John and Enida Danao ride on majestic carabao horns to journey from Benguet to Paris

MANILA, Philippines - On the majestic horns of the Philippine carabao, John and Enida  Danao journeyed from the rocky mountains of Benguet to the fashion capitals of Milan, Paris, New York and Tokyo.

The hardworking and talented husband and wife figuratively rode on the horn of the beast of burden and catapulted it to global center stage as high fashion statement jewelry. When the House of Hermes came out with the necklaces of chains and links made of carabao horns and hoofs, that officially stamped the glamour neck art ware as objects of desire.

John and Enida knew about the potential of horns, wood and stones and other natural materials as accessories long before the international fashion houses featured carabao horn jewelry. Enida points to her Lola Digmay as the profound influence in her artistic work. Lola Digmay was a hardy woman of Benguet who wore snake vertebrae around her head, a crown  that became her trademark. It is believed she lived to 104 or 106 and left a legacy of sacrifice, simplicity and love for family and the land.

Enida was born and raised in Lanipew, Kibungan, Benguet. For all the popularity of the  province’s Ifugao Rice Terraces, Mt. Pulag and the caves of Sagada, Benguet is largely undiscovered. There are many more natural attractions of awesome beauty: the Lanipew rice terraces, the stone-walled terraces of Palina, Mt. Kilkili, Tubeng hot springs, Culiang waterfalls, Kibungan River and mine tunnels and stonewalls of glittering pyrites and rich mineral lodes that are concealed to the tourists. They are mostly accessible on foot and that is why these are fortunately preserved to this day. Enida lived in this paradise during her childhood and it inculcated in her a deep fondness for all things simple, pure and natural. Enida tells her story in her own words.

“I’m blessed that I was born and grew up in a beautiful environment where you don’t see buildings, cars or smog. I was surrounded by majestic hills and mountains, pine trees, birds, pristine rivers, blue sky. As a child,  I loved going to the mountains to gather wild blueberries and guavas, interesting leaves, twigs and seeds, or just climb a pine tree and enjoy its piney scent. I would go home with my T-shirt turned into a pouch full of wild fruits and any interesting finds.

“As my sister cleaned my head of all the dirt, I would play with the twigs, leaves and seeds and hang them into strands to make a headress or necklace. These experiences, I think, nurtured the artist in me.  As I grew older, though, I was faced with the reality of life when my parents decided that we relocate to Nueva Vizcaya for us to go to school because our place was so far away from school, hospital and any amenities.

“The thought of leaving was terrifying but the most painful was when we finally bid goodbye to our Lola Dimay and to the place of our birth. I felt my steps were so heavy as we walked the whole day to reach the sentro where I saw a car for the first time. Slowly,I was able to adapt to my new environment but it was only then that I realized we were financially poor. I knew, however, that there’s no use complaining or blaming my parents for our plight. I was trained to be proactive, to always do something about a certain situation. As early as eight, I was away from home doing household chores for another family in exchange for my elementary education. Later on, I entered as a working student in a Franciscan convent until I finished my studies.

“My journey is not without trials and sufferings both in body and mind but these experiences deepened my faith in God that everything happens for a reason. I was able to appreciate the value of hard work and perseverance. When I was teaching, I often shared my life story with my students so as to inspire them to study hard.

“My venture into jewelry design was not an accident but a revival of my childhood passion to create something beautiful out of  anything that I can see in my surroundings. When I create a piece, I feel there’s a part of me that I’m sharing. I also see a piece of jewelry as a tribute to the One who created everything beautiful. As people wear my jewelry, I want them to feel oneness with nature, that life is beautiful no matter what and that they must radiate that beauty inside out. I try to use all-natural materials in my collection using only those that are eco-friendly and sustainable. As they are all handmade, every piece is special and unique.”

John and Enida  introduced their first carabao horn necklaces during a holiday to the United States in 2005. Enida was already creating accessories fashioned from organic materials and she wanted to find out if people would like them. Everyone she showed her designs to instantly wanted them and the necklaces were a hit. That emboldened the couple to join trade fairs starting with New York’s Accessories The Show, followed by The Magic Show Las Vegas, a shoe, fashion and jewelry fair. Enida’s first creations were  tribal pendants in a single strand or choker design. They met a buyer who to this day still orders the same style every year, which attests to the timelessness of her accessories. The company Silnag was formed and their export business started first to the USA and eventually expanded to Europe and Asia.

Silnag exports constitute 80 percent of the business. Italy and Japan are the top markets and they also sell to Paris, Hong Kong and New York under their brand name Raw Earth. Their neckpieces are prominently featured in Japanese glossies and high-end Aquascutum is a recent contract. Paris is considered a lucrative market and Enida is happy that the Parisian bent is in line with her new direction towards modern architectural glamour while retaining the ethnic and organic feel. Her contemporary chunky, edgy designs work well with carabao horns, nails, cow bones, rugged semi-precious stones, wood and other natural materials and are popular in the French fashion capital.

To boost their marketing efforts, network with their peers in export and take advantage of the government programs in trade and industry, Silnag joined CITEM (Center for International Trade and Expositions and Missions) in 2011. The last day of the fair is open to the public and the Silnag neckware in fashionable black and white horns, the latter from the rare albino carabao, were snapped up by style-savvy Filipinas in the last six shows of the twice yearly Department of Trade and Industry show, CITEM now called Manila Fame.

As a result of this revelation that the local market is as crazy as the foreign markets are over Silnag jewelry, their unique creations are now available in Rustan’s Makati Ladies Fashion Accessories Department, where the discriminating and fashion- conscious can have choice pieces at friendlier prices than those sold internationally. “’It takes a woman with flair and confidence and fashion sophistication to carry Silnag jewelry,” says John.

Silnag will again be featured in the upcoming Manila Fame Design and Lifestyle Event on March 14-17 at the SMX Convention Center. They will be located in Stands B12-B13 on the second floor.  Enida shares what is new in her latest creations: more links and chains, organic beads, the addition of colors such as red coral, green jade, turquoise and lapis lazuli and pearls for dramatic contrasts.

While artistic Enida concentrates on design and production quality, dynamic hubby John handles marketing, sourcing of materials and employee management. He takes charge of participation in fairs, negotiation with buyers, tripping to slaughter houses for precious horns, nails and bulalo bones as well as wood. He is the human resource manager whom employees go to for help for a sick child, family emergencies and other daily concerns. He treats his employees as “mates” and artists who deserve a lot of respect.

  The workers are artisans who are highly skilled in the dangerous job of horn and bone cutting and shaping. High-speed rotating blades are a threat to hands and limbs and only the experts are allowed to handle these machines. “Our products are very difficult to make and are high-risk to artisans aside from the classy designs and that’s why our accessories are classified as jewelry instead of handicrafts,” John reveals. “Our customers can appreciate that we use only natural, environmentally friendly elements,  are entirely manmade and there is a premium to that,” John adds.

Much appreciated by the couple are the attention to their designs and pointers on pricing provided by Manila Wear creative director Josie Cruz-Natori, the quick eye of Marilen Tantoco-Enriquez, who invited them to sell in Rustan’s.  John and Enida count on the support and guidance of Rosvi Gaetos, executive director of CITEM. Gaetos brought back the vigor and sparkle of the foremost agency of export promotion by bringing back the Merchandise Specialist Program to help create new products for the global market. This refocused buyers’ attention on Philippine export products and revitalized Manila Fame interest and attendance. The project brought  together the greatest art and design minds in the country including Natori, Budji Layug and Kenneth Cobonpue, Manila Fame art directors as well as internationally renowned Linda Simpson, Michael Cleghorn and James Booth.

John and Enida’s Silnag takes its name from the Ilocano word for rays of the sun and they are confident that the future is bright. Their excitement can be seen at their booth at this weekend’s Manila Fame show and the fashion accessories department of Rustan’s Makati.