Joel S. Cruz or “Joel” to his family and friends is the sixth among the seven children of Mr. & Mrs. Dionisio Cruz. Having spent all his schooling at the University of Santo Tomas from elementary to college and honored with Loyalty Awards, he graduated with a Bachelor of Science degree in Psychology from the University of Santo Tomas. 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.

With his passion for fashion, Joel ventured into importing apparel from Hongkong and Bangkok in 1986. In 1987, he established Joel Cruz Enterprises Inc. (apparel), manufacturing and selling apparel to leading department stores in Metro Manila. In 1997, with the glut of apparel goods from China and Thailand, the company saw the opportunity to switch to the perfume business. In 1999, Joel engaged in another business venture establishing Joel Cruz Enterprise-perfumery. This was the beginning of big things to come. Retailing is just the start of everything.

On September 5, 2000, Central Affirmative Co. Inc. was born on the process of acquiring license to distribute the perfume brand “Affirmative” or popularly known as “AF”. In 2001. The company laboratory was officially registered by the Bureau of Food and Drugs (BFAD now FDA) and established as a manufacturer and distributor of Aficionado Germany Perfume brand. In 2002, Aficionado Boutiques were opened nationwide to reinvigorate the former apparel business. 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.

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.

CACI has gone global having distribution centers in Dubai and Abu Dhabi, UAE; Saudi Arabia, Iran, Japan, Ireland, Denmark, Los Angeles, Saipan and continues to expand business in the Asian region in other ASEAN member countries. CACI is posed to expand its business in the Philippines and globally. It is geared towards achieving international standards with manufacturing processes towards producing the highest quality personal care products to offer to consumers.

CACI has earned several recognitions by major award giving bodies such as the Asian Star Brand Award, The National Shopper’s Choice Award and The Philippines’ Marketing Excellence Award, the Philippine Retailers Association Hall of Fame Award and The 32nd Agora Awards Nomination for Outstanding Achievement in Entrepreneurship among others.

It is a clear vision that guides the company to successfully pursue various ventures -“To be known as the leading manufacturer and distributor of perfume, health and beauty products”.



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1774 Instruccion St. Cor. N.S. Amoranto Ave., Samploc, Manila  1008 Philippines
Trunk +632 7407953



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