A Shoe-aholic’s Dream Come True

Taupe fish skin sandal with blue straps and orange heels

Nude suede platform pump with orange straps

Multi-strap snakeskin and suede platform pumps

If you’re the kind of gal who believes in investing in statement shoes, Vicencio Lacerna is made for you. This gorgeous new custom-footwear line is a collaboration between certified shoe-aholic and designer Hazel Joy Santos and shoe manufacturer Nick Jonsay. 

Santos, who recently left her powerful editorial-director post at a publishing house, is now living her dream—designing shoes for a living. With currently over 200 pairs in her closet, Santos admits she’s been obsessed with shoes since childhood. She shares, “I used to save my lunch money just so I could buy a pair every week. When I started working, there were times when I'd blow my salary on shoes, especially when I was stressed—which was quite often. The most I've bought in a day was 15. It came to a point where my dad took me aside and asked, "Anak, ilan ba ang paa mo?" 

Santos had always loved sketching shoes, but had no idea how to get her venture off the ground. Enter Jonsay. “When he asked if I wanted to go into business together, I had no second thoughts. He started out as a footwear trader and got into manufacturing. When he said he could make my shoes, everything just fell into place. Imagine having a straight guy you can discuss shoes with all day who won't think you're crazy!”

Santos and Jonsay teamed up to create their custom shoe brand Vicencio Lacerna (taken from their middle names), and launched their first collection in October 2012. “For the first collection, we had 10 designs. Personal style plays a big role, though we keep track of what's happening and are continuously inspired by people or things around us. It's very organic. Right now, I'm big on color, while Nick is into exotic skins.”

This summer, the pair will be introducing new designs, which will include more heels (starting at P6,000), as well as flats (starting at P2,500), depending on the style and materials used. Also in the works: a men’s shoe line! 

What sets VicencioLacerna apart? Santos says, “All our shoes are handmade in our factory. Nick is very particular about construction. Sometimes he would spend days with our cobblers on one strap. We're also very big on being Filipino.” Aside from being the brand’s chief designer, Santos is also the official road tester. “When Nick was doing custom-made shoes, some clients would complain that a pair wasn't as comfortable as they expected. It's real leather—they need to break it in and give it time to mold to their feet," she explains."One of the things I've learned from him is that to 'break in' a pair means wearing it for at least four hours a day, every other day for at least two weeks. If it still hurts after that, we go back to the drawing board. Our samples used to be in a size 6. Now they're an 8—my size—because I test each pair we make before it goes into production.” So if you’re a shoe-aholic who “prioritizes value over cost, style over trends, personal preference over brand,” as Santos says, Vicencio Lacerna is your sole mate.

To order, email hazeljoysantos@yahoo.com [1] or contact mobile  +63917  560-6433. 

To read the full interview and see the complete Vicencio Lacerna debut collection, visit Pierra’s blog, www.thehappylab.com.ph [2].