A Success Story of Jhaz Footwear

Having a pair of quality shoes usually costs an arm and a leg, much more an entire collection. Some people even shop in the Metro or go abroad just to buy shoes. The thing is, not many people know that Liliw, a small town in Laguna and widely regarded as the Tsinelas (slippers) Capital of the Philippines and Footwear Capital of Laguna, has a wide array of durable and quality but low-priced shoe styles and designs. The footwear industry has been one of the town’s major industries for decades.

One of the famous footwear stores in Liliw known for its comfortable, durable, fashionable, and affordable shoes is Jhaz Footwear, which was established in 2004 by Nephtali and Elvie Moneda.

The Humble Beginnings

Jhaz rose from humble beginnings. The couple’s teenage love blossomed into marriage. He was 16, and she was 17. For four years, they borrowed shoe stocks from friends and relatives, reselling them to nearby provinces to support their family. At that time, they earned at least Php 3,000-4,000 by selling 100-200 pairs of shoes. However, because the couple were both studying while working, they realized the need for additional income to secure the needs of their growing family. That’s when Nephtali thought of having his own shoe business.

“I grew up in a family of shoemakers. My mother is the pioneer in Liliw to use abaca in shoes. Our family relied on shoemaking for a living. It was a skill that was passed on from generation to generation,” said Nephtali.

The Struggles

“In the first few months, I was alone making shoes at a small laundry area in my mother-in-law’s house. I worked day and night to craft shoes and sold them to acquaintances and other shoe stores.”

Because he didn’t have a physical store, Nephtali would lay down a banig (mat) and his crafted shoes outside other stores. Oftentimes, he was being driven away by security guards and store owners. For Nephtali, those difficult and sad moments became his motivation to not give up.
Nephtali began designing more slippers, sandals, and shoes and using more materials such as abaca, textiles, rubbers, synthetic leathers, plastic, etc. All his hard work paid off because he was able to save money and rent a shoe stall. He then started hiring his own workers and expanding his shoe business.

“As we received more orders from customers, my husband and I were able to save up money and build our own house, which we also used as our production house for quite some time. Thankfully, the business was doing well, so we decided to build a small factory made of bamboos beside our house,” said Elvie.

That small workshop made of bamboos became their factory for several years. It also became a showroom to their clients and guests who visited.

“Nakakahiya nga po sa mga clients namin na pumupunta sa production house namin kasi kapag maulan, sobrang maputik. Maliit din ang space kaya siksikan ang mga workers namin. Hirap din sila kapag summer kasi napakainit sa loob at kapag tag-ulan naman, halos mabasa na sila,” said Elvie nostalgically.

One of Jhaz’s biggest challenges, however, is other stores copying or imitating their shoes.
“Once we launch a new shoe design and it becomes an instant hit to customers, other shoe stores will follow suit by producing replicas of our shoes,” said Nephtali.

“It’s becoming a major problem for us because the copied shoes are cheaper. That’s why we always tell our buyers that the difference lies in the quality. Handcrafted by our skilled shoemakers, we use high-quality materials in our shoes to make our shoes durable. We assure our customers that our shoes will last them for years,” said Nephtali.

The process of handcrafting shoes is laborious. Each pair is shaped and designed fastidiously. Over the years, the couple has designed and produced more than a thousand shoe designs, taking inspiration from shoe designs they find on the Internet. Some are customized items requested by their clients here and abroad.

DTI’s Intervention

Jhaz was only a start-up business during that time and in order to survive in the footwear industry, Nephtali decided to take his business to another level by taking advantage of the programs offered by the Department of Trade and Industry.

“Before, we did not think about going outside Liliw to sell our shoes. Our focus was catering only to customers in Liliw and our neighboring towns. But after attending the DTI’s seminars and workshops, our mindset was changed. We realized that there are more opportunities waiting for us outside our town and that we can improve our products to make them more appealing to the market.”

“We therefore joined many small bazaars and local fairs. After a while, we expanded our customer base by taking part in national and international trade fairs. Through DTI’s fairs, we were able to gain our longtime buyers who also became our friends.”

Jhaz also joined the One Town, One Product (OTOP) Next Generation—DTI’s program offering a package of public-private assistance for MSMEs with minimum viable products to come up with new or better offerings with significant improvement and innovation in the areas of quality, product development, design, packaging, standards compliance, marketability, production capability, brand development, among others.
“After joining the OTOP, our products improved in terms of design, branding, and packaging. We underwent several training sessions and workshop on financial management, capacity building, and marketing platforms and promotion. We’re also able to promote our shoes through the OTOP Philippines Hub,” said Nephtali.

As another flagship market access program by the DTI, the OTOP Philippines Hub or OTOP.PH is a retail store or spaces where products from One Town One Product offerings can be found. It serves as a marketing vehicle and incubation platform to promote and champion OTOP products. The hub can be found mostly in airports, terminals, pasalubong centers, tourist spots, Negosyo Centers, public markets, and other consumer-frequented locations including malls.

Leadership and Loyalty

Jhaz caters to both local and international buyers. They are an expert in using jute-abaca and native materials for their shoes. Most of the buyers are traders, retailers, and wholesalers.
When asked about how he is as a boss, Nephtali answered, “I am a hands-on boss. I personally train my employees in shoemaking.”

Isabelo Royera, one of the first three employees Nephtali hired, has been with Jhaz for almost two decades now.

“Dahil sa paggawa ng mga sapatos, napagtapos ko po ng pag-aaral ang aking anak. Nabubuhay ko po ang aking pamilya. Maganda ang kita at nag-eenjoy po ako sa aking trabaho, nakakaipon pa po kami,” said Isabelo.

“Magaan ang trabaho pero minsan kapag malalaki ang orders ng kliyente, nag-oovertime kami para ma-meet ang targets.”

For Isabelo, it takes hard work, focus, and patience in shoemaking. He also mentioned the importance of building good relationship with coworkers and enjoying and loving one’s work.


Currently, Jhaz has employed 60 workers and is supporting the community by offering side jobs to families such as abaca braiding and embroidery. They are capable to produce 5,000 pairs per month of espadrilles and doll shoes, 2,000 to 3,000 pairs of wedge and clogs, and 5,000 pairs of flat slippers.

“From a shoe workshop at the laundry area, to a production area at the first floor of our house, to a small workshop made of bamboos beside our house, and now to a factory made from concrete materials that has an area of 140 square meters for production, 70 square meters for sole and clog production, and 110 square meters for warehouse, we have come a long way,” said Elvie proudly.

“Nang dahil sa paggawa ng mga sapatos, nakabili kami ng aming sariling bahay, lupa, at mga sasakyan. Nabibigyan din namin ng magandang buhay ang aming mga anak.”

Of course, they have a few failed attempts, but they didn’t allow those hindrances to keep them from going. According to Nephtali and Elvie, they have managed to secure a successful shoemaking business because they never give up on their goal and they continue to improve and innovate.

Moving Forward

Nephtali and Elvie dream of seeing their own shoe stores at the malls all over the country. But for the meantime, their goal is to have a physical store outside Liliw so that it will be convenient for their customers to shop their shoes.
Advice to Aspiring and Existing Entrepreneurs

As for their advice to aspiring and existing entrepreneurs, Nephtali and Elvie revealed that to remain competitive in the business, it is important to keep abreast of market trends through attending seminars and researching and to join government programs.

“Do not hesitate to seek help from government agencies like the DTI because they will help entrepreneurs like us to get to the place where we want to be,” Elvie concluded.

Presently, Jhaz lives true to its company motto that “for every footwear that you need, they have it Jhaz for you.”

Learn more about the programs and services of the Department of Trade and Industry Region 4-A on To receive updates, follow the DTI 4-A on Facebook, Instagram, and Twitter. 


Name of Owner: Clarisse A. Quimio

Name of Business: Mini Moo Ice Cream

Line of Business: Frozen Desserts

When The Business Started: February 12, 2014

How long the business is operating: 4 years

Clarisse has always loved ice cream since childhood. She believes that ice cream is the most integral part of any celebration—not cake or balloons. In fact, her ideal job has always been to be an ice cream taste tester. When she grew, she studied hard and received a degree in BS Biology major in Microbiology from the University of the Philippines Los Baños. Years later, with the help of her network of Microbiologists and other professionals, she finally was able to create her own ice cream business—Mini Moo Ice Cream.

Mini Moo Ice Cream first started selling their ice cream along the streets of F.O. Santos near UPLB gate in February 2014. She shouted “Free Taste! Ice Cream!” to the passers-by going to UPLB’s Feb Fair. Word-of-mouth from satisfied customers grew Mini Moo’s customer base.

As a fresh entrepreneur, Clarisse stuggled in managing her business. In the first two weeks, the new shop was talked about as the “ice cream-an sa F.O.” for there was no logotype made for the her business name yet. However, she slowly get the hang of managing her business and made it grow.

Mini Moo have had their share of failures. They opened a branch in front of Letran University in 2015 but closed it down after only three months. The Letran branch served ice cream as well as rice meals. Clarisse was not able to manage two branches simultaneously. Being a sole proprietor without her own vehicle, managing the two branches was putting too much strain on her health. She decided to close down the Letran branch and planned for a more stable growth strategy. Clarisse then enrolled in UPLB’s Master of Management program to have

formal education in managing a business. She finished her management degree last February 2018. Now in its fourth year, Mini Moo is set for a real growth phase.

Mini Moo Ice Cream serves almost a dozen of unique ice cream flavors that customers could try again and again. They are considered “LOYAL CUSTOMERS.” The company is dependent on one-market at present- The UPLB Community that exhibits seasonality. Significantly smaller market during summer and school vacations. Proper management of capital specifically cash has to be done in order to survive and keep the operation going.

Apart from achieving four successful years of operations, they have recently opened a new branch that is nearer their customers. This new branch reduces the walking distance of customers by 50% and has higher visibility to potential new customers.

The Negosyo Center has helped the business owners meet fellow business owners around Laguna. This has opened new possibilities for Mini Moo in terms of collaborations, and sharing of ideas.

The Negosyo Center provided seminars that are highly relevant to the growth of Mini Moo. In particular, the most useful seminars for Mini Moo are 1) Packaging & Product Labeling, and 2) FDA Licensing Process & Documentation. The former is very helpful because they have the plans of applying for the business Trademark soon. The latter is very helpful in the planning for the development of new product lines like ice cream sandwiches, ice cream cakes, and other types of ice cream. These seminars have helped them create a more solid plan for the business.

Aside from filing their logo as a Trademark, they intend to put up more branches outside Los Baños. They are also developing new product lines that are still related to the current set of products (frozen desserts) to keep their customers interested.

As a BS Microbiology graduate, Clarisse realized that can it be useful for product development but not so much in growing a business. She enrolled her Master of Management in 2015 to have a formal education on business management. This year, she will be finishing her Master’s degree and has a holistic and professional understanding in the proper management of a small business.

Her final words. “Never stop learning”. Every business is unique so take all the opportunities possible that will help you learn more about everything that can affect your business. Read books. Enroll to classes, trainings and seminars to keep your mind sharp.

Talking costs zero pesos so talk to your customers to understand how you can serve them better. Talk to your employees; they will always have good suggestions on how to improve your operations. Talk to your suppliers; your feedback to them will help improve their offerings to you. Talk to your neighboring businesses; in dire times, they will be the first ones to be on your aid. Talk to government agencies; they always have programs that assist growth of SMEs.

Don’t skimp on communication. The only expensive advertisement is the one that did not generate a sale.

Treat your employees fairly and with respect. They spend more time in the business than you do. They face more of your customers than you do. If they feel valued, they will love your business. If they love your business, they will perform well and do honest work.

Contact Details:


F.O. Santos, Batong Malake,

Los Baños, Laguna

FB: @MiniMooIceCream




With only Php250.00 as a capital in 2009, who would have thought that Sarilikha Handicrafts can now offer a range of pandan and water hyacinth bags, gowns, crafts, and slippers?

Mr. Cesar Pasco, the owner, who once used to live in a slum, paves its way to success in his craft as a designer and an entrepreneur because of his perseverance, willingness to learn, and love for his community and especially to his family. Without having a formal education in managing a business, he always says that his business “Sarilikha Handicrafts” only started by accident, starting with just a Php250.00 fund. He did not even expect that his business is able to sustain its operation up to now.

In addition to, Mr. Pasco shared that, during the beginning of his entrepreneurial career, he thought that making a good sale was the only goal in order to grow his business. His previous practice was to only buy raw materials, produce a product, and finally sell the product. He was not giving so much consideration on other aspects of his business such us managing his finances, product development, operations, and human resources.

Then there came a time when the Department of Trade and Industry (DTI) and the Go Negosyo of the Philippine Center for Entrepreneurship launched the “Kapatid Angat Langat” where he became one of the mentees. According to him, the program gave him a sense of direction for his business. He also mentioned that the DTI has not only helped him change his demeanor toward his business and personal goals but also opened doors for opportunities with the help of other government agencies such as the Department of Science and Technology and the local government units. He was also invited to showcase his products to different exhibits and trade fairs sponsored by the DTI, American Women, Manila FAME, and many more. Mr. Pasco is very grateful with these opportunities because it became an avenue for him to enter the market and get closer to potential partners and loyal customers. By participating to these exhibits and trade fairs, he was able to close a contract with high-end stores such as Balikbayan Handicrafts, Rustan’s, and Robinsons.

At present, “mentee turned mentor” Mr. Pasco is always tapped to conduct training for Product Development in some provinces all over the Philippines. Not only beneficiaries of the local government units do receive trainings from him, but also he supports them by buying their finish products and selling them in his handicraft shop or showcasing them at exhibits where he joins and participates. He also looks forward in growing his adopted communities by making pandan and water hyacinth products to be well-known all over the world because it can greatly help in creating sustainable livelihood for Filipinos where the abundance of such indigenous materials is very evident.

To end, the owner of Sarilikha Handicrafts leaves a message to those who want to start a business, “For you to be successful, always remember these three recipes for success: (1) quality of products, may it be food or handicrafts; (2) price should always be competitive; and (3) be responsible and committed not only to your clients but also to your suppliers and [do not] ever be afraid to start a business even if it is small. Challenges may come along the way but the sweet taste of success is everlasting, especially if you’re already able to help create jobs to your fellow Filipino.”?

 Cesar Pasco of Sarilikha  MR. CESAR PASCO, Owner
 Sarilikha Handicrafts
 Address: Brgy. San Antonio, Pila, Laguna, 4010
 Mobile No.: 09199753335

RTFARM SUSTAINABLE SOLUTIONS or popularly known as “The Garden Kitchen” was started in 2009 by Ms. Andrea Karina Alforte. It was registered as sole proprietorship in 2016 thru the Negosyo Center Los Baños (NCLB). 

The Garden Kitchen first started out as a weekend cooking hobby. Her healthy dishes were being sold in Manila. However, traumatized by an unthinkable disaster brought by Typhoon Ondoy, the family decided to leave their life in the city and move to a simpler lifestyle beneath the legendary Mt. Makiling in Los Baños, Laguna. Quitting their jobs, the couple invested their pay checks to put up a hydroponic farm, which was later converted to an organic farm. It was a family-run operation. “We do everything ourselves, from constructing the greenhouse, to planting, harvesting, and delivery. Even the kids help out in sowing seeds and their cute little faces help us market our produce.” Specializing in lettuces, salad vegetables and herbs, ARTFARM now produces the ingredients for The Garden Kitchen’s processed food products, and supplies fresh vegetables to local organic stores, food businesses and restaurants. 

The development of good products using ingredients that are sustainably sourced and produced is one of their strengths. Clients are able to differentiate ARTFARM’s products and are sure the quality of products are grown and processed with personal touch. Like any farming enterprise, their weaknesses include production-related risks, pests, droughts, storms that affect the quality and quantity of farm harvest. 

One of the major achievements in their business is finding partners who can help bring their products closer to their target markets. They joined bazaars however, it’s a bit costly and inefficient. They then started to work with a small network of businesses, and organizations. Now, they are able to reach households, organic stores and organic farms not only in north and south Luzon, but also in Visayas and Mindanao. 

She shared her experience at the Negosyo Center Los Baños. “We first walked into the Negosyo Center just to inquire about the process of registering our business. But we left already having a Certificate of Business Name registration. It was a very efficient transaction and it motivated us to take our business to the next level, to make it a legal and legitimate business entity. We are lucky to have the Negosyo Center as our partner as we grow our business. This is also our first business venture, but through the networking, marketing and learning opportunities offered by NC, we are more confident to move forward, with product registration and licensing, and acquiring certification from various bodies. We already know that we have good products, but Negosyo Center is supporting us so we can offer products that are guaranteed, registered and certified so consumers will be assured of our products' quality, and so that our products can reach a bigger market, not just locally, but perhaps globally.”


Delfinado's Jam

“Patience, persistence, and perspiration make an unbeatable combination for success”, stated by Napoleon Hill. This being said, Joan Delfinado-Bella made her own way to success, from being oblivious to their family business, to being the successor of it. She experienced and conquered hardships as she strives to make her business known in Cabuyao City. Until now, after being known in Cabuyao City, she’s still motivated to make her business grow, and eventually be known nationwide.

As early as her college days, Mrs. Joan was already entrepreneurial in spirit—she started selling home-made sweets, like pastillas, yema, and pulburon. That time, all she wanted was to have an extra income, for school necessities. Today, her inspiration and driving force is to sustain their business and generate enough income so that her husband, an OFW in Saudi Arabia will be able to stay here in the Philippines.

Then, in 2014, Mr. and Mrs. Bella decided to take over the business of Mrs. Bella’s mother’s coco jam business. They initiated the search for target buyers, revamped the old packaging, and brought their product to bazaars within the city. At first, coco jam was their sole product, until they showcased alamang, and peanut butter.

Although Mrs. Bella recognizes and believes in the potential of their product, it was hard for her to balance being a wife and a mom while trying to sustain their business. Aside from this, their business wasn’t generating enough profits because they didn’t have that many customers and distributors.

When DTI launched the Negosyo Center Cabuyao City in partnership with the Local Government Unit of Cabuyao, Mrs. Bella decided to approach their office to register their business which we now know to be “Delfinado’s Food Products.” She also sought additional help and advice on how they could improve their products. The Business Counselor assigned to the Negosyo Center encouraged her to join the Association

of Laguna Food Processors (ALAFOP) and to attend the free seminars and training provided through the Negosyo Center.

Since then, she was able to attend many seminars such as Entrepreneurial Mindsetting and Business Conceptualization, Entrepreneurial Mindset and Starting a Business, Seminar on Local Store Marketing and Simple Accounting, Seminar on Food Safety Handling and Product Costing, Seminar on How to Start a Business and Orientation on DTI Services, and Seminar on Basic Food Safety. Through these seminars, Mrs. Bella is able to develop the necessary skills she needs to sustain and improve her business.

Through the Negosyo Center and LGU Programs like the Cabuyao Roof Top Food Festival, she’s able to promote and sell her products and meet like-minded entrepreneurs who can mentor her and who she can also share her skills with.

Today, Delfinado’s Food Products is part of DTI’s One Town, One Product (OTOP) Program to level up products or services rooted in the town’s local culture and competitive advantage. Through this, the Department of Trade and Industry aims to help provide Delfinado’s Food Products with significant improvement and innovation in the areas of quality, product development, design, standards compliance, marketability, production capability, and brand development, among others.

Mrs. Bella, isn’t only focused on earning profit, but also on establishing a great bond with her employees. She humbly acknowledges their contributions to their business. She remains grateful to their customers and distributors, who unceasingly buy and distribute their products, and their suki suppliers who continue to provide them with the best quality ingredients.

Mrs. Bella is also grateful to the Negosyo Center and to its Business Counselor, Charlene Alibudbud for continuously pushing her to attend more trainings and seminars relevant to their business and for providing market linkages for her and her fellow entrepreneurs.

As Arthur Ashe said, “Success is a journey, not a destination, and the doing is often more important than the outcome.” Mrs. Bella takes her time in saying that, one should be brave and persistent enough to achieve his dreams. To her fellow entrepreneurs or to those aspiring to be one, she advices them to always persevere in their business despite adversities. Mrs. Bella is determined to make Delfinado’s Food Products a household staple not only in the city of Cabuyao, but eventually all over the Philippines.

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