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Sikat Pinoy National Handicrafts Fair

Ferangeli at Sikat Pinoy National Handicrafts Fair

In connection with the Philippines’ hosting of the Asia-Pacific Economic Cooperation (APEC) summit this year, the DTI Sikat Pinoy National Handicrafts Fair will be showcasing not only products from the country’s sixteen regions, but also from some of the APEC member economies.

With the theme Piling-Piling Produktong Pilipino, the handicrafts edition of the 2005 SikatPinoy national trade fairs, we, Ferangeli Guitar Handcrafter, are taking part to exhibit our hand-crafted instruments made from Lapu-lapu City, Cebu! Alongside us are indoor and outdoor furniture; houseware and decor such as linen, lighting fixtures, tabletop accents, etc.; gift and novelty items; and health and wellness products. This retail and order-taking event aims to expand the market presence and open up business opportunities for Filipino SMEs from the regions.

At the same time, special settings and pavilions will feature guest exhibitors from APEC member-economies. The DTI SikatPinoy National Handicrafts Fair is scheduled from May 6 to 10, 2015 (Wednesday to Sunday), at the Megatrade Halls, SM Megamall, Mandaluyong City. The fair
is open from 10:00 am to 9:00 p.m. Admission is FREE.

For more information, contact the DTI-Bureau of Domestic Trade Promotion at telephone number
751-3223, fax number 751-3224, or email Please “Like” the Facebook page www.facebook. com/sikatpinoyfairs for updates on SikatPinoy events.

The Poster:

Sikat Pinoy National Handicrafts Fair




Hadar: A Ferangeli Student Luthier

Hadar, from Israel, a guitar enthusiast who wants to know more about how the instrument is made was looking for people to teach him the craft. When he found out about Ferangeli Guitar Handcrafter, he then came to the shop inquiring if we could teach him how to make his own guitar, and with the future goal of teaching other people, from his homeland, in the art of guitar-making. As he was more than willing to learn we were also more than willing to teach him.

During his stay, he was guided by the Andoy, the master luthier, on to what he’d be doing for the day, or the next succeeding days perhaps. Depending on what he’d be working on, he will be paired with one of our employees for the hands-on.

To document his every progress, he got his camera ready. He took photos and videos of every process and every pieces of his guitar. These documents will serve as his reference when he goes back to Israel and teach other enthusiasts.

Handcrafting doesn’t really end up being clean, here’s his selfie:

Hadar's selfie

The moment when he finished his instrument, we took a video of him playing and he’s very happy with it! Check it out:

The time he left to go back to his hometown, he gave us a copy of his progress photos, that’s where we got the photos posted above.

2nd Cebu Ukulele Festival

Fiesta 2014: 2nd Cebu Ukulele Festival

Mark up your calendars this December 28 for Ukulele Cebu’s 2nd “FIESTA” Cebu Ukulele Festival at the Fuente Osmeña Circle! The show starts at 7pm, bring your ukuleles, friends, and families!

Featuring our very own local Ukulele talents:

Share the Good Vibes!!

2nd Cebu Ukulele Festival

Source: Ukulele Cebu


Eddie with his two new Classical Guitars

Two classical guitars just got loved!

Eddie, a flamenco player from Australia, customized 2 classical guitars from us, one Humpback and one Ramirez Classical Guitar.

Eddie Humpback Classical GuitarThe Humpback Classical Guitar

He first found out about us was from a mall exhibit. He got amazed the first time he tried to pay one of our Humpback Classical Guitars, but didn’t decide to buy it yet. The time he visited our shop, looking for a similar instrument, but sadly it was no longer available for sale. We told him he can customize his own Humpback Classical Guitar.

His guitar had a Solid Engelmann Spruce top with Solid Mango Humpback, and arm rest of Philippine Ebony (Kamagong). Inlayed on the headstock of this guitar are his initials A and F, and with the flower fingerboard inlays.


Eddie Ramirez Classical GuitarThe Ramirez Classical Guitar

Taking a quick tour around our  showroom, he saw our Ramirez Classical Guitar with the falling leaves inlay and a guitarist inlay at the back but unfortunately it already had an owner. He decided to customize his own guitar with the same specifications.

The top wood was a Solid Engelmann Spruce, with a Solid Indian Rosewood back and sides. Attached on his guitar was a Fishman active pick-up.

The guitarist inlay on the guitar looks like this:

Guitarist Inlay

After months of waiting, he finally got hold of his guitars and immediately started playing with them.

He also quoted:

I really love the sound of the humpback guitar.

The Front Showroom

An online page about Ferangeli Guitar Handcrafter

Originally located in old Lincoln St., in the heart of downtown Cebu City, Ferangeli Guitar Handcrafter formerly known as La Filipina, has been handcrafting quality acoustic guitar instruments since 1919. Now managed and operated by Master Luthier Fernando Dagoc, the custom guitar factory is now located in Barangay Pajac, Lapu-lapu City in the Island of Mactan – the capital of guitar making craft in the country.

Far from the crude tools of yore, Ferangeli now handcrafts its exquisite line of acoustic steel and classical guitars with state-of-the-art equipment and backed up by a pool of experienced highly skilled craftsmen and luthiers. These fine instruments are made under the strict supervision of Fernando Dagoc who is descended from a family line of excellent luthiers. Over the years and with his experience in various production processes, Mr. Dagoc continues to learn new innovations in guitar technology and invests in the latest equipment that is at par with international luthier standards.

Such qualities set him apart from the other luthiers in the community, and as a testimony to his superb craftsmanship, he has customized orders from different parts of the globe. Some of his classical guitar pieces are exported to established Guitar shops in Spain and the U.S.



The Front Showroom

A glimpse of Mactan and Ferangeli Guitar Handcrafter

As you fly into Cebu and walk out of the air-conditioned plane, you immediately feel the hot humid climate of Mactan. Lunch time can only be at Sutukil — a native restaurant where specialty is fresh sea food. You choose the moist fish, lobster, prawns or whatever and they serve it to you cooked suiting your craving taste buds. Nothing fancy, just healthy sumptuous food on a bamboo table overlooking the sparkling sea and its mid-day sun. For a group of 4 you’ll only be spending less than 2,000 pesos.

If however, for only one reason should you come to Cebu or Mactan in particular, don’t miss Ferangeli Guitar. A haven for quality, original stringed instruments. The Shop stands at Abuno, Lapu-Lapu city, the heart of guitar making in Cebu (A taxi ride from the airport is a mere thirty minute ride costing only around 100 pesos). You’ll be greeted by the owner Andoy and his lovely wife Aying. A very, very talented couple who has developed the stringed instrument into a work of art. Here you’ll find the exacting concert guitar to the extreme “T-back” guitar; ovation guitars designed in every form possible from the usual wooden “hunchback” to the intricate glued shells from the deepest parts of the Philippine sea.



Internationally renowned flamenco guitarist and luthier. The only Filipino awarded the title “Builder of Stringed Instruments” from Spain, Year 2000


Ferangeli Guitar Showroom

Guitar Maker Strums Optimistic Tune Despite Crisis

Sunday, October 18, 2009
Cris Evert Lato Sun.Star Cebu

WHILE waiting for the economy to recover, Fernando Dagoc, owner of Ferangeli Guitar Handicrafts said he keeps himself busy in drying wood so they can proceed with the production of guitars as soon as orders start coming in again.

“This business is our family’s source of income so I need to find ways for the business to stay in the market,” Dagoc said. He recalled that when the global economic slowdown started, there was a 30 percent decline in sales. “My guitar business wasn’t spared,” he said.

Because of the sales decline, Dagoc said he shortened the workweek of his contractual employees from six working days to just three. “There is no way for us to produce more because we have enough stocks of our guitars,” he said.

Considered as the third generation of a family of guitar makers, Ferangeli Guitar Handicrafts produces high quality handmade guitars in Lapu-Lapu City.

It has been selling to foreign markets such as Canada, Spain, US, California and Hawaii.

“Some of these buyers, Canada in particular, send their materials here and we just assemble it and send it back to them,” he said. “Foreign buyers love to have their guitars made in Cebu because they are assured of the quality.”

Aside from the foreign market, Dagoc said they have penetrated the local market in some parts of the Visayas and Mindanao. Prices of the guitars range from P800 for low-end pieces to P45,000 for high-end models.

“If some businesses see the global economic crisis as a downfall, I see it as an opportunity to re-establish the business,” Dagoc said. “You have to be resilient.”

He said that they joined exhibits to gain more exposure and to attract more buyers.

Ferangeli Guitar Handicrafts was chosen as one of the representatives of DTI’s project One Town-One Product program. Aside from guitars, they also produce souvenir items such as key chains made out of scrap materials from guitar-making.


Andoy’s Cebu Guitar Sell

Cris Evert Lato Cebu Daily News
First Posted 14:27:00 12/22/2008
Filed Under: Entrepreneurship, Economy and Business and Finance

CEBU CITY, Philippines – The busy world of downtown Cebu was a normal sight for Fernando “Andoy” Dagoc in the 60s when he used to visit his late grandfather Pedro Abendan who ran a guitar shop on Manalili street.

At seven years old, the young Andoy was the loyal assistant of La Filipina Guitar. The store was established in 1919 and located in the old Lincoln District, downtown Cebu City.

His parents, Nelita and Primitivo, also put up their own guitar business, Custom Guitar in 1960. The store was still located on Manalili street.

As the eldest among four children, Dagoc helped manage the store. This was where his interest for guitar-making became his passion.

“Didto ko nakat-on unsaon pagdala og tawo, nga importante gyud ang tawo. Daghan kog nakat-unan didto nga wala sa libro (That is where I learned how to handle people… that taking care of your people is important. I learned a lot there that were not found in books),” he told Cebu Daily News.

His extensive exposure made him decide to take over the family business, as a third generation entrepreneur. This was after he finished his degree in mechanical engineering at the University of San Jose-Recoletos.

He opened Ferangeli Guitar Handcrafter in 1988 with only P2,000 in capital in 1988. The store was named after their first born. It is also a combination of his name, Fernando and his wife, Angelita.

From Cebu City, he moved his store to Barangay (village) Pajac, Lapu-Lapu City, which has been the production site of the family’s guitar business.

Although Ferangeli was not the first guitar store in Lapu-Lapu when they moved in, the brand still became widely popular.

“I do research. I always seek for ways on how I can stay ahead of my competitors like what needs to be done and what needs to be improved on,” Dagoc said.

He first hired one person to do the guitar prototypes with him. Dagoc said he was careful because it was his first shot to build a name of his own.

In 1994, he decided to focus his efforts and time in opening a lumber business because he thought it would be more profitable. His guitar business was done on the side.

“I supplied wood to other guitar store owners, furniture companies, handicrafts. Twice, I went bankrupt but I did not stop. I borrowed money and paid my dues diligently,” he said in Cebuano.

When he observed that interest in Cebu-made guitars achieved unparalleled growth in the late 90s, Dagoc intensified his guitar production.

Because of his unique designs and attention to details, his guitars made a big hit in the local market. He supplied guitars to malls and major souvenir stores in Cebu and in other parts of the country.

While his lumber and guitar business maintained a steady growth, Dagoc then saw another opportunity to diversify his business. He opened handicraft shop in 2000.

“It was my handicraft products which were exported before the guitars. I decided to venture into handicrafts so there will be a variety. In case guitars will not sell well, at least, I have an alternative.”

As his handcrafted products made waves in the United States and in other parts of the world, Ferangeli guitars also carved its own international name in 2005.

His first international client was a guitar virtuoso and professor from Spain, who randomly visited guitar stores in Lapu-Lapu City.

The same client is also one of his loyal “consultants,” who give him guitar books to serve as reference materials.

From there, export orders from Norway, Hawaii and Canada, among others, continue to pour in up to this date.

Dagoc said he learned to play in all market levels to battle fierce competition. This is also his formula for success in battling the economic crisis.

“Ang tawo mangita gyud na og ubos-ubos nga presyo pero maayo og quality. Naa mi ingon ana nga produkto diri (People will always look for affordable but good products. We sell these products),” he said.

Low-end guitars are sold at P600 each, while high-end and export quality guitars are sold at P40,000 each. Mid-end guitars, usually made of jackfruit wood, cost P3,000 per piece.

High-end guitars are mostly made of imported wood such as Canadian spruce top and red and white cedar. He said local wood that can be used as premium guitars, include kamagong, banuyo and bayong.

While the Cebuano name is known worldwide to produce world-class products, Dagoc said businesses in Cebu should not be complacent.

“It’s best to research, innovate and never rest on producing good products. Things change, so you have to adopt. Never think that things will stay as they are.”

“It is also important not to lose hope on the business and your people. Trust your people. Make sure that you pay them well,” he said.