This ‘Lord of Scents’ sniffs out Louis Vuitton

‘Collecting LV bags and accessories is something I don’t think I will get tired of,’ says Joel Cruz, owner of Aficionado perfume line.‘Part of the enjoyment is the hunt.’

The appeal of the predominantly brown and earth colors of Louis Vuitton luggage and handbags has caught the heart and eye of Joel Cruz, better known as the “Lord of Scents” for creating phenomenal, affordable world-class fragrances under the Aficionado perfume line in 1999 with the help of a French perfumer.

Eventually Joel, a psychology graduate from the University of Santo Tomas, became a rabid collector of everything Louis Vuitton.

Joel’s LV luggage collection in his Manila home is only a third of what he has. More bags and LV items are at his homes in Tagaytay and the US.

“I love earth colors and I guess that’s how I got so into Louis Vuitton. I just love the brown leather with the LV logo found in almost all their products,” says Joel.

“My first LV was an attaché case given to me many years ago by my older sister, Tessie. I loved it! After that, I started buying more as a way of rewarding myself for the success of Aficionado and all the years of hard work I put into it,” recalls Joel, who never pursued a medical career. With the help of his mother, Josie, Joel went into the fashion industry and set up a small atelier instead.

It was at around that time that Joel bought his first set of LV luggage.

Joel had always wanted to own a collection of designer luggage and LV fortunately had a wide selection of “must haves” in every size one could imagine. Over a century and a half, the trunks and wardrobes of Europe’s aristocracy have evolved into today’s assortment of highest-end luggage and handbags that carry with it a fashion statement that is symbolic of luxurious travel.

The house of Louis Vuitton makes sure they invite Joel to their fashion shows.

“They are quite expensive but I find them definitely worth it,” says Joel.

“Others buy them just for prestige but hardly ever use them. I use what I buy regularly and don’t just keep them in display cases. When I’m not travelling the luggage is kept in my homes. My kids and I pack our clothes, shoes and even toys in these suitcases whenever we travel.” And you can just imagine how much stuff Joel and his three sets of twins can accumulate.

LV’s timeless handbags are all handmade and each piece takes a week to create. For sure, they are durable and have immaculate stitching; they’re also waterproof and fireproof. Many 40-year-old pieces are worth much more today than their original price.

Newer LV bags come with a booklet and a USB drive to prove authenticity.

Would you believe this? Zippers are said to be tested in the LV plant by opening and closing them 5,000 times to guarantee they will always work!

To differentiate them from fakes that have proliferated over the years, genuine LV handbags are made with cow leather handles in a distinctly light, tan shade edged with red dye and yellow stitching; after some time, those colors turn dark brown.

It may seem like Joel collects LV only as a hobby. But he says, “I truly believe I am definitely making an investment too, and I look at these exquisite bags and luggages of class and luxury as things I could leave as pamana to my kids.”

Maintenance is another facet of collecting high-end bags. When a piece needs repair, he has to take it to Singapore as the LV store here is not equipped to do repairs.

Joel’s assortment of watches

Can Joel spot a fake LV? Not so easy, he says. Yet it has been estimated that fewer than one percent of Louis Vuitton products on the market are genuine.

“You need to look at the texture,” he notes. “Is it faded in terms of color, and are the border seams not straight? Those are the fake ones.”

Genuine LV handbags have a very low number of stitches per inch on the same seam. It’s no doubt a fake if the inside looks like it is made of cheap plastic or suede.

Depending on the specific design, a real bag is lined with canvas, cross-grain leather, polyester or microfiber suede or fine micro monogram textile. You have to use your nose, too: faux leather copies obviously will not have a distinct leathery smell. Fake bags tend to come with handles wrapped in plastic.

LV with Swarovski encrusted watch

Original LVs will not have any defect as they undergo very strict quality controls in the factory before being released to stores. The logos are properly aligned and they all come with a certificate of authenticity. “Some newer bags come with a USB and a booklet that guarantees you the authenticity of the product,” says Joel.

“I’ve become such a huge fan of LV bags that they send me invites to their fashion shows,” Joel adds proudly.

“I have more than 50 LV bags in my collection and I continue to accumulate new items. I also have LV watches, sunglasses, shirts,  polos, bracelets, chargers and everything else LV that is not a bag. At the seventh floor storage of my home in Manila is about a third of my collection; the others are in Tagaytay and the US,” he adds.

“I buy my bags in Europe, in the US and some in cities in Asia but I have found the best ones in Italy,” this collector says.

It’s not just handbags and luggage; Joel also collects watches, sunglasses, bracelets, belts and so much more.

“Probably the cheapest I have bought is a messenger bag I got for P45,000. But there are some items that really cost way more like the diamond-studded LV watch,” Joel muses.

“I also have some Hermés and Versace but really the bulk of my collection is LV. I’m just in love with the brown color: it’s my favorite.”

His mom is also a fan of LV. “I am very happy to have a mom who is very supportive of my hobby. She knows how hard I work for what I have so she has no problem when I reward myself with a little something from time to time,” Joel concludes.

“Collecting LV bags and accessories is something I don’t think I will get tired of. Part of the enjoyment is the hunt.”

And indeed, there are enough handbag models out there that have yet to find their way to Joel’s collection. Who knows? We might one day find ourselves like the VIPs of the last century who traveled in first class train cars with their LV trunks and boxes, touring in high style.

LV collector’s items can fetch a hefty sum at auctions worldwide. They can go for as much as six figures in US dollars, so yes, Joel Cruz’s collection is truly a treasure.