Cover Foundress Gliceria "Glecy" Rustia Tantoco with Bernard Lacoste in Paris
Foundress Gliceria "Glecy" Rustia Tantoco with Bernard Lacoste in Paris
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Donnie Tantoco shares the values and lessons that fuel the beloved retailer, Rustan's
In many intricate ways, a lot of us Filipinos have grown up with Rustan’s—be it in the department store’s indispensable presence in life’s grandest occasions, or in the long-standing trust it has fostered to become a foremost choice for everyday luxuries. It goes without saying that Bienvenido “Donnie” Tantoco III’s insight into the brand has always been just a notch different. As the third-generation leader to helm the celebrated retail chain, his ambition to honour the legacy of his late grandparents and Rustan’s founders, Bienvenido “Benny” Tantoco Sr and Gliceria “Glecy” Rustia-Tantoco, was an undertaking ingrained early on.
See also: Seven Decades of Extraordinary: Rustan's Looks Back with Gratitude
“My grandparents started with such clear visions of how they wanted to be different and, more importantly, make a difference. From the very beginning, they imagined Rustan’s as a place where shopping is a pleasure,” relays the Rustan Commercial Corporation president. Thus truly more than an outlet where you could buy all the latest quality finds, the store undoubtedly rose to prominence for the unrivalled experience it delivers.
Upon walking into its doors, each moment is laden with the most genuine form of care that it continues to take pride in today. “As early as 1952, [my grandparents] were very intentional that shopping is an experience,” Tantoco shares. “They were a couple with great taste, and hence, people that were too busy and engrossed in their professions to discover their own style and aesthetic turned to my Lolo and Lola—and they were very happy to oblige. They brought in the best of the world but infused the entire experience with the finest and most consistent version of Filipino hospitality.”
Read more: How the Rustia-Tantoco Family Built And Maintains Its Retail Empire Rustan's
Above Gliceria Rustia-Tantoco and Bienvenido Tantoco Sr grace the formal opening of the Philippe Charriol Boutique at Greenbelt Mall in November 1996
Gliceria Rustia-Tantoco and Bienvenido Tantoco Sr grace the formal opening of the Philippe Charriol Boutique at Greenbelt Mall in November 1996
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Guided directly by the first and second generations of the brand’s leaders, Tantoco zeroes in on the value of upholding its heritage in order to achieve more astonishing feats. “My elders made Rustan’s evolve and continue to be a transforming and pioneering force in our market, in a way that was very connected and aligned with the vision of Lolo Benny and Lola Glecy,” he attests. He also mentions one of his grandparents’ core beliefs: that trust should remain the most important thing. “Trust is in and of itself the most important currency. They built trust with our customers, our employees, our partners, and fellow members of our community. You cannot succeed in a way that compromises trust. It will bite you later on, is what I learned from my Lolo Benny.”
While it is undoubtedly through the profound passion of its tastemakers that Rustan’s has become a household name over time, it is also because of this long-standing dedication to others that it crests 70 years with gratitude and humility at its core. “I think what we value most is the opportunity to continue to be of service. At the end of the day, our goal is to know our customers and to serve them in a manner that they will truly appreciate and cherish,” Tantoco states.
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Indeed, the success of the institution is grounded by its close-knit relationships with clients, which Tantoco considers as the company's reason for being. He says, “My Lolo Benny told me, ‘Rustan’s is known for quality. We must always be the retailer that brings quality to the lives of our customers.’ To deliver quality, we must have high-quality relationships with them. They must trust us and entrust to us jobs that need to be done, not only in single transactions but throughout their lives. It starts with really understanding, listening, and knowing them to the extent that they will feel we are their second family.”
Thus, its continuous growth can only be credited to an unwavering commitment to always go the extra mile. “My Lolo and Lola always asked this question: no matter how much we have done, what else can we do to improve or bring more joy to the lives of our clientele?” Tantoco remarks, adding that exploring tangible answers to this question is how he is personally a steward of his grandparents’ legacy. This brand of service is near-synonymous with remaining modest through it all. “How well we serve means that we can’t ever think we are already so good that we can’t improve, evolve, and learn.”
Above Tessa Prieto-Valdes attends the Rustan's Your Summer Escape Travel Fair in 2018
Above Criselda Lontok's Tea Party at Rustan's in 2019
Tessa Prieto-Valdes attends the Rustan's Your Summer Escape Travel Fair in 2018
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An unmatched eye for all things that exude class, elegance, and style is therefore an ever-continuous pursuit of sustaining a curiosity and passion in what creatively inspires their patrons. “A long time ago, my Lola Glecy felt that the world was Saint Honore, Hollywood, art galleries like the L’hermitage, the music of Vienna, the glassware of Murano, the opera of Italy, and the convergence of Chinese and Western culture as expressed in chinoiserie. When my Lola was in her prime, she deeply understood the life, ethos, and the aesthetic sensibility of icons like Coco Chanel and Diane Von Furstenberg,” Tantoco enthuses about his grandmother, Glecy, who was also the first to recognise local talent like Budji Layug among others.
Consistently driven by her compelling influence, he reiterates, “We have to continue to live and immerse ourselves in the intersection between these worlds and the aspirational lifestyles of our customers. Making the alchemy of all these become a frictionless experience is what will keep us adding value and contributing to the wellness and well-being of the customers we serve.”
More from Tatler: Life Lessons: Donnie Tantoco, Tim Yap And More Create Letters For Their Younger Self
Gliceria Rustia-Tantoco and Bienvenido Tantoco Sr with Karl Lagerfeld in the 1980s
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With a resilient commitment to both the company’s history and future, Tantoco himself is an exemplar of the Rustan’s story, one that may have begun seven decades ago but continues on with the same passions and values ablaze. Among numerous festivities for its anniversary, the retailer invites avid shoppers to take part in a ‘your story is our story’ campaign by sharing their experiences of the brand, from everyday stories to momentous ones.
Alongside the refurbishment of the flagship store in Makati, the month-long celebration of exclusive promotions and offers is further culminated in an online anniversary sale at Rustans.com this August 27 and 28, which is at once a testament to the strides the company is concurrently making towards a more digitised future. Tantoco elucidates how, “Our customers can expect the journey, service, convenience, and bespoke, very thoughtful approach of Rustan’s to be both physical and digital. [Through this,] we will maintain the human touch, the person-to-person relationship we are known for, on a larger scale.”
Lastly, he takes it home with a nod to the loyal community who have unequivocally lent their confidence and support over the years. “Thank you very much for giving us the opportunity to know you, and from knowing you, to serving you all these years. Thank you for trusting us and letting us have a role in making your lives better in our own Rustan’s way.”
Check out Rustan's Department Store’s anniversary offers in-store and online at rustans.com. For more information, make sure to follow RustansPH on Instagram and Facebook, or join the Rustan’s LIVE Viber Community by clicking here.
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