Joel Cruz, visionary behind successful perfume line Aficionado, now breaks ground on another milestone.  From an “aficionado” of scents to a passionate storyteller, Joel Cruz now turns the page with a desire to inspire a new generation of entrepreneurs!

His new book, Business 101: What Worked for Me, recounts over two decades worth of learnings and insights leading up to the thriving 25th anniversary of Aficionado this year. 

Did you know that it began with pivots, all the way back to when he was studying medicine? Or how he emerged successful through an economic crisis?  Read about it all plus insights for those who want to pave their own way. 

Grab a copy online from Amazon, Shopee, Lazada and Vibal, and soon at National Bookstore and Fully Booked. Congratulations on this milestone, dear Joel! Cheers on an inspiring and fabulous read!