Even then, Sy was ahead of his peers, prioritizing craftsmanship and drawing global inspiration from his travels abroad, said Harley Sy, SM Investments executive director, co-vice chair of SM Retail, and Sy’s youngest son.
Not just SM lore
Successful businesses often build legends around their beginnings, and the SM Group is no exception. But Harley shares that the story of shoes is not just corporate lore but a reality deeply woven in SM’s history.
“Shoemart was established in October 1958, and my father’s shoe brand Parisian for ladies was also established in 1958, born from his travels abroad in search of quality footwear for Filipinos,” Harley said.
“His obsession with shoes was well known; he believed that comfortable, well-fitting shoes should be an affordable aspiration for everyone,” he added.
Parisian to Boston
The rising Philippine middle class was looking for something fresh in the 1950s, and Sy was aiming to fill this gap in the market while staying true to keeping prices affordable.
The name Parisian, with the landmark Eiffel Tower in its original shoebox design, was born from this concept and Sy’s personal admiration for European craftsmanship.
But his travels took him all over the world, even to the United States—a bold step despite the language barrier.
“In his travels to Boston, which was the shoe capital of the world then, he sought out shoe agents for showroom samples,” Harley said.
“It was daunting for him to navigate the shoe trading houses, speaking limited English. But many of them eventually started selling to my dad since he was buying in bulk. These were typically small sizes, which would fit Filipino feet, leading to his shoe trading venture,” he added.
From follower to market leader
Sy’s travels also opened his eyes to the transformation happening in the US retail scene, which saw the emergence of department stores and malls.
“Shoemart was the first shoe store in Carriedo to have air conditioning, creating an inviting environment that drew customers in,” said Harley, referring to their Manila store.
By following trends, the group stayed ahead of competition both locally and abroad.
Today, it feels like the reverse is happening, with Philippine malls thriving while malls in the US are waning.
Burning the midnight oil
While most businesses wind down for the evening, Sy—fondly known as “Tatang”—would spend his evenings from 10:00 p.m. till midnight to sample shoes at the Carriedo store, Harley recalls.
Through Parisian, they also worked closely with Marikina shoemakers in the 1950s and 1960s.
“Tatang would closely look at the shape and fit of every shoe. He would even get a white-tipped drawing pencil or chalk and point to the parts of the shoe that needed to be corrected,” said Harley, who learned about shoes from his father in the 1980s.
“These were very important,” Harley said. “Comfort was paramount. My father had an innate ability to assess fit and quality. He could identify flaws just by looking at a shoe,” he added.
A shoe lesson from a tycoon
Harley demonstrates his knowledge of footwear by picking up his office shoes. He then forms a reverse L with his thumb, index, and middle fingers, and inserts them just above the insole.
“Look for the middle part of your finger. The counter of your shoe, or the back part that gives support, should end there at the middle part,” he said as an indicator of shoe comfort.
“This was a learning experience that forged my appreciation for detail and hard work,” he added.
Going strong nearly 70 years later
The SM Group owns the country’s biggest bank, mall, and retail chain today.
Fans of Parisian shoes also happily note the brand is very much alive today and remains a staple in all SM stores.
“We decided to expand Parisian to offer new, high-quality choices while maintaining attractive price points,” said Felanie Lim, shoes and bags senior vice president.
“With categories like Parisian Comfy, Parisian Plus, and our premium line, Parisian Limited, we adapt to evolving market demands. The brand currently boasts a diverse inventory of thousands of styles, ensuring there’s something for everyone,” she added.
Since its inception, the SM Store has sold millions of pairs of Parisian shoes.
Legacy of innovation
“Innovation is key to staying relevant. The market is always changing, and we must evolve with it. Tatang was a constant innovator, reinventing himself—from shoes to department stores, malls, specialty stores, and to what SM is today,” Harley said.
“We will continue to adapt to the market’s aspirations,” he added.
Miguel R. Camus has been a reporter covering various domestic business topics since 2009.
