September 14, 2025 | 12:00am
Pinagsama-sama ng Lord of Scents na si Joel Cruz ang kanyang paglalakbay bago narating ang kinalalagyan sa kasalukuyan sa unang libro niya, Business 101: What Worked for Me, na inilathala ng Vibal Foundation, Inc.
Ang nasabing libro ay binubuo ng pitong chapter na tumatalakay sa mga bawat bahagi ng paglaki ng kanyang pangalan sa larangan ng pabango, ang Aficionado.
Una sa seven chapters ang Education Versus Experience: kung saan inilahad niya ang kahalagahan ng education pero habang nagtatagal aniya ay ia-appreciate mo ang kahalagahan ng mga napag-aralan sa labas ng eskwelahan.
Sumunod ang Choosing the right career path:
Aniya mahirap magdesisyon sa sarili dahil kailangan mong sundin ang iyong mga magulang. Pero in the end, madidiskubre mo talaga ang para sa ‘yo.
“The career path that one should take is one of the most personal decisions one can make in life. Oftentimes, it is difficult to decide because we are bombarded with so many questions. Should I follow my passion? Do I consider my skills? Do I obey my parents or my family and take the course they say I should? I went through the same dilemma. Initially, my mother envisioned me becoming a doctor, so I pursued psychology as a stepping stone toward medicine. However, as I delved deeper into the field, I realized that my true passion lay elsewhere. This self-discovery led me to explore other avenues, ultimately guiding me toward a fulfilling career in entrepreneurship,” paliwanag niya sa Preface ng libro na inilunsad sa ginaganap na Manila International Book Fair sa SMX Mall of Asia noong Biyernes ng hapon.
Kasunod nito ang Employment or Entrepreneurship. Aniya ay malaki ang kaibahan ng employment at entrepreneurship at nasa nasabing libro ang kuwento at natutuhan niya na makakatulong sa pagdedesisyon ng pagiging empleyado at negosyante.
And sunod na chapter ay tinatalakay ang Franchising Versus Making Your Own Brand. Aniya parehong may advantages. “As for me, I chose to create something entirely new—Aficionado. As the business grew, I was confident enough to offer franchises to those who were interested. These experiences allowed me to gain understanding of both sides of the equation. In this book, we will analyze what it means to begin with someone else’s business as opposed to your own from scratch,” pagbibigay niya ng konting detalye sa bahagi ng nilalaman ng kanyang libro.
Nasa fifth chapter ang Financing Your Business Venture.
Kailangan nga bang mangutang ka kung mag-uumpisa ka ng negosyo? “For some, it is the only choice. For others, it is a leap of faith that they hesitate to take. Through the years, I have seen the remarkable things that happen when loans are used wisely as opposed to when they are taken without careful planning,” aniya.
Sumunod ang Basic business planning na tinatalakay ang important aspects ng business planing na base sa kanyang experiences and struggles sa mga pinasukang industriya.
Ang huli ay Paying it forward. “The real reason why I have finally decided to share my learnings and reflection as an entrepreneur is simple – I want to pay it forward. I want others to benefit from experiences. I want the younger generation to believe that success is possible even if you did not come from a wealthy family. You can still be successful even if your first venture fails,” pahayag niya pa base sa kanyang karanasan bago siya yumaman.
Aminado rin siyang hindi niya naisip na makakapagsulat siya ng isang libro na tulad nito. “I did not think anyone would be interested in my story,” pag-amin niya pa.
“But the more I met with young entrepreneurs, students, OFWs, and parents, the more I realized people need real stories—stories that aren’t sugarcoated,” sabi pa niya na kasama ang walong anak sa nasabing book launching na ang eldest pala ay 13 years old na at tinuturuan na niyang magpatakbo ng negosyo ng kanyang mga negosyo.
Sa kasalukuyan ay may anim na building na si Joel sa Amerika at available na rin hanggang abroad ang Aficionado na 25 years na sa market.
Nag-umpisa lang siya sa maliit na kiosk sa Gotesco Grand Central na P100,000 ang puhunan. Wala raw siyang opisina at nagrenta lang siya ng isang apartment.
And the rest is history.
Meron siya ngayong walong anak via surrogacy na parang magkaka-mukha at magmamana ng kanyang mga kayamanan.