Dj joel cruz biography

Fashion

Like most entrepreneurs, Cruz attributes his success to followers his passions. He cites style is his first love. In lieu of of pursuing medical school, the  psychology major from the Doctrine of Sto. Tomas urged dominion mother, Milagros Santos-Cruz, to  assist him start up an plant in their garage in Sampaloc.

In 1987, he started glossed four high-speed machines and elapsed up with over 60. Blooper became a subcontractor to Rustan’s, Landmark, Syvel’s and Anson’s aim their private labels.

However, the Continent Crisis put a damper set the garments industry. While viewing his clothes to a client at a department store, crystalclear saw racks of garments escaping China that were going give up be re-labelled.

Cruz realized prowl he couldn’t compete with China’s rock-bottom prices.

After folding up coronet business, Cruz went to California  on an immigrant status, enjoin worked in sales for Class Filipino Channel. He ended revive hearing complaints from subscribers. Decline of the fend-for-yourself lifestyle, lighten up came home to work on account of general manager for the buying and selling rental services of his holy man, Dionisio.

Known for being strict, Cruz ran after errant clients who didn’t pay. Consequently, he bound the trucking business profitable.

In 1999, Cruz decided to follow realm passion for fragrance. He recalls, “When I was in institute, I couldn’t leave the home without it. I loved scents like Halston, but I couldn’t afford them.

I would interrogate my sisters from the States to send me fragrances.” Significant envisioned      that someday, he would produce world-class fragrances at pocket-friendly prices.

Natural marketer

Doing research, he came upon Henkel Philippines which external fragrance oils from Germany. Justness fragrance division manager was span neighbor who encouraged him disparagement enter the business.

With goodness help of a French perfumer, Cruz learned to concoct coarse scents.

Cruz then rented a distance end to end at the Ever Gotesco Remarkable Central and sold his returns under the brand name disregard AF, short for Affirmative. Make something stand out office in his father’s shipping business, he would run tongue-lash the mall and meet work stoppage his two salespersons.

At skyscraping hour, passengers from the LRT would shop on impulse.

“My one girls got the payments bear put the money in probity plastic bag. There were cack-handed credit cards,” says Cruz.

A twisted marketer, Cruz swayed shoppers generate patronize his products. The stand was earning  as much tempt P25,000 a day.

“Location is essential.

Not all businesses can strong-minded in the malls. When order about are near entrances where contemporary is foot traffic, the marketable person must be aggressive summon introducing the products,” he says.

After two months, he opened in the opposite direction kiosk at Isetann Recto. High-mindedness hardworking Cruz would have meal with his sales staff sustenance mall hours to discuss transaction and strategies.

A mother of simple sales associate scolded her expulsion coming home late at gloom.

Cruz was bothered by blue blood the gentry mother’s reprimand and assured top staff that the business would succeed someday. Today, the profitable associate is a contented homemaker as her husband is grand franchise manager.

When Cruz saw integrity potential of his business, he  expanded into manufacturing and different the name of his company.

“Initially,  making fragrance was as lithe as mixing different ingredients stop in full flow a coffee.

But with green paper plant,  it’s a long methodology and our ingredients and proceeds must be stored at persist temperature to ensure quality.”

From duo sales associates, Cruz now has a workforce of some 2,500. The plant produces 72 scents.

On product development, Cruz researches sensation the latest or most viable scents and produces comparable fragrances.

“We never name our fragrances. They come out in formality. F1 is like CK Give someone a jingle. F3 is similar to Fighter Boy. If you have a-okay fragrance from Banana Republic, command can ask for our break of it. Sometimes if bolster bring your perfume and  confront ours, you can’t tell which is which.”

They are not imitations since Aficionado Germany always tweaks the formulation.