Behind every successful business is a story of passion, perseverance, and a dream. For Aileen Guzman, her love for baking began at a young age and grew into a lifelong pursuit. What started as a high school hobby blossomed into a full-fledged enterprise, combining creativity, skill, and determination.

Her journey began to take shape in 2000 when she competed in a cake baking and decorating contest at the Nueva Ecija University of Science and Technology. The experience not only deepened her love for the craft but also inspired her to turn her talent into something meaningful. Selling her baked goods to classmates, Aileen found a way to share her creations while supporting her school expenses, laying the foundation for Aileen’s Cakes and Pastries Shop.

Despite having a job after college, Aileen’s passion for baking never faded. Even after starting a family, she continued to develop her skills through workshops and courses, including specialized cake decorating and barista training.

During the pandemic, Aileen baked and sold homemade pastries online and to her husband’s colleagues and friends after they relocated to San Fernando. When Aileen’s husband took early retirement, they decided to focus on expanding their business. They opened a physical store in Magalang and officially registered their business with the Department of Trade and Industry (DTI) in 2022.

In February 2024, they sought assistance from Negosyo Center Magalang for their Barangay Micro Business Enterprise (BMBE) online application. The BMBE program provides small businesses with benefits such as tax incentives and access to government support to boost local enterprises. During the application process, the Business Counselor took the opportunity to discuss the programs and services of DTI, including product development, free trainings and seminars, and provincial and regional trade fairs. These programs inspired and motivated Aileen.

By March 2024, they made a significant leap by participating in their first trade fair at Clark CityFront Mall, in celebration of Women’s Month. Since then, Aileen has actively participated in various trade fairs like Pyestang Camaru, which have greatly boosted her brand’s exposure and expanded her customer base. One memorable moment was when a customer from Bulacan, after tasting her pastries, returned to Magalang just to buy more, calling them “Manyaman!”—Kapampangan for “delicious.”

The exposure from these events, along with DTI’s support, has led to significant improvements in her business. Product quality has been refined and market visibility has grown. This momentum has built a strong foundation for future growth. Ms. Aileen is eager to continue leveraging DTI programs, particularly the free business seminars, to further develop her skills and take her business to new heights.

Her message to aspiring entrepreneurs is, “Be patient because not every season is profitable. There will be times when business is good, and there will be times when it’s really slow. Also, be diligent in posting your business online because it greatly helps in attracting customers. Hard work and patience are the secrets to success.” Her mantra in life is to “Dream Big” — if you’re going to dream, dream big, and combine it with hard work and patience to achieve it. Now, Aileen is looking forward to opening another branch within the Province. ♦

Email Address: [email protected]

Contact Number: 0927-736-8900

Date of release: 17 March 2025