The father and son duo on innovative business practices, their views on leadership, the importance of cherishing family bonds, empowering women, and championing the collective good.
Take a short swing south of Manila, and you’ll find yourselves in an oasis of calm. Nestled amidst a nature sanctuary that’s home to a host of flora and fauna, the Sta. Elena Golf and Country Estate is a gem of a property. And today at the cover shoot for Lifestyle Asia, we are with two of its proud stewards, stalwarts of leadership, and the father and son tandem that is Rico and Donnie Tantoco.
The duo poses together, dapper and yet decidedly relaxed as they lounge amidst the natural splendor of this little pocket of undisturbed serenity. The Tantoco men are pulling off all the looks with ease, as can be expected from members of the family who birthed the country’s premier luxury shopping destination.
Indeed, the Tantoco surname has become synonymous with Rustan’s, the fashion and lifestyle empire founded by Rico’s parents, Gliceria Rustia-Tantoco and Bienvenido Tantoco, Sr. In fact, the luxe department store’s name is a portmanteau of its founder’s surnames, Rustia and Tantoco. It is an empire that has since been passed on and expanded upon by their children and grandchildren, the two of whom present today likewise named after its founder. Specifically, Bienvenido Tantoco, Jr., fondly called Rico, and his son Bienvenido Tantoco III, or Donnie.
With close to three quarters of a century in the industry, Rustan’s has cemented its leadership position as a true purveyor and curator of luxury, showcasing the best global brands alongside Filipino talent. It is what its chairman Donnie considers a place of discovery, where their fiercely loyal clientele can indulge in their passion for beauty in their homes, their families, and themselves.
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Stewards of Quality
As chairman of Rustan’s and of the SSI Group, the latter of which having successfully brought in numerous international brands, Donnie would describe the Tantoco legacy as one of being stewards of quality. This refers to both the products and services they deliver, as well as the relationships they build. “We must use our visibility and craft as retailers, to constantly find new ways around the world, to make luxury and quality accessible not only to the elite of our country but all Filipinos that also have undermet aspirations and want Rustan’s to help them live their most inspired life,” he shares.
With decades in the business, the luxury retailer has developed a keen sense of what Donnie believes can elevate their customers’ lives. “We want to know and serve them so well and consistently that our relationship will be symbiotic,” declares the 57-year-old executive.
Empowering the Woman
And while their client base is diverse, he shares that women are an integral part of their business. “We find it fascinating to understand women, and employing our repertoire of skills to know her and serve her as well as we can,” conveys Donnie. “When we get to the human experience level, we see many, many ways to make a working mom’s life better. Many ways to make her whole with herself, so she can be whole for her mission.”
Adapting to the needs of women, and trying to empower her, is something Donnie shares his Lolo Benny (Bienvenido Tantoco, Sr.) had specifically taught him as their top priority. “We want to be trusted by her, and we want to be in the business of helping her and keeping her spirit strong. When the female spirit is strong, the world is a much better and more productive place and environment,” he shares.
Honoring Heritage
Indeed, the values and spirit of Rustan’s founders Lola Glecy (Gliceria Rustia-Tantoco) and Lolo Benny still ring true amongst the younger generation. Rico recalls the time he spent working with his parents, whom he fondly calls great bosses and legends. “I probably learned a lot from both my father and mother. My leadership skills, whatever I have, a lot came from them,” Rico declares.
As for Donnie, he believes that subscribing to the original blueprint of their company’s creators is key to maintaining their leadership position. “I think we need to have a strong sense of our identity, our roots, especially the core values and original vision of our founders, and our purpose and calling. Once this is clear, we will learn to adapt, navigate through, and be agile amidst a fast-changing landscape,” he maintains.
One thing Donnie believes was crucial to defining his grandparents’ motivations was their desire to find a higher purpose and a deeper meaning to their work. “Their family was a huge motivating force for them, but they also wanted to go beyond that,” he says, recalling how they eventually expanded their concept of family to include those around them. “They wanted our stores, our company, to be a second home, second family to our employees, our customers, our suppliers.”
Another virtue that is a cornerstone of the Tantoco value system is the concept of humility. “We need to stay humble, always willing to learn,” shares Donnie, who also defines humility as being comfortable in one’s own skin. “If we are given authority and power, we must use that to serve others; make the lives of others better.”
Leadership Redefined
Despite the competitive business landscape, the two men believe that there is a better way to lead. They espouse a brand of leadership that prioritizes a community spirit alongside financial success. “We make sure that our partners and employees also grow as we grow. We are at our best and most innovative when mutual trust and respect is high, and our relationships are strong,” says Donnie.
Rico likewise wholeheartedly subscribes to the same philosophy as CEO of Sta. Elena Properties, which he established in the 1980s. “Business is a dog-eat-dog world, and so is yours, but at the same time you’re showing us that it can be different here. We can live according to great core values,” Donnie declares of his dad’s leadership.
Subscribing to a certain equity in employment, Donnie shares how his father would look beyond someone’s background or educational attainment when managing his company. “It’s a very empowering environment where everyone can succeed,” says Donnie, touting the merits of how ordinary people can collectively accomplish extraordinary deeds given the right opportunities. “I think you’ve created a company where you can go as far as you can, with your own strength,” Donnie says to his father.
In his own work, Donnie believes in the power of “super teams” as opposed to superstars. A mark of good leadership he believes is in helping people access the goodness and greatness that exists within them. And in helping people harness their full potential.
“Over time, the impact that we make must be to reduce the inequality that persists in our country,” Donnie continues, sharing that this work starts within organizations. “We can use our growth and resources to intentionally improve the quality of our employees’ lives not through handouts, but through opportunities, training, development and growth.”
Parenting with Purpose
Leading a company can in some ways be akin to parenting, a role that requires vision, wisdom, sacrifice, and much more. To Rico, he sums up his parents’ style as one of love. “My dad, and mom, dedicated their lives to ensure a good life for their children. They focused on character, health and education,” he says.
In turn, there was also a gentleness in how Rico, alongside his wife Nena, raised his children. “My dad’s parenting style is to give us freedom with clear boundaries. I think he calls it freedom with responsibility,” Donnie conveys. “He leads by example, he trains and teaches us through storytelling. I always feel like my dad is letting me make mistakes, while he is also watching my back.”
Likewise, Donnie hopes he would also be able to parent his children in the same way. “Hopefully, they will do the right things not just to comply, but because they believe in it. I hope my kids will have a clear north star and a moral compass,” he shares. He describes his kids with his wife Crickette, twins Nicole and Camille, and Christian, as strong-willed, creative, professional and kindhearted. “I am so grateful that they have a strong conscience, and good hearts. They are humble, in a courageous, self-giving and purpose driven way.”
Family Values
Donnie discloses that quality time with his family is what he most enjoys. With his dad Rico, he relishes the chance to have long and deep talks, further cementing their relationship. With his kids and in-laws, on the other hand, he bonds with them through random and organic ‘stolen moments.’ “I just want them to update me, tell me what is going on,” says Donnie. At times, these serendipitous encounters he orchestrates become other things, like trips to an art gallery, or to a school event for his grandkids.
With Donnie and his wife now empty nesters, every night is date night, albeit one spent lounging at home. The couple enjoys having leisurely dinners, talking about everything under the sun. “Crickette for me is the best person to confide in,” shares Donnie, grateful for having a supportive spouse. “She is brilliant and she gets hard things done. She is grounded in reality, and yet she helps me pursue big and crazy dreams.”
As for Rico, he likewise enjoys spending time with his family, dedicating most of his free time to them. Even at 79, Rico still works a full day, with time also spent for exercise, and of course, golf. He enjoys reading, and also traveling, although admittedly a little less now. At times, he likes taking his boat out to sea.
Donnie, on the other hand, has dance lessons twice a week. “My teachers tell me that what we are doing is jazz funk. I don’t know what jazz funk fully means yet,” he jests. Dates with his granddaughters Yani, 5, and Anya, 1, are likewise what he looks forward to. “When I am with them, time feels so different,” muses Donnie. “I find myself becoming more playful, more childlike, when I am with them. When I am with them, it’s like a date that I wish won’t end.”
Style Codes
Naturally, with this sartorial family, fashion is an elevated pursuit that even pays homage to one of Lolo Benny’s favorite maxims. “He told me every day is about getting 100 points. And you get 50 points for showing up, and 40 points for looking good,” Donnie recalls.
Donnie admits to favoring Japanese designers, as well as having a penchant for Italian and French fashion. “I like pieces that have a cultural artistic expression or story to tell,” he declares, gravitating towards free-flowing silhouettes. “I am also very, very influenced by my wife Crickette and my son, Christian. They are the ones teaching me how to find a style that is authentic to me.”
Rico, on the other hand, reveals how his fashion sense had been influenced by his mother. This emerged as a classic and conservative approach to dressing. Heritage brands like Hermès, Ermenegildo Zegna, Salvatore Ferragamo, Louis Vuitton, and more rank high on his list. Although, he says, he hasn’t really shopped in a while. “My children keep gifting me with new brands which I love,” he declares.
Natural Evolution
In addition to his leadership responsibilities at Rustan’s, Donnie is also engaged in developing one of their newest projects: Nena’s Sanctuary. The three-hectare lakeside property, named after his mother, was inspired by a beautiful park called Boston Common.
Donnie shares that he wanted to create a park that was self-sustaining through its business component. And yet one that paid homage to his parents’ counter-cultural values and leadership, resulting in “contemporary spaces nestled in nature.” First on the agenda is the gorgeous events space Lakehall, which is also where Lifestyle Asia hosted its anniversary gala last year. Then in August, the Tantocos plan to open a restaurant with a rooftop bar called Rico’s Café.
“These projects mark the first time in a long time that I am once again working with my wife whom I greatly respect. She is one of the smartest and most capable business persons I know,” declares Donnie. His children are likewise very active in Nena’s Sanctuary, engaged in the marketing and creative direction of this unique lifestyle concept.
Another family member Donnie has been working with closely now is his cousin Christopher Tantoco, with whom he has founded Joel’s Place. For this upmarket grocerant, one of their main inspirations was Donnie’s late brother Joel, who had been deeply influenced by French culture, as well as the city of Paris. The city of lights was likewise the place that inspired their grandparents to create Rustan’s.
Donnie describes this new and creative venture as “Parisian inspired but intentionally designed to have a contemporary Filipino character, just like my brother Joel.” Working with artisans, farmers, cheese producers, bakers, and the like from all over the globe, Joel’s Place is once again allowing people to discover new tastes, and travel without ever having to leave the country.
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Passing on the Torch
Seeing the father and son together, one can truly feel the genuine affection and respect they have for each other. “I admire my dad. If I were to sum up his life purpose, it would be greatness that benefits many. He is a force of good that is also a force to be reckoned with,” shares Donnie. “He works and plays to win. But it’s not a win, if it does not elevate the lives of especially those whose lives need the most elevating.”
In terms of leadership, both gentlemen believe in going beyond traditional principles. “Leadership is something more than management. You can be a good manager but you may not be a good leader,” declares Rico. He also shares how proud he is of both his son, and all his grandchildren, and how he admires people of faith. “I admire people who try to make people understand the life and teachings of Jesus, the way, the truth and the life. These are guiding people to their salvation but also making the world a better place,” muses Rico.
Given their privileged positions in society, talk then turns towards the ethics and dynamics of power. “We can’t do anything on our own power. Our joy, fruitfulness, our resilience all comes from having a close, constant and stable relationship with God,” Donnie declares.
His hope is also of course for the next generation to be good stewards of their legacy, balancing contentment with a quest for improvement that has meaning, and likewise benefits others. “Power should not be an end in of itself. It’s a means to accomplish and achieve something that is not for the personal gain of the person, but for the collective good.”
Text MARIANE PEREZ
Photos JOSEPH PASCUAL
Sittings Editor CANDY DIZON
Grooming DEXTER GONZALGO
Hair ERIC OLIVA
Stylist ROKO ARCEO assisted by JULIE ANN AMIGO & GISELLE BARNACHEA
Shoot Coordination MAE TALAID
Shot on Location at STA. ELENA GOLF & COUNTRY ESTATE
