An enterprising debutante
Perhaps the most memorable birthday of any Filipina is her 18th, considered the age of maturity. It is usually marked with her debut celebration, her coming-of-age party, featuring several series of 18 items, from roses to candles and, most recently, bills.
But Jem Carmelle Perona wanted something different. While she did have a party with family and friends, the young entrepreneur also marked the occasion with the formal launch of her two businesses. There’s Carmellena, her flower arrangements business, and Crème Haven, her coffee shop, which she opened during the pandemic.
From audience to entrepreneur
In early 2021, Jem grew interested about flower arrangement videos on Youtube. With Valentine’s Day around the corner, she wondered if her newfound passion could be made profitable. Jem approached her parents Marie and John for support, who were more than happy to help their daughter.
“That is how we have been with our three children,” said Marie, an HR professional. “We expose them to many things, let them find what their interests are and then give them our all-out support.”
During her first year in operation, orders came mostly from friends and classmates whom Jem approached through social media. When Mothers’ Day 2021 came around, many of her initial customers placed new orders for their moms.
A year later, Jem was already taking orders from more than 100 clients. They seemed to appreciate her flair for visual arrangements and personalized touch. A hands-on entrepreneur through and through, Jem even delivers the flowers herself as her father drives her around sometimes.
“I remember when Jem had a hard time booking for a delivery rider and the time the order was expected was less than an hour away. I had to no choice but to step in and be the one to deliver the flowers,” John said.
“I did not expect that kind of volume especially since I only relied on social media and word of mouth to promote my business,” Jem said. “They must really like what I had to offer.”
Becoming a leader
WHILE Carmellena was a pandemic concept, Jem’s coffee shop, Crème Haven, started much earlier near the Perona residence in Santa Rosa, laguna. She started by offering cinnamon bread that she makes herself. She gradually expanded her menu and now manages a team of 10 people who she fondly calls “ate” or “kuya.”
“I was nervous about trying out these businesses because I felt that I was too young and did not have enough background,” Jem said. Another challenge was giving out instructions to her staff, who were older than her, which made her uncomfortable.
With the advice of her mother, an expert in handling relationships, Jem eventually learned how to become a leader. Sometimes, Marie even calls her daughter “CEO” to show express her pride and full confidence in her.
Believe in yourself
ASIDE from being an entrepreneur, Jem is also an advocate of the arts. She has even led a group that sought to create an online platform that would bring together artists and the audience.
When it’s time for her to enter college, Jem hopes to pursue a degree in hotel entrepreneurship. She wants to combine her already-rich experience with the theories and best practices she has yet to learn.
While there are several things going for her right now, Perona said she was not always this confident.
“There was a time when my self-esteem was low and I was hesitant to do the things that I wanted to do,” she said. “The pandemic gave me the time and opportunity to reflect on my potential and what I wanted to do with my life.”
During her debut, Jem did away with the 18 roses, candles and bills. She had three costume changes and showcased her dancing prowess. She was also serenaded by her father, brother and even her grandfather. It was indeed a different celebration, one where Jem was not only introduced as a woman but as the CEO.
To those who resonate with her personality and experiences before she took the leap, Jem shares a simple advice: “You will never know until you try.”