Entrepreneur Joel Cruz, founder of the homegrown fragrance empire Aficionado, marked another milestone as he launched his first book, Business 101: What Worked for Me, on September 12 during the Manila International Book Fair at the SMX Convention Center in Pasay City.
The launch coincided with the brand’s 25th anniversary celebration.
Born and raised in Sampaloc, Manila, Cruz credited his parents’ trucking and rental business for teaching him hard work and perseverance. Although he initially pursued Psychology at the University of Santo Tomas as a pre-med course to fulfill his mother’s dream of him becoming a doctor, Cruz admitted his real passion was always business.
“Really my passion is into business. I really want to earn money as early as when I was in third-year college, I was going to Hong Kong to buy goods to sell,” he recalled during the book launch.
His first venture, a garments business, grew from five sewing machines to a full factory supplying major department stores. But after the 1997 Asian financial crisis, Cruz pivoted to fragrances and launched Aficionado in 2000, starting with a kiosk in Caloocan. Today, the brand has around 500 kiosks nationwide and exports to 19 countries, earning Cruz the moniker “Lord of Scents.”
Over the years, he has also ventured into real estate, hotels, and franchising—all while raising eight children, whom he considers his greatest inspiration.
At 128 pages, Business 101: What Worked for Me—published by Vibal Foundation, Inc.—is part memoir, part business guide. Structured in seven chapters, it covers crossroads faced by many entrepreneurs: balancing education with experience, choosing between employment and entrepreneurship, funding ventures, and building versus franchising a brand. It also highlights the essentials of planning, budgeting, adaptability, communication, and the role of faith in business.
Cruz said the book is meant to be transparent about his failures and struggles, not just his triumphs.
“I’m very, very transparent about all my failures, challenges with this book. Kasi marami tayong kababayan na kapag pumasok na problema, minsan nawawalan na sila ng pag-asa. But here, I shared all my problems, all the difficulties… and you will see I never lost hope,” he said.
He added that the book is not just for aspiring entrepreneurs but also for professionals and seasoned business owners who want real, practical insights.
“This is a gift, especially this Christmas, that won’t expire. It’s something you can share not just with your children but with your grandchildren,” he noted.
Business 101: What Worked for Me is now available nationwide through Shopee, Lazada, Vibal’s online portal, Fine Philippine Books, and partner bookstores.
