People

Confessions of the shoeaholic sisters

Celyn and Trifina Sala, the visionaries behind homegrown shoe brand Sala Chaussures, talk about why wearing fabulous footwear should be an everyday habit

Sala Chaussures’ Celyn Sala (Photography by Dan Douglas Ong)

Sisters Celyn and Trifina Sala have been into shoes for as long as they can remember.

Paying close attention to fashion trends, they saw the emergence of the edgier “IT” shoe several years ago. They also noticed how customers became obsessed with getting that perfect fit: “Shoes with just the right arch and silhouette, heels that weren’t chunky, shoes that elongated the leg.”

With specialization and customization came higher production costs, so it got harder for shoe lovers to find pairs they liked at affordable price points. That’s when Celyn and Trifina asked themselves: “Why don’t we just make our own shoes?” Soon after, their shoe company Sala Chaussures was born in 2013.

A homegrown business in Cebu, Sala Chaussures features limited-run shoes with a dose of decadence. Every design is extraordinary, always with that added element—whether it’s an extra large bow in front or satin ribbons at the back. Singular and impressive, their designs are both wearable and affordable.

“We consider what our buyers would be willing to spend on our shoes. We ask ourselves: ‘Are we willing to pay this much, for this shoe?’ If not, then we’re probably overcharging. We believe that creativity doesn’t necessarily have to be expensive,” they share. “That’s why we try and make our shoes as creative and extraordinary as we can possibly imagine without sacrificing affordability and wear-ability.”

The Frangipani pumps in pink (Photo: Sala Chaussures)

It takes months for a Sala Chaussures shoe design to grow from conceptualization to production, so Celyn and Trifina focus on designing shoe collections rather than keeping up with the ‘seasons.’

They first settle on a theme, from a variety of inspirations: family trips, old photographs, scenes from nature, and mythological stories, among other things. Next, they select key features, characters, and colors that will form the basis of their collection.

The Capulet, which comes with blush and black ribbons that can be mixed and matched (Photo: Sala Chaussures)

For their Shakespeare-inspired collection, they focused on their favorite characters: Oberon and Titania from A Midsummer Night’s Dream, Juliet from Romeo and Juliet, and Viola from Twelfth Night. Choosing the colors and features that would best represent these characters now forms the basis for their designs: “We sit down with our shoemakers to explain the idea behind each design. For example, how we want the lace ribbons in our ‘Capulet’ design to look like corset ribbons, or how the wings of the ‘Titania’ should look like fairy wings,” they explain.

The sisters launched their company with a Greek-inspired collection. Now, they are working on their Silk Road collection, inspired by a recent trip to Uzbekistan. “Expect colors and shapes reminiscent of what Marco Polo might have seen on his travels along the Silk Road,” they say. “Admittedly, we’ve been spending more time on this than our other collections because we want to get everything just right.”

They are also debating on designing a collection inspired by Norse or Philippine mythology. What would you rather wear, a shoe inspired by Valkyrie or Bathala?

Since launching their company, the Sala sisters have faced challenges, the biggest yet most fulfilling of which was developing prototypes for their shoe designs. There are times when first attempts at executing designs are so different from what they envisioned. Disappointing and costly, the sisters also see these mistakes as valuable opportunities to learn and improve.

“It’s such a special feeling, seeing your designs come to life,” they admit. “From conceptualization, to paper, sketching and re-sketching, to picking the materials, to the first attempt, and re-doing the attempt, and finally seeing the prototype you envisioned in your head—it’s one of the best parts of running this business!”

Another challenge is convincing customers to wear heels and pretty shoes on a daily basis. The Sala sisters commonly meet customers who say, “That’s so pretty, but where would I wear that? I don’t have anywhere special to go.” Their answer? “It doesn’t matter. Wear it anyway—to work, to coffee, to cocktails, to the grocery, wherever.” Wearing the right shoes, the pairs you love the most, should be a habit, not a once in a blue moon occurrence.

The Titania, one of the brand’s signature winged pumps (Photo: Sala Chaussures)

Over the years, Celyn and Trifina have observed how their customers often request for certain designs more than others. This prompted them to develop the Les Classiques Collection: classic staples that they began producing in more colors. They also tweaked the designs by making flat or block heeled versions of them, for example.

The Les Classiques Collection was launched at the HoliCOW Gallery-Store in Crossroads, during the HoliCOW x Sala Chaussures Parterre Party trunk show in April. Reaching out to customers in Manila, the sisters have also partnered with the Fifth Rack concept store in BF Homes, Parañaque.

When asked if they plan to open their own shoe store soon, they answered: “Eventually, definitely! When the time is right, we’d love to own a little boutique. Somewhere customers can browse leisurely, try on shoes, and maybe sip on a cocktail.” [Pictured is Celyn Sala. Trifina could not make the shoot as she was out of town. -Ed.]

SALA CHAUSSURES
63. 927 607 7000 | email | Instagram

photography Dan Douglas Ong makeup Nicko dela Peña hair Gino Fonghe

Related Topics:Celyn Sala Sala Chaussures Trifina Sala

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Events

The First NUSTAR BALL

Janine Taylor, June Alegrado, Jackie Lotzof, Frances Siao, Ina Ronquillo and Christine Pelaez

The NUSTAR Ballroom, a magnificent venue at the NUSTAR Resort and Casino in Cebu, sets the stage for last night’s first-ever NUSTAR Ball.

Black was the color of night at the Zee table.

Glamorous guests from Manila and Cebu converged at the NUSTAR Ballroom, an exquisite venue within the NUSTAR Resort and Casino in Cebu. The evening unfolded with a seated 5-course dinner. The opulent feast started with Beetroot Salmon Gravlax, adorned with caper berries, caviar, set with delicate edible flowers; and a main course of Compressed Pork Belly with Crackling Skin and Baby Scallops. Another highlight was the auction of coveted items like Dior and YSL handbags, a limited-edition Bulgari watch, and an exclusive 2-night stay in Nustar’s opulent 3-bedroom villa—complete with a private pool and a dedicated butler. The charity evening benefited the Cameleon Association, an NGO based in Iloilo City created in 1997 that developed a global approach to act on the causes and effects of sexual violence against children.

Nora Sol, Beth Go, Frances Siao and Marylou Ong

Ina Ronquillo, Maryanne Aboitiz and Jackie Lotzof

Designers Jun Escario and Philip Rodriguez

Philip Rodriguez with NUSTAR Malls two power ladies: May Adolfo and Joanna Salazar

Lana Osmeña with Mariquita Yeung

PJ Castillo and Kaye Abad with Cary Santiago

Drew Sarmiento with LV Manager Adrian Decuigan

Cary Santiago with Eva Gullas

Manila socialites Julie Boschi and Ching Cruz with June Alegrado

It was a night of elegance, luxury, and unforgettable memories as ladies in long gowns and gentlemen in black ties danced the night away.

Design

Filipino graphic designer makes history, joins Switzerland’s Museum of Avant-garde among genre’s greats

PJ Ong of Inodoro, an internationally renowned graphic designer, is the first Filipino whose work will be part of the permanent collection of Switzerland’s Museum of Avant-garde

CEBU CITY — In a groundbreaking achievement, Cebu-based graphic designer and art director PJ Ong of Inodoro Design Studio, is set to become the first Filipino artist permanently exhibited at Museum of Avant-garde (MA-g) in Mendrisio, Switzerland.

Cebu-based graphic designer and art director of Inodoro Design Studio, PJ Ong

Ong’s recognition at MA-g places him among over 250 avant-garde artists, including iconic figures like Pablo Picasso and Marcel Duchamp, signifying a profound milestone in museum history.

“Avant-garde,” is a term that refers to pushing the boundaries of artistic expression.

“I am extremely honored and humbled. It is a remarkable milestone in my creative journey, and I am grateful for the opportunity to be part of such a prominent platform. The acknowledgment, especially considering Switzerland’s exacting standards in art and design, is truly fulfilling,” said Ong.

Part of a stellar contemporary collection

Under the museum’s Contemporary Collection, Ong will join global contemporary agencies such as M/M Paris (collaborator of Icelandic singer-songwriter and composer, Björk), WORK Pte Ltd (brainchild of the “Godfather of Singapore Graphic Design,” Theseus Chan), Bedow (Stockholm), BVD Stockholm AB (Stockholm), Socio Design (London) and Milkxhake (Hong Kong), among others.

Ong’s music packaging design for the Filipino harsh noise duo, White Widow, will be featured in the museum. The band’s album “The God Uterus Dissolves” — released under Melt Records — features an unconventional cassette tape packaging incorporating a hand-crafted wire mesh, elevating it into a unique and bespoke collector’s item.

The museum’s selection process for its Contemporary Collection involved three categories: Graphic Design, Photography, and Illustration. Swiss-Canadian Fritz Gottschalk, a prominent figure in contemporary graphic design, led the Graphic Design category.

“This is profoundly validating for me as a graphic designer. Being part of a museum’s permanent contemporary collection is a lasting testament to my capabilities as an artist,” said Ong.

‘Poetry you can touch’

The graphic designer from Cebu City further defined the album as a “deliberate departure from the ordinary,” stating that it was a testament to the artist’s and band’s dedication to pushing boundaries and offering the audience a unique and immersive experience.

“Careful consideration was given to every detail, including choosing a premium supplier for the cassette tape. Opting for a screen-printed cassette, where design elements were applied directly to the surface, gave it a contemporary and visually striking result, helping us reinforce the design narrative,” said Ong.

“From the cohesive placement of elements to using symbols instead of track titles on the spine and customizing fonts, every aspect was carefully thought out. Rather than opting for the conventional wire mesh treatment on print, I took a bold step by incorporating a hand-crafted wire mesh, adding a unique and sensory dimension to the album — almost like poetry you can touch.”

Profound honor

Established in 2003, Inodoro Design Studio under Ong’s leadership has garnered global acclaim for its bold design philosophy, spanning music, fashion, architecture, culture and technology. In becoming the first Filipino whose work will be on display at the MA-g, Ong stated that it is “particularly humbling.”

“Traditionally, these privileges are given to individuals who have amassed decades of experience, attained mastery in their craft, or even as a posthumous acknowledgment. To be among those selected is a profound and unexpected honor,” he said.

“Museums typically focus on visual artists, and for a graphic designer, especially within the realm of commercial work, recognition can be more elusive. I appreciate the challenges of this less conventional route and I am committed to proving the significance of graphic design in the broader artistic landscape.”

Art enthusiasts can anticipate viewing Ong’s work with “The God Uterus Dissolves” at MA-g, scheduled to open to the general public in 2025.

***

About The Museum of Avant-garde (MA-g)

The Museum of Avant-garde compiles an original body of work from private collections, providing a unique perspective on the cultural and artistic significance of avant-garde movements. These movements, synonymous with transformative ideologies and daring experimentations, played a pivotal role in challenging political and societal conventions. For more information, visit www.ma-g.org.

About Inodoro

Inodoro is the creative moniker of graphic designer and art director PJ Ong, a prominent figure in the Philippine design scene. Established in 2003, Inodoro Design Studio, based in Cebu, Philippines, has garnered international recognition for its bold and distinctive design, with a focus on thought-driven imagery and iconic visual language. The studio specializes in identities, custom typography, graphic design and art direction. For more information, visit www.inodoro-design.com.

People

Ladies Who Support Ladies

Women’s Circle is an organization composed of Cebuano ladies who are successful entrepreneurs and top executives. They recently held a fellowship event at the Sheraton Mactan Resort, with special guests from the Women’s Business Council Philippines. Chairperson, Rosemarie Rafael and Council Secretary Cynthia Mamon both flew in from Manila to discuss alliances between the Cebu and Manila groups.

Loot bag from Jo Malone, Sheraton, R&M Chocomanga, gift card from Maayo Clinic, sarong from Ferimar.

The half day event was organized by Perl Jacalan, Gina Atienza and Eva Gullas. Sheraton Resort through its GM Dottie Wugler Cronin supported the event as it is aligned with the hotel’s women initiatives. The successful event was made more fun with generous give-aways, notably Jo Malone perfumes, Sheraton bags, R&M Chocomanga and sarongs from Ferimar.