An extraordinary journey of passion and determination has led a local artist in Occidental Mindoro from simple craftsmanship to a successful world of entrepreneurship.
Ruben "Nonoy" Casuncad of Ligad Arts and Crafts is an amazing sculptor and painter who later engaged in business through his works that are inspired by the rich and varied cultural heritage of the Mangyan, an ethnic group living in Mindoro.
It all started in 1996 while serving as a Community Organizer at the Apostolic Vicariate of San Jose Livelihood Movement, Inc. Nonoy was given the opportunity to serve in a Mangyan hamlet, which sparked his interest in the community.
Nonoy was profoundly impressed by their distinct traditions, culture, and captivating surroundings. The artist was inspired by their rituals, customs, and spiritual ties to nature since they captured the essence of their society so well.
Nonoy demonstrated an intuitive gift for painting and sculpture at a young age, displaying originality that earned appreciation from family and friends. As he grew older, his passion grew stronger, and he hoped to make a name for himself in the world of art.
Since he wanted to express his respect for Mangyan culture through his artwork, Nonoy set out on a creative journey to produce an exquisite collection of Mangyan-inspired artworks, including oil paintings and hand-carved wooden sculptures.
Each work depicts the colorful spirit of their customs, bringing back feelings and experiences that are particular to the indigenous people.
In 1997, he then established his own store called LIGAD, which stands for "Likhang Isinalalarawan sa Guni-guni at Damdamin." Ligad's commitment to environmental sustainability is one of its distinguishing characteristics.
He emphasizes the need to maintain the environment while making masterpieces that resonate with nature-loving art aficionados by emphasizing the use of driftwood, a natural and eco-friendly medium.
At the start, Nonoy combined his normal employment with his artistic pursuits, which gave him a steady paycheck but limited the amount of time he could devote to his painting.
He bravely decided to become a full-time artist and concentrate on his art shop the next year, driven by his unwavering enthusiasm and desire to share his talent with the world.
He took a leap of faith and accepted the uncertainty that came with chasing his aspirations, which marked a pivotal moment in his life.
But, this decision was not without its difficulties for he had to deal with financial limitations and the uncertainty of being able to support his family only via his work.
Paving the way to limitless possibilities
The Department of Trade and Industry (DTI) - MIMAROPA region played a crucial role in empowering Nonoy through its series of Trade Fairs after realizing his potential.
He participated in his first Agbiliwa Provincial Trade Fair in December 1998, which was the artist's first step in gaining local recognition and appreciation for his unusual works.
As he advanced to participate in Regional Trade Fairs, where his art attracted admirers from outside his own province, this initial exposure opened up more options for him.
With the support of DTI, Nonoy improved his product creation abilities, achieving the ideal balance between preserving the originality of Mangyan art and modernizing it.
He experimented with numerous mediums and techniques to produce a wide variety of wooden sculptures and paintings that appealed to art lovers locally as well as internationally.
He participated in his first Agbiliwa Provincial Trade Fair in December 1998, which was the artist's first step in gaining local recognition and appreciation for his unusual works.
As he advanced to participate in Regional Trade Fairs, where his art attracted admirers from outside his own province, this initial exposure opened up more options for him.
With the support of DTI, Nonoy improved his product creation abilities, achieving the ideal balance between preserving the originality of Mangyan art and modernizing it.
He experimented with numerous mediums and techniques to produce a wide variety of wooden sculptures and paintings that appealed to art lovers locally as well as internationally.
As the artist's talent continued to grow, he was given the privilege of being asked to exhibit his work at the National Trade Fair, a gathering of entrepreneurs, collectors, and art fans from all over the nation.
This extraordinary platform expanded the artist's reach, improved his profile, and gave him the chance to network with influential people in the art world.
By giving him a platform to showcase his original artwork, DTI not only supported local talent but also increased awareness of the rich traditions of the Mangyan community.
The National Trade Fair also provided opportunities for future alliances and partnerships, which aided Nonoy's diversification into other markets and creative endeavors.
His passion for creating became a realistic and sustainable profession thanks to the exposure he received from these trade shows, which led to increasing sales and a greater demand for his artwork.
Another pillar of DTI support, the Kapatid Mentor Me Program, helped Nonoy further develop his business drive. He developed his entrepreneurial skills while being mentored by successful business owners and leaders, picking up crucial abilities in marketing, financial management, and strategic planning.
“KMME helped me better understand my target audience and tailor my artistic expression to meet their preferences and interests,” Nonoy said.
“I used to concentrate on wood-carved products such as trophies, plaques, and other small souvenir items. After learning about brand positioning in one of the KMME modules, I shifted my focus to artisanal paintings and wooden sculptures,” he added.
Moreover, the KMMEthe program guided him in setting competitive prices for his creations. “Through KMME, I gained confidence in communicating the worth of my art pieces, aligning the price with their artistic and cultural significance,” he added.
As technology increasingly shaped the way businesses operated, DTI also brought Nonoy to the realm of online shopping. They assisted him in opening an online shop, which allowed him to sell his paintings and sculptures to people all over the world and expand his customer base beyond the boundaries of his community.
E-commerce gave Nonoy new opportunities during the pandemic, enabling him to develop his artistic vision and share the spirit of Mangyan culture with art enthusiasts throughout the globe.
Shaping opportunities for the youth
His unwavering dedication to establishing a welcoming artistic environment is what genuinely distinguishes him. He ventured into mentoring and educating young painters because he believed that art has no limitations.
In fact, he was a founding member of the San Jose-based Gintong Tamaraw Artist Association, whose mission is to support emerging artists while promoting regional art and cultural heritage.
His classes and workshops not only inspire artistic abilities but also self-expression, helping young people develop their creativity and confidence. He also aspires to mentor children with special needs. His vision is to use art as a form of therapy, allowing children to express and process their emotions in unique and creative ways.
Nonoy has found success in his own right and emerged as an inspiration to other artists and entrepreneurs because of his dedication, creativity, and DTI's consistent support. He is a remarkable advocate for the Mangyan community as well as the burgeoning art scene thanks to his ability to skillfully combine culture, sustainability, and entrepreneurship.
In the future, Nonoy plans to open his own gallery where he will display not only his own works of art but also the talent of other local artists and the magnificence of Mangyan culture.
