Emerging Filipino Brand Elcru Makes the Chicest Gumamela-Inspired Heels

The gumamela didn't come about as some obscure muse. As she fondly recalls, the trumpet-shaped flower grows along sidewalks, in backyards, and near school gates—one that many Filipinos associate with childhood, curiosity, and home. “The gumamela is a flower we often see in Filipino homes—bold, tropical, and nostalgic,” says Ellesse. “The design is simply celebrating that familiar beauty and turning it into something wearable.”

Guided by this vision, the idea began as a sketch—Ellesse’s first attempt at designing footwear. It would go on to become the signature piece that launched her brand. “The Gumamela Heels were actually the very first footwear design I created,” she candidly tells Preview.

What followed was nearly a year of trial and error. To bring the design to life, Ellesse partnered with a group of Marikina-based artisans, many of whom have decades of experience in traditional shoemaking. “I’m incredibly proud to work with a community of skilled shoemakers based in Marikina,” she says. “Their craftsmanship and dedication brought the Gumamela Heels to life.”

But the path to the final product wasn’t seamless. Translating a delicate flower into a structurally sound heel took months of experimentation. “One of the biggest challenges was figuring out how to mold the flower in a way that captured its delicate shape while keeping it functional,” she explains.

Early techniques—such as soldering and wet molding—didn’t produce the desired results. In the end, Ellesse and her team developed a custom metal mold to shape the gumamela petals out of genuine cowhide leather. Each petal is debossed for texture and assembled by hand. “The design features a wide square toe and includes cushioning for extra comfort. It’s a balance of form and function,” she adds.

Before launching Elcru, Ellesse worked as a brand and social media strategist—an experience she credits for shaping how she now approaches design, always with an emphasis on narrative, visuals, and connection. “Now, I’m channeling all of that into something more personal—designing for my own label,” she says.

Her interest in fashion started long before Elcru took form. As early as high school, she was sketching outfits and experimenting with silhouettes. By 2021, she had begun exploring the sustainable side of fashion, volunteering with Fashion Revolution Philippines and launching a small platform focused on mindful consumption and the local industry. Still, something felt missing.

It was in 2023, while taking short courses in fashion design, that everything clicked. A final project required her to build a personal collection, and in doing so, she realized the vision she’d been sitting on for years. “That process felt like the beginning of something real,” she says. “Launching Elcru gave me the creative freedom I had always longed for. It finally allowed me to shape my own vision, blend design with storytelling, and bring something meaningful to life.”

While the Gumamela Heels have become the brand’s standout piece, they also represent Elcru’s broader creative ethos: slow, intentional design rooted in culture, craft, and tropical memory. “Elcru is rooted in tropical inspiration. Our goal is to create modern, meaningful designs that celebrate nature and culture,” Ellesse says. “We’re proud to source materials locally and work closely with Filipino artisans. Every pair is thoughtfully crafted and made with intention.”

Additionally, the brand recently introduced the same silhouette as an equally stylish pair of sandals. Priced at P9,590, the Gumamela Flats are offered in two hues: Deep Blush and Sangria.