from the Center for International Trade Expositions and Missions (Citem), their exceptional craftsmanship caught the attention of international buyers at a trade show in 1986, leading to collaborations with American furniture manufacturers that helped them refine their craftsmen’s techniques further. Over the years and across satellite factories in two provinces, JB Woodcraft developed an extensive catalogue of furniture, décor and architectural detailing, catering to clients in the Middle East, the United Kingdom and the United States.
Above A mirror finished in gold leaf by JB Woodcraft (Photo: Courtesy of JB Woodcraft)
Above Castiliogne vitrine cabinet by JB Woodcraft (Photo: Courtesy of JB Woodcraft)
A mirror finished in gold leaf by JB Woodcraft (Photo: Courtesy of JB Woodcraft)
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It seemed though that, as swiftly as they gained a global audience, Filipinos were increasingly embracing global trends and modernism. The world was moving towards evidently simpler, more minimalist designs, favouring function and convenience. The ease of investing in mass-produced goods, vis-àvis the time and labour it took to make ornate and handcrafted pieces, was significant. But Myrna and her family were determined to keep their traditions alive. It’s what they’ve been doing for decades, after all.
Myrna recalls the eruption of Mount Pinatubo in 1991—a tragedy that reduced all factories in Pampanga to rubble. But they found hope in the face of it. Forced to start from scratch, they partnered with the Department of Social Welfare and Development to welcome the fisher folk in Guagua and train them in the art of carving. They also took in the sons of farmers in Concepcion, training them through the assistance of the Department of Trade and Industry. Myrna adds, “Until today, they are our senior carvers.”
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Many carvers retire each year, and there’s no guarantee that the next generation will continue the job. Myrna also shares that, while it is good the furniture industry as a whole has been able to penetrate new markets, the need for more workers has likewise increased. The Bituin family recognises the role they must play in this. They have successfully endeavoured to aid the children of their companies’ workers in pursuing an education, and are simultaneously collaborating with the Technical Education and Skills Development Authority, Department of Science and Technology and state universities to carry out woodcarving programmes across their institutions.
Above A craftsman at work (Photo: Courtesy of JB Woodcraft)
Above Carved details (Photo: Courtesy of JB Woodcraft)
A craftsman at work (Photo: Courtesy of JB Woodcraft)
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Recognising the growing appreciation for maximalist styles like baroque and rococo once more, Myrna believes they can add elegance to modern homes through careful integration—that mere details and finishes can make a big difference. Indeed, her steadfast belief in tradition is a compelling force. The family’s companies continue to thrive, and their shared passion for handiwork has helped keep the industry alive. Together, they ensure that ornate beauty and craftsmanship endure for centuries to come.
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Trained as a student journalist, Mac’s knack for writing was a serendipitous discovery. Years later and she can’t imagine doing anything else. When she isn’t typing away on a story, she revels in being lost in a new city, revisiting a cosy film or sitcom, and idling away with her dogs.
