When talking about Cebu guitars, the name Susing’s always comes up. This brand has been around since the Spanish colonization. Its popularity can be attributed to its world-class products.
The New Susing’s Guitar was established by a merchant and luthier named Juanito Valiente Sr. in 1949. Valiente used to sell his handcrafted guitars in the store of his wife, Susing. To cater to the high demands for his works, Valiente hired more people.
Opportunities for expansion came during the Vietnam War in the ’60s. American soldiers who were assigned at the Mactan Airbase became fond of Valiente’s affordable yet high-quality guitars. Some soldiers even requested for customized ones. Susing’s then started exporting their products to various countries. To be able to compete with other guitar makers, the brand always upgrades their tools. A great example for this is their use of wood moisture testers so the guitars won’t fall apart when being transported to other countries.
Susing’s continues to thrive in the guitar business, not only in Cebu but internationally. In fact, it exports its string instruments to Asia, Europe and USA. The brand was also the country’s representative in a number of international expos commissioned by the Department of Tourism like those in Hong Kong in 1976, Japan in 1983 and Singapore in 1992.
Susing’s is proud of their experienced workers who come from a long line of luthiers. Not only will you get high-quality guitar when you buy from Susing’s, you will also support the workers and their families.
For more information, visit the New Susing's Guitar at Abuno, Pajac, Lapu-lapu City, Cebu. You may contact them through their landline at +63(32)505-0723 or mobile number at +63(915)670-0680. To see some of their products, visit their official Web site at http://www.susingsguitar.net/
How to get there:
If you wish to have a hassle-free trip, you may ride a taxi to Abuno, Lapu-lapu City. However, if you wish to save on cash, you may also ride a jeepney bound for MEPZ II from Mandaue. Once you’re in MEPZ II near Tamiya, hop on a tricycle and tell the driver to take you to Susing’s Guitars. Most drivers are familiar with the shop because it is very famous.
Here’s a map from their Web site: