aving no predetermined travel agenda for the weekend, I decided to exploit local points of interest instead so I tagged along with my friend Russel. He and Henry had scheduled a photoshoot for The New Susing’s Guitar brochure. We headed to Baranggay Pajac in Mactan Island which is known as the guitar-making district in these parts. The afternoon turned out to be an impromptu tandem project on the guitar-making industry in Cebu featuring one of the original makers of world-class quality guitars, Susing’s Guitar.
The guitar-making industry in Cebu started back in the Spanish period among families who ventured into the craft. The most prominent of which was the Malingin Family. The siblings Susing, Lilang and Quirico pioneered the industry and have become guitar brands synonymous to quality. Susing’s started their craft back in 1949 spearheaded by Juanito Valiente Sr., a visionary craftsman and luthier, who married Susing Malingin, thus the brand Susing’s.
We got to the Susing’s Guitar compound by mid-afternoon and we were greeted by Creselda Valiente, a grandchild of the founding couple, who now manages the family business. We were first taken to the new showroom which has the brand’s impressive finished products displayed.
Susing’s caters to a wide market range with the higher-end clients, usually overseas, shelling out about $1400 (approximately Php60,000) for a customized acoustic guitar made of rosewood, mother-of-pearl inlays and various other design specifics. For middle-priced, steel-string or nylon guitars, you can find many variations with the double-holed, d-holed, f-holed and Ovation-type of acoustic, semi-acoustic and classical guitars. The business recognizes that there will always be the conscientious buyers’ market hence, they’ve also made available an affordable line of guitars, playfully called tropical guitars by the factory employees. These would cost about $30 (Php1500) apiece.
After testing out some of the impeccably-made beauties, we proceeded towards the production area which is to the rear of the showroom. Production is not just limited to guitars: Susing’s also makes export-quality ukeleles as well as bandurrias.
What‘s interesting though is that in the creation of ukeleles, separate components of one unit can be crafted by different luthiers and then put together before the finishing touches. With a guitar however, for one unit, the entire creation which spans from 4 to 6 weeks, will be crafted exclusively by the luthier who started the process. To me, it was a striking bit of information realizing that when they say it’s “handmade”, in the truest essence of the word, it is a representation of a craftsman’s passion.
I didn’t probe too much on the details of the crafting process but with how the production shed was positioned linearly, it was easy to see how a guitar is created beginning with drying the wood and testing it for moisture. Creselda mentioned that because Philippine climate is naturally humid, when their guitars get shipped to other countries, a common problem would be the lower temperature overseas which causes the wood to shrink, cracking the lacquer finish. With that in mind, the wood moisture testing process has been put in place to minimize these occurrences.
The business takes a lot of pride in the quality of their guitars which is why each Susing’s creation comes with a Lifetime Warranty. I was told about a man who had bought his Susing’s Guitar in the 1960’s. He recently came in to have it repaired saying that buying a replacement would not even be an option. It’s something that I can understand especially with how musicians get attached to their instruments. And with these handcrafted guitars, just like wine that is aged to perfection, time only serves to improve the sound quality as the wood ages.
Wood used to make guitars could be mahogany, yakal, rosewood and ebony just to name a few. For the inlays, I saw mother-of-pearls and abalones at the work area of the Master In-layer. Some of the raw materials are available locally while there are some types of wood that need to be imported.
If you ever come to Cebu, aside from taking a Cebu-made guitar home, you may want to visit the guitar-factories too (the website for Susing’s Guitar is listed below). It’s a very educational and unforgettable experience and you can even meet the craftsmen and ask them questions yourself. Our guitar-makers are considered to be among the world’s finest craftsmen. The ones that I’ve met have been with the industry for as long as they could remember and so have their fathers. The first luthiers made it a point to hand down the techniques to the following generation keeping the trade secrets within their families and keeping in line with tradition.
Speaking of tradition, another curious piece of information as told by Creselda is that even up to this day, there has never been a lady-guitar maker, the guitar-makers were always male while the varnishers have always been female. There’s no specific explanation as to why, but I guess Tradition has them bound to their roles.
It was fascinating to see these luthiers in action with a love for their craft which is very much apparent. Our visit to the guitar factory evoked a sense of pride in myself being a Cebuana and a Filipino. Incidentally, as of press time, the nation is commemorating its 113th Independence day which makes this a fitting post to remind us of the world-class skill and talent that Filipinos are blessed with.
Thank you very much for the opportunity and for graciously accommodating us Ms. Creselda Valiente and Mr. Henry Bunagan III. Additional pictures are available at Mr. Russel Capatoy‘s website. Well, I guess with that, I’d like to wish everyone a Happy 113th Independence Day!
Related articles
- Susing’s Guitar Official Website (www.susingsguitar.net)
- Trip to Cebu City: Memories Worth Keeping (lynnesampilo.wordpress.com)
- Is an acoustic guitar a good guitar for beginners (wiki.answers.com)
- How acoustic guitars work (holykaw.alltop.com)
- Does the type of wood used in a guitar affect the sound (wiki.answers.com)
*Dropcap courtesy of www.dailydropcap.com
June 12th, 2011 at 7:44 pm
wow dalia! gujab!
June 12th, 2011 at 9:26 pm
hahaha, gi-dali nako ky malimot nya ko sa storya ni Selda. hahaha.
June 14th, 2011 at 5:09 am
nice feature 🙂 nice shots too! love the play of lights and shadows 🙂
June 14th, 2011 at 7:30 pm
Thank you, thank you! hehehe 🙂 looking forward to editing tips and tricks from you as well.
June 14th, 2011 at 1:46 pm
Very nice guitars!
June 14th, 2011 at 7:31 pm
Thanks Popsie!
June 14th, 2011 at 8:12 pm
nice guitars.i shud’ve gone with you guys..tsk sayang sige lang next time 🙂
June 17th, 2011 at 11:14 am
Thanks for dropping by Jawo 🙂 We’ll let you know what we’re gonna be up to next.
June 15th, 2011 at 8:10 am
I enjoyed reading the story though I don’t have a penchant for guitars. Of course, if magic can make me play it I would love to but the fact of the matter is, I don’t think I can ever play it. Long story … Anyway, I think the first picture deserves its “spot.” That picture is like a hot woman who will sure make a man throw his eyes on her.
June 17th, 2011 at 11:22 am
Thank you! The first picture IS the best one of the bunch I took. I guess I was lucky we got there at a perfect time with the warm afternoon sun helping us with the lighting. And now that you’ve mentioned it, well, that was a good analogy with a hot woman! 🙂
June 25th, 2011 at 5:35 pm
Thanks for a great post. It brought so much memory of my visit to Cebu in 2005 with my wife. We stayed in Plantation Bay as a gift from our parents and it was a lot of fun. I remember that we got to visit local guitar makers and had the chance to admire their outstanding workmanship.
June 26th, 2011 at 10:02 pm
Thank you for dropping by! It was a very interesting visit to the factory. You could really see the passion they have for making these guitars. And yes I would agree Plantation Bay is beautiful–your parents had excellent taste.
July 17th, 2011 at 8:41 pm
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