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Philippine Business Magazine: Volume 9
No. 2 - Enterprise
Gifts Galore
For unique and fun "gists-away",
call C'est ca
By Victoria P. Unson
Were you ever at a loss in choosing a unique, one-of-a-kind
gift for a special person? C’est ca shouts, “This is it!”
With just a phone call away, C’est ca will solve your problems
with gift giving. They can tailor a gift to fit the personality
of the recipient — from formal to funky gift ideas.
C’est ca started in 1987 when Gaye Cuna Canoy, an airline employee,
began thinking of an alternative business to replace her full-time
job. At the time, she already had a child, and another baby was
on the way. For Gaye, it had to be a job that she could enjoy but
wouldn’t take too much of her time so she could attend to her
growing family. She got this creative gift idea from a store in
Hong Kong that sold and delivered gift items.
With the rest of her brothers and a sister who each chipped in P20,000
for the start-up capital, Gaye created a gift shop that would not
just be “your usual flower shop” but a shop that will
cater to people who are interested in giving humorous, exceptional
gifts that will be matchless in quality and service.
Aside from flower arrangement orders, C’est ca also offers
a variety of gift ideas such as gourmet foods and wine and themed
and motif designs.
Creativity was important in coming up with new ideas, and Gaye got
a lot of inspiration by leafing through different design magazines.
Given that it was a budding business venture, she did not hire a
professional staff to carry out these ideas. Instead she trained
their own household helps to execute the designs she developed.
To date, C’est ca still has its original staff working full-time
in production. They eventually hired receptionists to handle walk-in
and field calls. Their crew now includes drivers, delivery boys,
and a collector.
C’est ca started operations in the Cuna household in Blue Ridge,
Quezon City, saving them rental bills. It was only recently that
they rented an apartment a block away from the main residence to
serve as their base of operations.
Their first customers were also their contacts in the airline industry.
Friends who were at first skeptical about the business soon discovered
the convenience of just phoning in orders without going all the
way to a shop. They also liked the quirky and humorous designs and
unique arrangements of C’est ca. Soon, orders started coming
in through referrals of satisfied customers.
But what puts C’est ca in a class of its own is the service
extended to the clientele. People who want to give special gifts
to family and friends but were pressed for time can just call in
orders, trusting the Cunas to come up with distinctive arrangements
to suit the recipients. Clients can freely give their ideas as well
and leave the execution to the Cunas.
Of course, there is always the risk of cancellation of orders or
non-payments. But with their database, the Cunas were able to wean
out bad accounts and concentrate on their repeat customers.
Through extensive travel and exposure, the Cunas were able to diversify
from their original medium of wicker baskets, candies, and fruits
to include balloons, gourmet food, wines and stuffed toys. They
do not limit their clientele to the A-list crowd. The inventory
of C’est ca ranges from one-of-a-kind arrangements to affordable
gift items. Their services have also extended to decorating homes
for special parties. Valentine’s Day, Christmas, and Mother’s
and Father’s Day are the busiest times for C’est ca.
C’est ca is celebrating its 12th year in business. Last year
alone, this home-based business earned P8 million despite the economic
slump. The Cuna siblings’ shared income helps maintain not
just their business. They also use it to pamper their mother who
was generous enough from the beginning to allow them to start the
business in her house.
For the Cunas, the beauty of a family business is more than just
profit for the family. It’s about sharing ideas, creativity,
and responsibilities without stepping on each other’s toes.
It’s also about appreciation and respect for each family member
for his contributions.
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