A bouquet of Rosos

CEBU, Philippines - His is a career like a catwalk on an ever ascending runway. More and more of his fashion creations are becoming the favorite of models who romp on the ramp. But that's only as far as showing off is concerned; on the practical side, his clients just love his clothes that they keep coming back for more.

Lemuel Rosos specializes in formal wear - fully sequined, glittering gowns for women and chic suits for men. His evening gowns push the conceptual limits of fashion tradition by way of intricate detailing. His men's suits easily equal the sheen of the big, big brands.

His fashion career is going 14 years now. Much longer if his college days would be included, when he was creative consultant to his friends and classmates. He is the one always consulted as to what outfits fits certain occasions.

Lemuel's lack of formal education in fashion does not hinder his rise in the industry. Instead, it highlights his native creative talent. Someone who's trained may only be in possession of technical knowledge, while someone who's raw and does as well may be in possession of real creative genius.

But the interest in the fashion art has always been there. "I started way back high school," he says. "While my teacher would be discussing [the class lessons], without her knowing I would be secretly sketching designs in my notebook." By college, he adds, he was creating gowns for friends.

Further back, during his elementary years when he was not yet as much into sketching fashion designs in his notebooks, Lemuel was dancing. He choreographed dances for the students of her mother, who was a public school teacher. She let her boy teach her students dances for special school events.

In college, Lemuel spent the first three years in Physical Therapy course. It was okay, because he also has a natural fondness for science. Although he practiced his liking for fashion designing on the sides, he abided by the family's wish for him to pursue a course along the medical line, either nursing or medicine. Then he shifted to B.S. Biology.

He would intentionally not enroll to a full load, so he could still have time to exercise his fashion thing.  At the same time, he was doing dance choreography, organizing events or fashion shows and being a makeup artist. He had fun - and, of course, extra income, too.

He would take measurements of his clients in the fitting rooms of the malls. "I would politely ask the store staff if it would be okay to use the fitting room," he said. He was also doing home service if clients required him to.

It was a down payment from a client friend that Lemuel considers to be his initial capital in his "serious" fashion designing business.  She asked him to make her a dress, and he asked her for a down payment so he could buy the necessary materials. It was then that Lemuel realized that, more than anything, he wanted to be in the fashion industry.

After finishing college, he went back to his hometown in Sta. Fe, Bantayan Island. He started a small home business there as a wedding organizer. "It was really a one man show," he said. "The evening prior, I decorated the venue and woke up early the next morning to do the makeup of the entire entourage. The bride especially, of course," he related.

It was by way of those weddings that his gown creations first caught the attention of the public. "My auntie also helped me in showcasing my creations to the people," Lemuel acknowledged. "She would refer me to her co-workers who wanted a dress for a wedding or for any other occasion."

In 2000, he put up a small shop along the city's V. Rama Avenue. Still he was all by himself, no help whatsoever. Again, his initial clients were his friends. In just four years he had saved enough to move to a bigger shop in Banawa, where he has been doing business till the present.

His only advertisement is word-of-mouth. He also promotes his shop by sponsoring gowns for his friends on local TV, who would always thank him on their shows. This creates a buzz to his name in the Cebu fashion scene. Also, he dresses up beauty pageant contestants and models at fashion shows; these too give him the exposure.

Lemuel Rosos is a hands-on person.  He personally looks after every detail of each of his gowns and other fashion creations. This also holds true to the physical arrangement of his shop; he is always arranging and rearranging things to make the place look current and fresh.

He updates his fashion ideas through reading books and fashion magazines. He also travels in order to refresh his mind. But one thing is constant with Lemuel Rosos: he works so hard to attain whatever he wants. If his passion for what he does is likened to flowers - he is not a single rose, but a bouquet of roses! Err, a bouquet of rosos!

Lemuel Rosos has his shop and boutique at Unit 104, E. Seno Bldg., Fortich corner Duterte Streets, Banawa, Cebu City. His phone number is 0906-2108131; email address [email protected]. (FREEMAN)