Description
BUSINESS 101: WHAT WORKED FOR ME BY JOEL CRUZ
Proclaimed as the “Lord of Scents,” Joel Cruz built Aficionado from the ground up into a thriving empire with its own elegant brand of fragrance. This book, Business 101: What Worked for Me by Joel Cruz, is a personal reflection on the man’s life built upon his Thomasian roots, which emphasize commitment, competence, and compassion.
With over two decades of experience behind him, Cruz now feels compelled to share his story—not through “empowering” lectures and workshops, but through honest, thoughtful storytelling. Education or experience? Business or employment? Should you get a loan or not? These are some of the many questions he once asked. These may be the same questions you want to ask now.
Filled with insight, heart, and hard-earned wisdom, let Business 101: What Worked for Me by Joel Cruz be your next guide to making your dreams happen and turning your passion into purpose.
REVIEWS:
“Life does not come with a manual. Business 101: What Worked for Me by Joel Cruz helps us navigate through business options and market choices by sharing his life story. His book gives a wealth of valuable insights and memorable experiences that make Joel Cruz and his brand a great success. My favorite line: ‘Education is the compass but experience is the journey.’ “
— Tessa Prieto, columnist and interior designer,
also known as the “Sea Princess”
“I grew up admiring the immense success and genuine humility of Joel Cruz. As the ‘Lord of Scents,’ he has inspired and empowered millions through both his business journey and personal life. Now, through Business 101: What Worked for Me by Joel Cruz , he generously shares the wisdom behind his success. This book is a must-read for everyone—from aspiring entrepreneurs to seasoned business professionals.”
— RV Manabat, chef
“Business 101: What Worked for Me by Joel Cruz beautifully shows how persistence and faith can turn big dreams into reality. His story is a true source of encouragement for anyone ready to take their first step.”
— Helen M. Ong, consul ad honorem,
Republic of Angola
Size: 5.25" x 8.25"
Number of pages: 128
Available: Softbound
Publisher: Vibal Foundation Inc.
Copyright: 2025
About the Author
Joel Cruz—known to many as the “Lord of Scents”—is an entrepreneur, father of eight, and the founder of Aficionado. Born and raised in Sampaloc, Manila, Cruz credits his parents’ trucking and rental business for instilling in him the values of hard work and self-reliance. Though he initially pursued Psychology at the University of Santo Tomas with dreams of becoming a doctor, his curiosity about people and a side venture in sales led him to discover his true passion: entrepreneurship.
Cruz’s first venture, Joel Cruz Enterprises, fell victim to the 1997 Asian financial crisis, but this setback paved the way for his most successful enterprise. In 2000, he launched Aficionado, a perfumery that grew from a single kiosk into a household name with branches across the Philippines and abroad. Over the years, he expanded his portfolio into personal care, real estate, hotels, and franchising, all while proudly raising his eight children, who remain his greatest source of inspiration.
After more than two decades of navigating triumphs and failures, Cruz shares his journey in this book—not as a step-by-step manual, but as a candid reflection on lessons learned. He writes about resilience, grit, and determination, showing aspiring entrepreneurs that success is possible regardless of one’s beginnings.
Refund Policy
Returns
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Depending on where you live, the time it may take for your exchanged product to reach you, may vary.
If you are shipping an item over $75, you should consider using a trackable shipping service or purchasing shipping insurance. We don’t guarantee that we will receive your returned item.