Gideon Hermosa: From farmer to int’l events stylist

Participants from at least 20 countries came to the Philippines recently to attend the masterclass of Gideon Hermosa — the Filipino celebrity events stylist has undoubtedly come a long way from his humble beginnings as a farmer in Tarlac.

“My dad is a farmer so I really experienced farming during my growing up years,” he said in answer to a query from DAILY TRIBUNE in a group interview with the press. “Being a farmer during those days, talagang mataas akong mangarap, okay? (I really dream big.) So during those days, whenever you’d ask me kung anong gusto kong maging, sabi ko, (what I wanted to be, I’d say,) I want to be an architect.”

Only about 20 years ago, Gideon was ploughing through the fields as he dreamt of becoming an architect or gown designer.

“It all started when I was still a boy in Tarlac, simply daydreaming of transforming ang isang kalsada ng isang barangay (a street of a village) into an upscale wedding reception,” he shared at the audio-visual presentation (AVP) for his 15th anniversary shindig in Manila Marriott Hotel.

“Nu’ng high school ako, naaalala ko, ‘yung mga classmates ko, every time na magkikita kami, I would sketch for them gowns for their future weddings. (When I was in high school, I would sketch gown designs for my classmates.) And during that time, that was my way of expressing my creativity at an early age.”

But like many Filipinos, Gideon was unable to finish his studies due to poverty.

“Growing up, taking up high school, medyo mahirap ang buhay (life was difficult) during that time. Taking up an architectural course would take me five years eh. Since medyo kapos kami that time, naging praktikal ang parents ko and ako, (Since we were short, it was more practical for my parents and I,) so we decided that I take up Hotel and Restaurant Management for two years.

“Ladderized s’ya for two years. So mag-ba-Baguio ako ng two years, so in case na kapusin ng pera, itutuloy ko s’ya some other time. But kung nagkaro’n ng money after two years, itutuloy ko s’ya into a degree course. So what happened was after two years, ‘di na namin kayang ituloy, so I had to work when I was 18 (My course was ladderized for two years. So the plan was, I study in Baguio for two years then if we become short of funds, I would just finish my studies some other time. But after two years, I couldn’t continue my studies, so I had to work when I was 18),” he explained.

“Eighteen palang ako, nag-papaaral na ako. (At 18 years old, I was already sending my siblings to school.)”

Instead of being down, Gideon was determined to turn his lemons into lemonade.

“I have no regrets. I was really independent,” he affirmed.

“My need to create found its outlet in floral arrangement competitions, helping higher batchmates who were friends. Hindi ako matahimik eh. (I couldn’t be at peace.) So I was constantly searching for ways to use my creative ideas.”

He took an internship at Baguio Country Club after the two-year course — and that was how doors began to open for him.

“During that time, I saw weddings since nasa hotel ako, pero sa kitchen kasi ako naka-assign (I was assigned in the kitchen). So every time na may wedding, excited ako, nakikita ko ‘yung concept, design, everything! (Every time there was a wedding, I got so excited to see the concept, design, everything!) So parang sobra akong natutuwa with weddings. (So I get so happy with weddings.) Actually, high school pa lang, natutuwa na ‘ko (Actually, since high school, I was already amused),” he narrated, adding that even during his high school days, he already made wedding and special events souvenirs to earn extra income.

“So nu’ng college, talagang natuwa ako kasi na-expose ako into flowers sa Baguio City. Then after college, after I worked sa Baguio Country Club, mas na-expose pa ako sa weddings (During college, I really got excited because I got exposed to different flowers. After my intership, I got more exposed to weddings),” he said.

“My on-the-job training at the Baguio Country Club truly fueled my love for events,” he added in the AVP.

This was when Gideon started to realize what he really wanted to do in life: “D’un talaga, in my head, na weddings and events talaga ang gusto ko. (I’ve become decided that weddings and events are really my type.)”

But Gideon did not become an events stylist right away. After Baguio Country Club, he went on to work with other hotels and as a cake designer, a barista and a cashier, among others.

“Ako kasi ‘yung tao na kapag hindi ako nag-gro-grow in one place, I go to another place. (I’m the type of person who leaves for another place if I don’t grow in one place.) During that time, parang ang hirap mag-establish ng career in Baguio City kasi feeling ko marami na ring competitors and all (it was hard to establish a career in Baguio because of the many competitors),” he reminisced.

During a wedding fair in Pangasinan, however, Gideon met a catering business owner that invited him to join her company.

Though unsure if he deserved to accept the offer because he had no formal training in events styling, Gideon accepted the challenge.

“Pinag-isipan kong mabuti ‘yun pero like suntok sa buwan, go! Sige! (I thought about it so hard and just went on with it.) Hindi alam ng parents ko, lumipat ako ng Pangasinan and then naging successful ‘yung collaboration namin (without my parents knowing, I moved to Pangasinan. Our collaboration became successful). Nag-work ako sa kanya as a catering manager and during that time, s’yempre basic lang lahat ng setup. (I worked as a catering manager and during that time, the setup was only basic).”

Gideon might have come from a simple background, but deep inside, he knows there should be more to events than just tables and food.

“I offered to the client to elevate the design. And then natutuwa silang lahat, hanggang sa mas dumami na ‘yung weddings namin na iniistylan kaysa sa catering business (All our clients became happy until such time the styling business became bigger than catering),” he attested.

Instead of settling for the success he has found with the catering company, Gideon wanted more.

“After three years of doing that for the catering business, another step para mag-grow (to grow) is to have my own business.”

House of Hermosa

Gideon’s first ever client was a family friend.

“The couple trusted me, isang bata (their child), with the reception,” he said.

He was able to pull off styling the event through skirting and floral arrangements without floral foam, and some crepe papers.

“During that time, I earned P300 and invested it on black pants.”

After saving some money from his work in a catering business in Pangasinan, he decided to put up his own business.

“Nu’ng nakaipon ako ng kaunti (when I was able to save some money), I decided to resign. Nagpaalam ako nang mabuti (I said a proper goodbye). And then, I took up my own business in Dagupan City. That became the Event Studio by Gideon Hermosa. And that was 15 years ago.

“So ang initial goal namin (Our initial goal) during that time is to bring the Manila trends sa probinsya (in the province). And it was very successful. And eventually, dahil sa (because of) hard work and passion at dahil sa dedication ng buong team, kami na ang dinadala from the province to Manila (Because of the hard work, passion and dedication of the whole team, we are the ones being taken from the province to Manila).”

Even after his business took off, Gideon did not relax “like a boss.” He consistently shuttled from Pangasinan to Manila to buy flowers at Dangwa and Divisoria, and back again to Pangasinan and then to Baguio to buy some more flowers — all in the same day.

“Our hard work paid off. So 2015, we started our first Manila office and warehouse.”

He recalled a time when he used to simply admire the works of celebrity event stylists like Teddy Manuel in the pages of newspapers and magazines.

“Secretly, I was hoping to be like them,” he said in the AVP.

Eventually, Gideon did become good friends with Teddy and many more in the industry — here and abroad.

From only four, his core team today is now 34, with a total of about 100 working with him for an event.

From the Philippines, Gideon and his House of Hermosa have styled events in Singapore, Thailand, Italy, Greece and Lithuania, among others.

“It was basically more on experience lang talaga (just really),” he said at the interview on how he was able to pull off styling any event without a formal design education.

“House of Hermosa is built on passion and hard work,” he boldly declared.

For the company’s 15 years, their vision is “no longer about the success and about Gideonized going global, but about the incredible talent within our own industry in the Philippines,” Hermosa said.

“We are dedicated to opening doors for our fellow creatives, providing a platform to shine in the global stage.”

As for his family of farmers, Gideon happily shared that he also did his part to create impact in their lives.

“Oo, talagang malaking malaking improvement! (Yes, there has been a great improvement in their lives!) Alam mo, hanggang ngayon, very very grateful sila! (You know, until now, they’re very grateful!),” he shared.

“Yes! Lahat sila! (All of them!)” said the eldest of five siblings if he was able to send his four siblings to school.

“Kaya 18 palang, nagpapaaral na ako (I’ve been supporting my siblings’ studies since I was 18).”

May it be in life of career, the secret to success, he said, is to “always stay grounded.”

“Malaking factor s’ya (Humility is a big factor). In fact, I always tell my friends, kapag lumaki ang ulo ko, sampalin n’yo ako! (If my head ever becomes big, spunk me).”