Any taxi driver in Baguio can take you to fragrance entrepreneur Joel Cruz’s mansion in Camp John Hay.
Dubbed the White House of the Lord of Scents, it has become a landmark for its massive scale—a 3,000-sq m, four-level building with a glass tower that encases a cascading crystal chandelier.
Its architecture and scale that don’t hew to the traditional Camp John Hay architecture of log cabins have drawn flak from conservationists and environmentalists out to preserve the iconic image of Baguio.
Such controversy apparently hasn’t daunted Cruz.
The entrance is a wide canopy, followed by a series of frames leading to the door, a scenic elevator and another wing with wide eaves, propped up by beams.
The large glass expanse, uncommon in Camp John Hay landscape of log cabins and clapboard-sided homes, opens out to views of the golf course.
The rich interior design of the house can only convey the stature of Cruz who, as president and CEO of Aficionado Germany Perfumes, has been reaping surely the fruits of his hard work. His business covers 600 kiosks and stands which sell scents that are manufactured in his automated plant in Manila.
His company provides fragrances for the direct-selling firm Sundance, and has just customized a room scent for Philippine Airlines’ Mabuhay Lounges. He has also been slowly expanding his market overseas.
12-meter-high chandelier
For his Baguio house, Cruz originally wanted a white theme but found it too antiseptic. He settled for a palette that is a warm neutral with grounding colors of brown and green.
Most of the furniture either came from Italy or was carved in Pampanga. The classic chairs and sofas in the main living room have rolled arms and delicate curves on the back, while the tables have claw-foot legs. The tall windows have curtains with swags, jabots and pleated silk panels.
As homage to John Hay, faux pine logs adorn the ceiling and provide a dramatic contrast to the quiet color scheme.
Then there are traditional details such as the cornices, moldings, a customized 12-meter-high chandelier from Italy, the silver candlesticks, fringes and tassels on pillows and needlepoint tapestry from Italy. Sculpted moldings are repeated on the mantel.
Like royalty
The dining room is decked with striped moldings and decorative wall panels that were individually placed by artisans.
At the center of the intricately carved tables is Cruz’s face, presented like royalty. He explains that the original design featured the face of a royal. The Pampanga artisans tweaked the design to resemble Cruz’s features.
In keeping with the house’s contemporary design, some spaces are modern, such as a vestibule with a sectional sofa and the theater room.
The glass staircases and banisters enhance the modern look.
There are 13 bedrooms in the house, a gym, makeup room, massage room and children’s play area, aside from the private dining room and another dining room that seats 36.
The house was designed to accommodate his four children from a Russian surrogate mother, as well as his mother and siblings.
Father duties
However, he’s hardly up there. Cruz is often abroad, doing sales calls in Japan, Brunei, Africa, Thailand, Malaysia, Indonesia and Guam.
He is equally occupied with his father duties. His older twins, Prince Sean and Princess Synne, recently celebrated their fourth birthday. Prince Harry and Prince Harvey are 11 months old.
Cruz said his Psychology course at the University of Santo Tomas is helping him with his parenting. He is following the religious attitude and Filipino values cultivated by his parents.
Although Sean and Synne have been competing for his attention, Cruz makes time to explain things to his older twins. “I make sure they really understand,” he says.
“It’s difficult for one dad to take care of four kids. I’ve been asking Sean and Synne to help by teaching Harry and Harvey the way I taught them the alphabet, numbers and colors,” he says.
Asked how he manages to raise a growing family and a business empire, Cruz says that he creates a familial atmosphere at work. He delegates but he also constantly checks if everything has been accomplished properly.
“I have good people around me,” he says. In the end, Cruz credits his good fortune to the Source. “This business is not for me, but to help people, even those working for us abroad.”—CONTRIBUTED
