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More than forty five years after they started their home-based shoemaking business in Pasig, couple Juan and Erlinda Janeo, now in their 70s, are still busy overseeing the creation of their new shoe collection, which will be showcased in their highly successful retail store, Janylin Shoes. Janylin – which came from combining the couple’s first names – was a business built on strong familial bonds.

“Siguro kapalaran naming nagkasama kami, siya upper maker, ako shoemaker,” says Juan. The couple worked for a number of shoe factories like Blue Bonnet and Princess Anne before they decided to strike out on their own using their two hundred-peso savings in the 1960s. “Mura ang spare parts ng mga sapatos noon. Barya-barya lang. Ang isang piye [ng leather] wala pang P2 noon. Ang mga gamit na maliliit na bagay, nakakayari ako at tumutubo ako ng mahigit na 50 percent,” recalls Juan.

The Janeos worked long hours to finish a dozen pairs, which they delivered to shoe stores and boutiques at the San Juan public market. Their efforts paid off because the owner of Rempson, then a big-time shoe retailer, saw their plastic strap sandals and ordered from them. Other buyers like Henry Sy of Shoemart followed suit and before long, they had to hire workers to fill their increasing orders.

But it was only in 1973 when the Janeos put up a shoe store at the Sta. Mesa market. “Nakita ko na parang kaya ko magtindahan dahil alam ko lahat ang styles,” says Juan. Soon, Janylin outlets opened in Cartimar, Pasay and Marikina Shoe Expo in Cubao.

One of the couple’s daughters, Cecilia Janeo-Santos, says the company’s turning point was their introduction of Penny loafers in the late ‘80s, which also made Janilyn Shoes synonymous with quality ladies sandals. Their retail coup bought them the right to become a concessionaire at the Landmark, and in 1991, they went a step further by leasing a space at Glorietta 1 in Makati. Adding beadworks to their designs in 1993 made Janylin an even bigger brand, leading to the opening of more stores in Alabang and Cebu. The company now counts 17 outlets and employs 60 workers at their factory in Pasig.

Unlike his competitors who had since closed shop, Juan attributes Janylin’s staying power to his success in teaching his children to love and be involved in the family business. “Yung iba sumuko na. At ang problema yung mga anak nila, ‘di masyadong nawili sa sapatos. Kaya ang naisip ko ang mga anak ko i-involve sa sapatos dahil kasi wala akong ipapamana sa kanilang kabuhayan na marami kundi iyan,” he says.

Indeed, from the time they were young, Cecilia, her sister Josephine Janeo-Veneracion, and brother Juan Janeo Jr. would man their stores after school to earn their allowance. This taught them the ropes and prepared them for taking on different responsibilities within the company: Cecilia now handles design, Josephine takes care of accounting, while Jun is in charge of store construction, repair, maintenance.

Cecilia observes that Filipino women are still as fascinated with shoes as ever. “Lahat ng Pinay yata may Imeldific qualities,” she says. This observation inspired Janilyn’s strategy to offer trendy, durable, and perfectly fitting shoes to the upwardly mobile women in their early 20s to the early 40s, who wouldn’t balk at their P895- to P2,995-a pair price points. “There are buyers who would snap up all colors of a style that they like. Para i-pair ang shoes sa dress,” observes Josephine. 

Janylin’s pointed stiletto pumps and beaded shoes are still the bestsellers. Even so, Cecilia says they cannot rest on their laurels even thought they control a comfortable market share. “You have to keep up with [market shifts]. So invest ka na sa product research and development. Kailangan sabayan mo kung hindi maiiwan ka.”

From 12 pairs that the Janeo couple would make at home four decades ago, their Pasig factory now churns out 1,000 pairs weekly. Other shoe varieties are subcontracted. Janilyn’s success can be attributed partly to the Janeo family’s good working relationship and partly to hard work and direct management. “Iba yung treatment mo ng negosyo pag ikaw ang nagha-handle kaysa sa ibang tao,” Cecilia says.

Although it’s normal to have misunderstandings and conflicts once in a while, the Janeos see to it that these are resolved quickly to maintain harmony in the business. “Hindi pwede yung lagi kaming magkakagalit, ayoko ng ganon kasi hindi makakatulong ang bawat isa,” the Janeo patriarch says.