Joel Cruz

Lord of Scents

Joel S. Cruz Joel

Name:

Joel S. Cruz or Joel Sixth among the seven children of Mr. & Mrs. Dionisio Cruz.

Education:

Elementary to College - University of Santo Tomas and honored with Loyalty Awards Bachelor of Science degree in Psychology from the University of Santo Tomas.

Occupation: President and CEO of Aficionado Germany Perfume and Joel Cruz Signatures.

He is behind the famous perfume line, "Aficionado" One of the most successful entrepreneurs in the country. As a child, he dreamed big and he owes his success to his strong determination to succeed. He has a house made of gold, palace-like mansions, a troop of bodyguards, and several businesses. But Joel still gives time to philanthropic works in many charitable institutions. This year, Joel became a first-time father with the birth of his twins, Prince Sean and Princess Synne through a Russian surrogate mother.

Aficionado Germany Perfume

(Company Profile) Type of Business : Manufactring and Retail In year 2001, the company was register as a corporation, now called, CENTRAL AFFIRMATIVE COMPANY, INC. In September of 2001, the brand name AFICIONADO- Germany Perfume was granted registration and became the trademark brand of the product. The growth of the company has continuously expanding from Metro Manila, to Luzon, Visayas and Mindanao. The company ventures again in Franchising business. The first Franchise outlet opened in Laoag in March 2004. In July 2005, with the companys dynamic Research and Development team launched its new product extension, the Aficionado Bath and Body Spray mostly commonly known as Aficionado cologne
In 2006, the company operated a 2,000 sq m plant in Sterling Industrial Park, located in Meycauayan, Bulacan.

After 5 years in business, the Aficionado brand was opened for franchising opportunities and this catapulted the company to new heights. The Direct Dealership, Domestic and International Distributorship, Tolling, Contract Manufacturing and Personalizing services were established as corporate units and further spurred growth for the company. The company supplies products to major supermarkets, drugstores and convenience stores nationwide. On June 22, 2007, the company opened Signatures by Joel Cruz Inc. with the brand Joel Cruz Signatures engaged in a new line of perfume and personal care products to scented home products. The company has spawned into a family of brands: Aficionado Germany Perfume as the leading Philippine made perfume in the market. The brand Joel Cruz Signatures offering personal care products and beyond. On March 2010, the apparel business was rebranded to Aficionado-Your Fashion and Scents Store and registered with the IPO in September of the same year.

Right now, they have 60 franchise stores out of a total of almost 150 stores nationwide. They are happy to hear the testimonies of our several franchise partners about the success of their Aficionado business and how they are proud to belong to the number one (1) in the industry in terms of market scope and share in the country.

History of Aficionado Perfume (Challenges / Struggle / Risks) Driven by his passion to pursue creative undertakings and business skills, he became an entrepreneur instead of becoming a doctor. Joel found it equally fulfilling, if not even more. It all started by a man in the person of Mr. Joel Cruz in 1999. With a couple of hundred pesos, Sir Joel decided to put up perfume business where he seeked the assistance of his friend who is now the Vice President Internal of the company. The house of Sir Joels mother located in Sisa St. Sampaloc Manila became their marketing office. They have developed the product in best quality and affordable prices and named the product as AF or AFFIRMATIVE. This is were JOEL CRUZ ENTERPRISE was born. Initially, the product was sold at the first outlet of Ever Gotesco-Grand Central in Caloocan City. But the demand of the product in the market continues to grow that the garage area can no longer accommodate the production of the product. The company then rented a small, twostorey apartment along the same street in Sampaloc, Manila.

(Business Philosophy) Central Affirmative Co. Inc. Aficionado Germany Perfume Brand Mission:
o

To create a totally new exciting lifestyle by providing world-class fragrances and personal and non-personal care products, and apparel across all markets. To be a socially responsible company that delights its customers and stakeholders, and values its employees. Vision:

To be the preferred brands of high quality and affordable fragrances and personal and nonpersonal care products in the Philippines. To be one of the known apparel brands in the Philippines. To be known as a high quality toll manufacturer of world-class fragrances and personal and non-personal care products in the international market. Core Values of the Company:

o o

FAITH IN GOD ALMIGHTY LOYALTY Commitment, dedication, and fidelity INTEGRITY Honesty and accountability TEAMWORK Fairness, respect for others, and harmonious relationship for a common goal EXCELLENCE Leadership, Management, Operations, and Customer Service SOCIAL RESPONSIBILITY Environment-Friendliness and Charity

(Development Plan) The company acquiring new technology in manufacturing and implementing systems upgrade like SAP (ERP) and an integrated supply chain is geared towards the year 2020 as a small-medium sized company to achieving bigger success and growth.

Mia Shannon B Abayon IV Teamwork Repleksyon: Ang Tagumpay ni Joel Cruz

Lumaki siya bilang isang simpleng tao, nakapagtapos ng pag-aaral at ngayon ay tinitingala at hinahangaan iyan si Joel S. Cruz na kilala bilang tanyag na Lord of scents. Naging matagumpay ang kanyang negosyong Aficionado Germany Perfume dahil sa trend ang ganitong negosyo sa mga consumer pati narin sa mga franchiser. Dahil sa tagumpay na ito, nakapagpatayo ng napakalaki at napakagandang mansion si Joel. Nagkaroon ng kambal na anak sa pamamagitan ng surrogacy at naging kumportable at maunlad ang pamumuhay. Napatunayan ni Joel Cruz na ang simpleng Pilipino ay may kakayahang magtagumpay sa pamamagitan ng pagsisikap, tiyaga, at sipag sa larangan ng pagnenegosyo. Ako mismo ay napabilib sa angking kakayahan ni Joel Cruz. Sa aking palagay, mas napamahal siya sa pagnenegosyo o sa pagiging entrepreneur kesa sa kursong Psychology na natapos nya sa Unibersidad ng Sto. Tomas. Natutunan kong dapat sundin natin ang gusto ng ating puso at iyon ang magbibigay satin ng kaluguran at kasiyahan sa ating pagkatao. Napukaw ng kwentong ito ang aking damdamin. Sa aking pagtanda, gusto ko rin magtayo ng maliit na negosyo. Kaya habang nag-aaral palang ako, pagbubutihan ko para pagdating ng panahon may kakayahan na akong magsimula ng sariling negosyo. At lagi kong tatandaan na sandata ang pagsisikap, tiyaga at sipag. Nagsisimula lahat sa maliit hanggang sa unti unting paglago o pag unlad.