Pacita Juan shares her entrepreneurial journey from coffee to sustainable lifestyle – making an impact each step of the way.

As women continue to be a driving force for change around the world, this series aims to highlight those who demonstrate an exceptional commitment to creating an impact.

In this exclusive interview, Connected Women caught up with Pacita “Chit” Juan – award-winning entrepreneur, founder and one-time chief executive of Figaro Coffee Co., and founder of ECHOstore, a sustainable lifestyle store.

Tell us about your journey as an entrepreneur

I had founded many start-ups: a Filipino fast-casual food chain, a coffee shop chain, a convenience store, a laundromat, among others. So they called me a serial entrepreneur.

Entrepreneurship was encouraged in our family. My father also founded new enterprises even when he was 56 years old. At a young age, we learned how to work in my father’s businesses, so it was natural that we wanted our own little business after college. I chose those that fitted my lifestyle—a music lounge, a small café and, later, as my interests shifted to organic and healthy products, I founded ECHOstore.

How did the idea for ECHOstore come about?

Back in 2008, I was talking with friends about exercising more and improving my dietary habits, when I realised there was no local store that really offered products that promoted a healthier lifestyle.

We wanted a business that was pioneering and would encourage people to adopt a sustainable lifestyle. We also thought, why not establish a business that would sustain us as we age gracefully? It would have to be a low-profit, low limited liability company. We wanted a venture that served the triple bottom line: people, planet and profits.

That’s how the ECHOstore was born (short for Environment & Community Hope Organization Store). Our merchandise is sourced from poor communities around the country; they are environmentally friendly and upcycled artisanal crafts. We give market access to small producers and artisans who otherwise would not have a market space. But we choose producers who also help other people in their supply chain. Impact – social impact – is important to us as a social enterprise.
For us, it’s all about doing business with a heart . We have many stories of small producers whose lives have been changed dramatically because of continuous orders from our stores.

How about Figaro and did it start?

I love coffee. It’s easy to start a business doing something or selling something you love. So Figaro came naturally, as I love coffee and travel. Its concept was to transport the diner to another place and time then (23 years ago).

What initiatives are you currently involved in?

I like to devote my time and energy on sustainability, women empowerment and coffee. I sit on a few NGO boards, such as the Slow Food Movement that promotes good, clean and fair food. I’m also heading the Women’s Business Council of the Philippines that advocates policy changes in government, and the ASEAN Women Entrepreneurs’ Network (AWEN) that empowers the international reach of women entrepreneurs.

What is your biggest challenge or frustration as an entrepreneur?

Teaching people about good, clean food can be difficult. It is a challenge, not a frustration. Every day, we get to teach someone something about living well and protecting the environment.

What is your greatest joy and excitement as an entrepreneur?

When people start to listen and are ready to learn and share what they realise are simple rules to create change.

When we started ECHOstore, many detractors said it would not work. Back then, social enterprises were not very common. People thought we were crazy to found a business which was more interested in environmental and social profit than financial gain. Well, we are now in 10 stores all over the country and still growing.

What would you say is your biggest failure or lesson in life?

Biggest lesson: when what you do does not make you grow anymore, move on. When what you are doing is already routine, your mind and heart are already needed elsewhere. Every day must be a challenge to do new things or to find new ways of solving issues.

If you could do it again, what would you do differently?

I would have chosen better partners. Partners who were like-minded, who were not after money alone, but for the good of all (this refers to the past, of course). So I always tell young entrepreneurs, choose your partners well.

What’s your mantra that keeps you going?

When the student is ready, the teacher will come. Though we cannot change the world so swiftly, our small steps do lead to big change.

What words of encouragement can you give to entrepreneurs?

Just start something, fall and learn, and do something else. Every failure is just a lesson.

Looking at Chit’s journey as an entrepreneur, her message on business is loud and clear: Focus on what you love and make a business out of it. This piece of wisdom, along with great care for the community, is what gives a business its heart and soul. And perhaps there isn’t anything more fulfilling than waking up each day and knowing  can help make someone’s life a little bit better.

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