As a faculty member at the Ateneo Graduate School of Business, I have the privilege of mentoring a diverse and driven group of aspiring entrepreneurs under the Master in Entrepreneurship program. This June, our ragtag class took a detour from the usual classroom setup and held an out-of-town session in a truly inspiring venue—La Zarene, a boutique resort in Bacnotan, La Union owned by one of my students, Katrina Blanca De Leon.
Complemented by Rojo Café + Bakery, a Spanish-Filipino fusion restaurant, La Zarene was not only a lesson in hospitality—it offered us a free taste of the comfort and elegance that define Kat’s design philosophy. Both spaces were adorned with stunning pieces from Genteelhome, her bespoke furniture brand. We held whole day classes in the Genteelhome showroom and slept in La Zarene, and those long hours gave us more than comfort—they offered a deep appreciation of the craftsmanship behind every chair, bed, and thoughtfully curated corner.
The interiors were beautiful, the service warm, and the coziness unmistakably Filipino. True to form, a Genteelhome showroom stands proudly near these two establishments—an anchor that ties Kat’s La Union creative hubs together.
Kat has always been vocal in class about her love for bespoke design, her commitment to empowering local communities, and her vision of raising the banner of Filipino craftsmanship on the global stage. In this article, I explore the creative processes, values, and leadership that make Katrina Blanca De Leon—and Genteelhome—natural ambassadors for the best of Philippine design.
GenteelHome: Where Filipino Craftsmanship Feels Like Home
“I knew design was my calling,” Kat de Leon shared, as she looked back on how it all began. Growing up with an architect father gave her a deep appreciation for spaces that felt thoughtful and lived in. Years later, a one-off furniture commission would spark something that changed everything.
“We had no machines—only craftsmanship, passion, and relentless dedication.”
That one custom piece led to another, and in 2013, she left the safety of corporate life to start Genteelhome in a small townhouse in Pampanga. From personally sourcing wood to obsessing over design details, she built a brand from scratch with a small group of artisans and a big dream. Today, Genteelhome has grown into a full-service atelier with close to 100 team members, and showrooms in Pampanga, Podium, and La Union.
Why Filipino Design Feels Different
“Filipino design blends function with emotion… drawing from generations of stories, traditions, and culture.”
Kat believes what makes our design language special isn’t just about weaving and woodwork—it’s the heart that goes into each piece. At Genteel, that means solihiya, reclaimed wood, rattan, abaca—materials that tell a story. It’s a way to stay grounded in who we are, while creating something that speaks to modern living.
Designing with Feeling
Inspiration doesn’t always come from mood boards or Pinterest. For Kat, it’s often the small things—quiet mornings, travels, even conversations—that end up woven into her work. Her pieces are not just meant to be beautiful—they’re designed to serve a real purpose in a space.
Mixing Heritage and Modernity
A favorite example is the Flerinda Dining Chair, featured at Manila FAME 2024. It’s got the classic Filipino touch—solihiya weaving and turned wood details—but dressed up with bold blue fabric and sculptural legs that give it a contemporary flair.
“It celebrates Filipino craftsmanship while embracing a refined, contemporary vision.”
Designing for the Filipino Way of Life
From the Silungan Collection (which means shelter) to Ugnayan (connection) and Payak (simplicity), each collection Kat releases speaks to how we, as Filipinos, live and gather.
“No matter where life takes us, we always find our way back to the table, back to family.”
The Heart of the Brand
“The true soul of Genteelhome lies in our local artisans.”
It’s not just about making furniture—it’s about giving purpose to every piece and making sure the people behind them are seen, supported, and celebrated.
Taking Filipino Design Global
Genteel has already started shipping internationally, but this year’s a big leap. After showcasing at FIND Singapore, Kat and her team are heading to Maison et Objet in Paris—one of the world’s most respected design fairs.
“We want to show the world that Filipino craftsmanship doesn’t just belong—it shines.”
We only spent 4 days in Kat’s place, but that was more than enough for me and my class to know what Genteelhome is really about. The warmth, the welcome, the quiet elegance—it wasn’t just in the way she hosted us, but in the very furniture we sat, dined, and rested on. Every piece seemed to echo that familiar Filipino hospitality: generous, grounded, and full of heart.
Kat doesn’t just design furniture. She designs moments—ones that invite you to slow down, connect, and feel right at home. And in that short stay, I got more than just a taste of her work—I experienced the very soul of it.
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