Joel Cruz

 Lord of scents launches business how-to guide

By Earl D.C. Bracamonte 

To celebrate 25 years of successful Aficionado presence in the market, entrepreneur Joel Cruz launched his book-cum-biz guide titled "Business 101: What Worked For Me" at the recently concluded Manila International Book Fair in SMX Mall of Asia Convention Center. 

"Writing this book has taken me on a journey that stirred my emotions and reminded me of both my struggles and my wins. It was enlightening and at the same time humbling to look back and to see how far I have come. People need to hear stories that are not sugar-coated nor exaggerated. They need to hear real stories that talk about failure, confusion, and fear.

"Success is when you see others happy - the people you've helped - it's not about you! Share whatever you have like food and water, visit the sick and the prisoners, and entertain strangers in your home," advised the successful entrepreneur, quoting from the Holy Bible.

Published by Vibal Foundation, the book launch also included an onstage interview and a book signing right after.

Priced at Php 460, Cruz said it was perfectly timed for the holiday season because it would be a perfect gift for loved ones. "Consider what's written therein, not the price. I'd like to thank my children, genuine friends, and my family for making me happy; I dedicated this book to them. I'm the kind of parent who respect what my children want to pursue with their lives," enthused the proud father of six sons and two daughters.

"My favorite line in this book is 'Education is the compass but experience is the journey'," said columnist and interior designer Tessa Prieto, herself an entrepreneur too.

Chef RV Manabat said that this book is a must-read for everyone; from aspiring entrepreneurs to seasoned business professionals. Readers will be apprized of Cruz's range of undertakings from personal care, real state, hotels, and franchising.

"To my 18-year-old ambitious, aspirational self, I'd tell him that, Joel, you will realize that all the material things are not important. They won't make you happy. I wrote this book because I know how it feels to build something from the ground up," Cruz continued.

Joel Cruz's fragrance label celebrates its annual anniversary each month of September. This year is their Silver Anniversary celebration. "This is an honest account of my life from the past twenty five years! It's a story that shows what can happen when you stick to your vision, work with integrity, and trust God every step of the way," Cruz added.

Grab a copy of "Business 101: What Worked For Me by Joel Cruz" from the Vibal Foundation Publishing House, either as holiday present or handbook for a business undertaking you have in mind!

Vibal Books is available on Shopee, Lazada, at Vibal's online platform, at all Fine Philippines Books branches, as well as partner book stores nationwide.