Celebrating the Zee in Zee-bu

New Year is traditionally the time of the year when we take stock of what we have accomplished in our recent past and plan with managed expectations what we hope to accomplish, and so did Zee Lifestyle magazine in its event held recently at the Radisson Blu Ballroom in Cebu. Billed as Zee’s Crystal Ball, the night of impeccable food, fashion and charity was all about 15 years of the magazine’s existence.

Fifteen years ago, when publisher Eva Gullas, along with Jing Ramos and Romero Vergara, put out the very first issue of Zee, the “kings of negativity and pessimism” would have thrown in their unsolicited advice, prognosticating the early demise of a glossy magazine that would emanate from Cebu and chronicle people and events with Cebu as its main focus. A publication relies on circulation and ad sales revenue for its survival and critics would have called the magazine too niche, provincial and of limited interest. Little did they know how prescient Eva was and how the launch of the magazine was propitiously timed with the rise of Cebu City as its own center for commerce and industry, tourism, fashion and culture. Truly, if you take a look at Cebu now and how personages such as Bernie Liu of Penshoppe, Jay Aldeguer of Island Souvenirs and Hotels, Kenneth Cobonpue, Monique Lhullier-Bugbee, Cary Santiago and the Aboitiz clan, just to name a few, all proudly declare themselves as Cebuanos  you get some idea of the kind of impact Cebu makes on different fronts and levels of our lives...and how Zee was there at the outset!

(From left) Zee publisher Eva Gullas, Loalde’s Lou Aldeguer, Tessa Prieto-Valdes and OJ Hofer.

An auction and a Fashion Council of Cebu fashion show were the highlights of the Crystal Ball. Hosted by Zee’s Managing Editor Katsy Borromeo, Mia Arcenas and Jude Bacalso, the auction’s proceeds were earmarked for the FCC livelihood program, Zee’s way of giving back to the community. Working at the grassroots level, along with Cebu City College, Vice Mayor Joy Young and Christine Munda of the Fashion Institute of Design and the Arts, the aim was to sustain a program that improves the lives of women by teaching them necessary skills in the fashion industry. A special honoree that night was Cebu native Lou Aldeguer, who founded Loalde (a retail apparel brand) and coincidentally, is Jay’s mother! Among the designers who “showed” were Cary, OJ Hofer, Jun Escario, Arcy Gayatin, Philip Tampus, Jojo and Vanya Romoff, Albert Arriba, Yvonne Quisumbing and, of course, the “Dean of Cebu Fashion” and FCC president, Philip Rodriguez.

The event was sponsored by Samsung and SMDC, along with Cathay Pacific, the Radisson Hotel, SM Accessories and Ms. Teresin Mendeona. It was not just some mere token sponsorship as the likes of SMDC’s Rudy Villar and SM Accessories Kenner Chua and Michelle Baro-Chua flew down for the event, signifying how dear and important is this Cebu market to them. Kenner, who was seated beside me, enthusiastically relayed how accepting the Cebu market has been in their efforts to upgrade and diversify their offerings. In fact, another guest from Manila, Tessa Prieto-Valdes (who flew in with husband Dennis), proudly proclaimed that she patronizes SM Accessories. This was greeted by wild applause during the dinner that was attended by Cebu society.

I spoke to Katsy Borromeo after the show and asked what is in store for Zee in 2012. Laughing, she replied, “It’s all about beating the deadline and no rest for the wicked... These are exciting times for Cebu and we’re proud to be witnesses!”

The ‘Dean of Cebu Fashion,’ Philip Rodriguez, president of the FCC. Photos by Jon Cabiles and Adrian Yu

I’ve known Eva for some years now, but got to know her better when she premiered the fashion documentary Valentino in Manila. Indefatigable, brimming with dedication and commitment for whatever she decides to get involved in, she exemplifies that “can do” spirit that has made Cebu such a bright spot in our country’s recent history. It’s so perfect that she would be at the helm of Zee during these “exciting times” for Cebu.