Success Continues at 40 with Joel Cruz
Joel Cruz celebrated his 40 years of success in business this year 2023. The Scentsational 40 event happened at the Cove Okada Manila last June 23, Friday night.
His story behind this celebration starts while in university, studying a preparatory course to becoming a doctor in UST. During family dinners, he would hear both his parents who were both business people talk about business. At age 18, he would buy and sell goods he purchased from Hong Kong and sell it to cover his travel expenses and make a profit.
He did not pursue becoming a doctor, instead engaged in the busines of sub-contracting apparel for major department stores. This decision did not sit well with his parents especially his mother who wanted her children to be professionals. He became successful with the apparel business until the 1997 Asian Crisis happened.
This made him switch to the perfume business. He was a trailblazer and democratized the use of perfume for the mass market. He was successful with Aficionado perfume and diversified to personal care. He opened the brand for franchising and with a higher demand, built their own manufacturing plant in Sterling Industrial Park in Meycauayan, Bulacan.
Aficionado grew leaps and bounds expanding to malls nationwide to concessionaires, department stores, drugstore chains such as Mercury Drug, convenience stores like 7 Eleven, bookshops, dealers to distributors. Aficionado was able to penetrate the international market where there is a dense population of OFWs like Taiwan, ASEAN countries, Australia, New Zealand, the Middle East, Canada to Filipino stores in the U.S.A and continues to expand.
During the pandemic, Joel saw the opportunity to sell 70% ethyl alcohol as a hygeine product since it is used as an ingredient in perfume. They were able to sell to the National Government and LGUs. Aficionado launched its e-commerce business on Shpee Mall, Lazada Mall, Marketplace, Lazmart and SM Online with the must-use online shopping.
The inception and launch of Takoyatea by Joel Cruz business at the height of the pandemic took advantage of the demand for food and beverages. Online selling in partnership with Foodpanda and Grab Food. Joel offered it for franchsing using his experience with Aficionado. It took off and after nine months, spawned stores nationwide and continues to grow. With the demand, Joel built their own commissary next to his house in Sampaloc, Manila.
Joel also diversified into the real estate business buying condominium units on a pre-sell, renting it out to expatriates and eventually selling it for a higher market value. He is also in the hospitality business with the Department of Tourism accredited Boutique Hotel White House of the Lord of Scents in Camp John Hay, Baguio City. The Mansion of the Lord of Scents in Canyon Woods, Tagaytay is soon to launch as another boutique hotel. Both properties are being rented for wedding events, filming location for movies and “teleseryes”.
Joel owns commercial properties in Southern California in the cities of Walnut, Rialto, San Marcos and another in Moreno Valley.
Joel is more than thankful for these successes and hopes to leave a legacy to his eight children. He gives back to the community with his philanthropy works of caring for humanitarian organizations. Another legacy he wants his children to be involved with.
Joel is a media savvy entrepreneur with his numerous features in television, radio and print. He started the transition from traditional to digital media in 2018. He has his own You Tube channel and social media platforms. With positive feedback from netizens, he wants to tap vloggers or influencers to be inspired by his success and work as collaborators.
The Joel Cruz Scentsational 40 years of success in business was a thanksgiving and influencer party all together. More success to you Joel!
