This ‘lord of scenTs’ sniffs ouT louis VuiTTon
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.
“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.
“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- 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.
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
‘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.’