Afficionado

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History
-Joel S. Cruz or “Joel” to his family and friends is the sixth among the seven children of Mr.&Mrs.Dionisio Cruz. -Having spent all his schooling at the University of Santo Tomas from elementary to college and honored with Loyalty Awards - he graduated with a Bachelor of Science degree in Psychology from the University of Santo Tomas. Driven by his passion to pursue creative undertakings and business skills, he became an entrepreneur instead of becoming a doctor. Joel found it equally fulfilling, if not even more. -With his passion for fashion, Joel ventured into importing apparel from Hongkong and Bangkok in 1986. -In 1987, he established Joel Cruz Enterprises Inc. (apparel), manufacturing and selling apparel to leading department stores in Metro Manila. -In 1997, with the glut of apparel goods from China and Thailand, the company saw the opportunity to switch to the perfume business. -In 1999, Joel engaged in another business venture establishing Joel Cruz Enterprise-perfumery. This was the beginning of big things to come. Retailing is just the start of everything. -On September 5, 2000, Central Affirmative Co. Inc. was born on the process of acquiring license to distribute the perfume brand “Affirmative” or popularly known as “AF”. - In 2001. The company laboratory was officially registered by the Bureau of Food and Drugs (BFAD now FDA) and established as a manufacturer and distributor of Aficionado Germany Perfume brand. -In 2002, Aficionado Boutiques were opened nationwide to reinvigorate the former apparel business. -In 2006, the company operated a 2,000 sq m plant in Sterling Industrial Park, located in Meycauayan, Bulacan. -After 5 years in business, the Aficionado brand was opened for franchising opportunities and this catapulted the company to new heights. The Direct Dealership, Domestic and International Distributorship, Tolling, Contract Manufacturing and Personalizing services were established as corporate units and further...
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