An Aficionado Through and Through!

pilar mateo sni THE “P” TALKS!
BY: Pilar Mateo

THIS pandemic had Joel Cruz, his children, the whole family live either in Baguio or Tagaytay, away from the madding crowd of the city.

But even if he attends to the needs of his kids, he still manages to look after his already successful business which continue to flourish.

The Boss never stops making Aficionado, which made him The Lord of Scents, endearing to all its patronizers.

The contests and raffle continue.

“We appreciate the continuing support and patronage of all who participated in our recent Capture Your Scent photo contest as part our 20th Anniversary celebration this 2020.

“Everyone was affected by the pandemic which is why we extended the deadline for submission of entries and the announcement of winners. Nevertheless, we saw the inspiring creativity for each entry and your love for the brand Aficionado.

🎉Congratulations to our winners🎉.”

And recently, SM Supermalls, his business’ home for the longest time gave a tribute to Joel. And lauded his resilience in making Aficionado a great business which have helped hundreds of workers, too.

“SM has given Aficionado the opportunity to grow with the mall as a partner and with the continuing expansion to new mall openings. Our partnership with SM is a synergy to achieve more and for the benefit of the consumers.,” says Joel, who is now nicknamed the “Lord of Scents,” and is one of the most respected entrepreneurs in the country.

The company’s growth has extended to its distributors and resellers. What used to be a lean workforce that included only Joel and two sales ladies, Aficionado has built an extensive network and now provides livelihood to close to 1,000 people, including franchisees and retailers. His resilience amid adversity has paid off not just for him, but also for his business partners.

In this situation now, even in his own home, Joel continues to use his magic wand in helping out his Mama Milagros introduce to his friends her famous home-made atchara. The orders come in bulk which gives his Mama a reason to smile everyday.

He just wouldn’t stop. Helping. Making his business grow. Showering us with all these scents. Extending into hygienic products like alcohol hand lotion and hand sanitizers.

More gifts are in store for the loyal followers and customers of Aficionado!



VERY SOON, he will be celebrating his birthday.

Usually, when this red-letter day comes, that day will be marked in his calendar, not as something where he would take a respite from his busy life on radio and TV, but a day when he will spend the day with his friends from the media, especially from the entertainment. Not to wine and dine. But to spend the day looking after their health and wellness.

This year though, because most of the hospitals are filled with patients because of the pandemic, his annual medical mission fpr the media will be put on hold.

Papa Ahwel Paz has started a different project since the start of the pandemic.

“It’s typhoon season again and we want to secure and protect our frontliners and essential workers. Please support our fund-drive to provide “FLOOD GEARS FOR OUR FRONTLINERS!”

“We have donated 400 pairs in 8 hospitals. We target 500 pairs more for 10 hospitals in flood-prone areas in Metro Manila for our next batch.

For donation:

Security Bank Account #0376661159001

✅GCash: 0995-487-7271


Thank you to the following
for their support:
Martin Nievera, National Artist Maestro Ryan Cayabyab, Erik Santos Matteo Guidicelli, Ms. Sylvia Sanchez, Enchong Dee, Yayo Aguila, Richard Yap, Karylle, Ogie Diaz and Julius Babao.

“Thank you and God bless!🙏

Both Joel and Ahwel are serving their purposes and mission in the world so well. And God is continuing to bless them abundantly! (30)

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