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It started as a home business and I was the only employee Making a good living as a furniture maker, he sought greener pastures abroad as a manager in a furniture store in Saudi. The one-year experience left him longing for home and family. He came home and continued being in the trade for eighteen years until he decided to take the plunge and open his own shop. The furniture business “Sa bahay lang ako nagsimula – sa garahe, ako lang mag-isa. (It started as a home business and I was the only employee) I did everything from the upholstery, carpentry, and finishing,” he says. Eventually, orders started pouring in. He would research to get ideas, but his innate artistry allows him to add his own interpretation to the piece. Works of art, indeed, is how he best describes the final product. RFA makes formal dining pieces—banquet dinner tables and intricate chairs—as well as comfortable couches that also serve as conversation pieces, contemporary console tables, unique bookshelves, modern wine bars, and dainty daybeds. Those who are familiar with the pieces at the Serendra lobby can verify the workmanship for themselves. Their furniture have graced covers of glossy magazines, albeit the backstage and behind the scenes work. There are no accolades from media, but the recognition of fellow artists—designers, architects, and appreciative clients—fuels their passion. Working with the masters You can see many of their works in high-end beach resorts and sophisticated hotel poolside. Lawn furniture is also another specialty – they’re very proud of the work they’ve done for Le Soleil de Boracay, Misibis Bay Resort, Hotel St. Elise, and Manila Grand Hotel, to name but just a few. The company has been providing quality furniture for more than ten years, and has worked with many renowned designers in the industry, such as architect J. Antonio Mendoza, Camilo Vasquez, Daniel Enriquez, Anton Bermudo, Lorie Borja, and Jovey Dimayuga. “They show us their specs and designs, and we make it happen for them,” he says. Most of their recent projects come from the boom in the real estate industry. There have been many home and condo-unit owners who request for their skilled services, even the hotels—from the big to the boutique, know of them. Most residential clients come from wellknown names in the showbiz, politics, and society pages. “We have clients who show us imported catalogs or a designer chair they bought abroad, and we try to replicate – but not copy, the piece for their home,” shares Atendido. “But we can also duplicate if requested, for a reasonable price,” he laughs. La Familia Atendido Lest readers get the wrong impression, it wasn’t always this exciting. Mrs. Estrelita Atendido, the muse and the accountant of the artistic Atendido, confirms this. “When we started, we did everything including deliveries to clients,” shares Mrs. Atendido of her husband. Every book in entrepreneurship and business starts with manual labor, putting your heart into every endeavor, a lot of sleepless nights, and in some (lucky, but not all) instances, a faithful spouse by your side. She would accompany him to all his delivery duties and handle the 24
client side of the business. Family is the center—the grounding force— in his life. RFA is the initials of the founder, Rodito Atendido, and F stands for the first letter in the names of their four sons. Rodito and Estrelita have a brood of seven. Franklin, the eldest, is the architect and heir apparent. Now that the children are grown, most of the Atendido offspring have a hand in the expansion of the business. His daughter, Eva, an interior designer herself, meets with the clients and handles accounts, and his other daughter, Lanie, manages their Tiendesitas store, Designer’s Den. It’s evident that his children admire him, “Binata pa lang sya, sobrang sipag na nya,” says Eva, a graduate of the Philippine School of Interior Design. She points to an impressive dining table on display, “that’s his design – daig pa nya kami,” she laughs. Tools of growth “We’re very thankful for the designer and architects we’ve worked with,” says Mrs. Atendido. “Architect J. Antonio Mendoza, our long time client, was our first in the industry—and we just grew from our projects with him.” With an impressive clientele, the Atendidos were inspired to innovate and improve their services. The business expanded with a store in Tiendesitas in Pasig, a showroom and shop in Taytay, Rizal, and a three-floor hardware store beside it. The turning point in their business was when Plantersbank approached them two years ago. “We had a lot of fears in borrowing. It’s a big thing to be trusted by the bank and be granted a loan,” says Mr. Atendido. Seeing the results, the fears disappeared. “Parang napaka-bagal pag sariling sikap,” he explains. “Noong nag-simula kami makapag-loan, ang dali na palakihin at palawakin ang business dahil may kapital—everything you can think of is possible.” Looking back, he is still amazed at how it happened. “Other banks size you up but not Plantersbank. Which is why we also try our hardest to fulfill our end of the bargain and keep a good credit name.” Gratitude in all things Enjoying the fruits of their labor is not lost on the Atendido’s. These days, husband and wife have retired from the hectic everyday toil, but still serve as advisers to their children. The slower pace leaves Rodito with more time to design and go back to his first love, upholstery. Both are confident that their seven children will be able to handle the reins and make the business grow further. Rodito’s rags to riches experience make the Atendido’s aware that they have to share the abundant blessings. “You need to treat your employees well, pay them on time, help them during their times of need, and love them because they help you in your business,” shares Mrs. Atendido. Their generosity to their staff, the love they bear their children, and the commitment to their trade has given the Atendido’s a well-crafted life, something that only a few could achieve. RFA Furniture Pasco St., Santolan, Pasig City Tel. No.: (02) 703-4371, (02) 401-1035 E-mail: rfa_furniture @yahoo.com Furniture display located in the Pasig showroom. 25
Page 1: A Plantersbank publication for Entr
Page 4 and 5: staffbox Q&A Q: Why should companie
Page 6 and 7: newsline Iloilo business community
Page 8 and 9: BIZBEAT Cut down your business risk
Page 10 and 11: smefocus taxation Before parting wa
Page 12 and 13: sme focus marketing Herbert M. Sanc
Page 14 and 15: sme focus CUSTOMER SERVICE Memorabl
Page 16 and 17: sme focus manpower Schubert Caesar
Page 18 and 19: sme focus inspiration An internatio
Page 20 and 21: 18 Dennis Chan of Famous Secret Pre
Page 22 and 23: For Dennis Chan, president of Famou
Page 24 and 25: “Matagal ko na ring nililigawan y
Page 28 and 29: lifestyle The in-place of yesterday
Page 30 and 31: healthwatch No excuses. You can sti
Page 32 and 33: tech Perfect Presentations Four pro
Page 34: smebillboard Tradecon and FIP prese

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