European sensibilities and Filipino tradition meet at Philux
Taking over a family business is by no means an easy feat, especially if you want to do it right. The ubiquitous “C.O.O.” or “Child Of Owner” title with all its negative connotations of entitlement no longer holds true for a new breed of second and third generations making their mark on their familial legacy. Today, the future of many such family businesses starts from the ground up working their way into the company through merit, hard work and passion. The smaller the business, the more difficult it is to transition from the first to the second generation. How do you breathe new life and energy but still hold on to the core principles? How do you accommodate management styles and keep personal matters separate? The transition is always tricky but when done successfully the results are an outstanding example of a steady business that has its roots firmly planted and yet can flourish resplendently.
One such example is Philux. Marking its 35th year in the furniture industry, the brainchild and labor of love of Swiss Max Kienle and his beautiful Filipina wife Zelda. The couple started their business in their parents’ backyard with two carpenters making rattan furniture. The company has now grown to be one of the country’s top furniture companies moving beyond simple manufacturing and into the realm of design. This evolution due to the active involvement of the Kienles’ two daughters, Stephanie Kienle-Gonzalez and Jessica Kienle-Maxwell.
“I have been observing them over the years,” shares Max about his two daughters’ involvement in the company. “They gradually became more responsible and passionate… from the start I decided to give them a lot of freedom, only assisting on some technical issues, to let them create their own vision of an ideal home.” There were very difficult times for the girls as he wanted to ensure that they learned the ropes. “It paid off quickly though — both of them, working as a team, have now reached a professional level which my wife and I are proud of!”
It’s easy to be envious of them. They are gorgeous and talented, and they even married their own respective Prince Charmings, although it’s important to point out that they are by no means damsels in distress. I would go even further to say, simply because they are my dear friends and therefore I can: “Hey, you lucky guys!” Again, it’s easy to be envious of them but you just can’t. These girls are two of the kindest people I know — kind, generous, humble, and deserve every single blessing they’ve got. Their latest achievement is the opening of their lifestyle store Philux Home is not simply just another feather in their very stylish caps but a testament to hard work and homage to what is at their very core: family.
“It’s our very first together that we’ve done from scratch,” says Jessica about their newly opened showroom: Philux Home at the Shangri-La mall in BGC. “Even taking that decision if we should or shouldn’t do it. For the most part we see eye-to-eye and we agree on a lot of things,” she goes on to say about working with her sister. It’s not without challenges. Jessica is more of the artist.
“Oh I think, don’t worry it’s just all going to come together!” she says laughing. “Stephanie is more structural and very organized.”
Stephanie laughs and lets out a little “Aargh!” She says, “I need to do all the back end! The pricing, if it’s a limited piece or can be reordered… all those things. But we’re learning and I’m very grateful to have Jessica as my partner.”
This complementary chemistry is what makes the success of the brand. Co-founder of Philux, their mother Zelda, recounts just how early on their roles were already clearly defined. As children, the girls would accompany their parents to store visits and grew up loving the milieu.
“In the opening of one of our stores we caught Steph at 11 years old showing a customer a piece of furniture, telling her how beautiful, well-made, and affordable it was!” she shares. “I can’t forget how she was showing even underneath the console! The woman was so amused that she bought the piece!” It seems that Stephanie was tailor-made for her current role today as vice president for sales, marketing and business development.
“Jessica on the other hand has always been the more reserved one and is naturally gifted with a creative skill. She would at a very young age draw or paint beautiful forms.” It’s fitting that Jessica took over as head designer of Philux some three years ago, her fresh, vibrant energy emanates from their latest collections.
When one walks into Philux Home you can feel that the transition period is over and there is a clear sense of where the brand wants to go. The aesthetic is fresher, more contemporary with fluid lines and inviting forms. However there is still that sense of familiarity, nothing too out-of-the-box as each piece was designed to be a classic.
“Jess and I both agreed that we don’t Philux to have a particular look,” explains Stephanie. “The heart and soul of the company is still wood and furniture making, so that’s always going to be highlighted in our pieces.” Picking up from her sister’s sentiment Jessica emphasizes, “That’s always going to be our specialty, that’s what we’ve been known for 35 years.”
Jessica’s influence can be seen in the softer rounder forms mixed in with some of that pared-down purity of mid-century design. The Embla chair has become their new iconic piece marrying style and functionality breathing new life into their key primary material: wood. “What we’re working on now is experimenting with new wood, new finishes and new materials such as glass, metal and more upholstered items,” explains Stephanie. “It’s exciting because we’ve seen two collections out and we’ve seen how people responds to them.”
Since their tandem involvement they’ve released two collections: the California-inspired, more cozy and rustic, reminiscent of Napa wineries and wine barrels; and the “Scandiniana” collection marrying Filipino and Scandinavian aesthetics, playing with varying textures and lighter finishes. “They’re two very different collections. We don’t want to stick to one look. Next year it’s going to be something completely different, maybe new materials incorporated,” shares Jessica. “We’re just evolving, experimenting and learning at the same time. It’s a process. We don’t know what we’re going be like five years from now.”
Philux Home is more than just a showroom for their own pieces but a lifestyle store that reflects their good taste. Throw pillows boldly embroidered with animals or in beaded ikat, hand-poured soy candles, cowhide rugs, copper bar tools and sculptural lighting. I personally love how their furniture now has that livable context, making each piece even more covetable than the next. “The accessories here, a lot of them are one-offs,” says Jessica. “So it’s not like you’re going to have the same accessories in everyone’s homes.”
One real point of interest however is their new kids line. The Little Philux display was everyone’s favorite area during their opening. It made me want to have another baby all over again just to decorate a new room!
“Little Philux is something very close to my heart!” Stephanie exclaims. “This is just a small snippet of what is to come. What we wanted is just functional, playful furniture, water based paints in nice colors that are subdued but still with that vibrant, kid-feel to it. But it’s still very soothing.” A welcome arrival in the usually garish, cartoon character world of kiddie furniture. It’s tough to find tasteful piece for children that don’t have some sort of outlandish rainbow bright colors on them. “It was logical that it would be our next step because I’m a mom and hopefully Jessica will be one soon, too,” she further explains. “In the end, for us, Philux is family. A lot of the store and the pieces that are curated here really reflect us personally.”
Philux Home is exactly that. A vibrant space that seamlessly marries European sensibilities with Filipino tradition and craftsmanship, fusing style and purpose with a touch of charm and creative whimsy. A perfect embodiment of the two women behind it and their laudable family values that drive their business.
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For tips on how to refresh your home and on working with family please visit www.stephaniezubiri.com.
Philux Home is located on the second level of Shangri-La at The Fort, on 5th Avenue, BGC. For information, visitwww.philux.ph. Photos by WALTER BOLLOZOS
