Cover Rustan's founder Gliceria "Glecy" Rustia-Tantoco with Bernard Lacoste in Paris
Rustan's founder Gliceria "Glecy" Rustia-Tantoco with Bernard Lacoste in Paris
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Seventy years since it opened its doors, Rustan’s remains faithful to its goal of bridging the gap between renowned international brands and Filipino consumers
“My grandparents wanted Rustan's to be the place where members of their community can have a delightful shopping experience. They were so ahead of their time, they were a couple with great taste, and they helped people discover their style and aesthetics,” Rustan’s president Bienvenido “Donnie” Tantoco III says of his grandparents.
It was in 1952 when husband and wife Bienvenido Tantoco Sr and Gliceria “Glecy” Rustia-Tantoco turned their humble San Marcelino living room into a store that merged service, taste and style. The store was named Rustan’s. Adhering closely and firmly to the three original core values, the store transformed into a brand that grew stronger through the decades.
Seventy of those decades have passed. True to the dream of its founders, Rustan’s is now a strong institution in the luxury retail industry as it continues to devote itself to bringing together international brands for local consumption. With luxe branches located in the Philippines’ key urban centres, the store has successfully built a reputation for refined service, amenities and exciting events.
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“They wanted their customers to be at peace, to find their way of expressing their creativity by means of clothes, the way they decorate their homes, entertain guests and giving very meaningful and not just expensive gifts,” Donnie discloses. “They wanted whatever the first-world consumers had in terms of brands, standards of retailing, best practices and experiences to be accessible to our customers. They raised such expectations deliberately to a level that only Rustan’s had the desire and capability to reach. They brought in the best of the world but infused the entire experience with the most exemplary and consistent version of Filipino hospitality.
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This year, Rustan’s celebrates 70 years of excellence by displaying historic moments in-store and online. Highlights include Glecy’s significant achievements: bringing an exclusive distribution of Lacoste to the country, being the first Filipina to licence Christian Dior, and opening the first Charriol boutique in the Philippines. Likewise, heart-warming customer stories showcase how Rustan’s takes the seemingly ordinary and makes it extraordinary through dedication to excellence in goods and service.
“Our 70th year is a celebration of treasured milestones and historical moments in time. It celebrates my grandmother, Glecy, who started Rustan's with the full support of my grandfather, Benny. We honour their true passion and appreciation of the finest items and brands from all over the globe, which we are able to share with our customers today,” shares Donnie.
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Through the years, Rustan’s has been committed to its goal to provide a store that serves as an extension of one’s home. This is why customers are invited to share their favourite Rustan’s moments over the years in this year's celebration to document their role in the brand’s continuing historic journey. The store further proves its dedication to providing only the best for its patrons by continuing to build spaces that cater to the evolving interests of Filipino society. Rustan’s Chairperson and Chief Executive Officer Zenaida “Nedy” R Tantoco reveals what’s in store for its flagship branch in Ayala Avenue.
“Seventy years ago, my mother Glecy had the vision to bring the most luxurious and exciting brands to the Philippines, something that had never been done before,” says Nedy. “Today, her legacy continues to live, and the boundaries she broke ensure that we will offer only the top brands, the finest products and the best service.”
“Rustan’s, our flagship store at the Makati Commercial Center on Ayala Avenue, is now undergoing renovation, designed by a British firm. The Beauty Hall will open in November of 2022,” she reveals. “After that, we will remodel the rest of the ground floor where a fresher, updated, exciting Men’s World will come to life. We will have a truly exciting men’s offering where you will find the best in Men’s fashion—young and vibrant labels like Faherty, Tailor Vintage and Knickerbocker,” she explains further.
According to Nedy, Rustan’s will also open a new world of “Co-Gender Boutiques” with brands like Bally, Coach, Hogan and Montblanc on the ground floor. “From the ground floor, we will go upwards floor by floor until we finish renovating the entire store,” she pictures. “We will reopen Galerie Bleue as part of our expansion. This was our Art Gallery from way back.
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So many exciting things are now happening here and abroad where art is concerned.” For Nedy, the unwavering patronage that Rustan’s continues to enjoy can largely be attributed to her mother. “We are who we are because of her, alongside our ever-loyal customers who are such an entwined part of our story,” she says.
If there’s anything time has taught Rustan’s, it is to be an establishment that reinvents and innovates every year. “Our goal is to create an experiential shopping environment for all our customers. Create a shopping experience like no other with the best service to match,” Nedy concludes.
The inspiring Rustan’s story may have started 70 years ago, but its vision stays the same: to serve better and create ever-lasting moments for the Filipinos.
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Jove holds a degree in Journalism and is currently pursuing graduate studies in Philosophy at the University of the Philippines–Diliman. She has flair for in-depth, interview-driven stories that explore politics and culture, shaped by her background in national broadsheets.
When she’s not on assignment, Jove spends her days painting, sipping lemonade, and walking her dog, Jupiter. She can often be seen in Escolta with a film camera in hand, browsing novelty shops in search of rare memorabilia. For leads, reach her at Jove@tatlerphilippines.com.
