Yolanda Pajaro

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Yolanda Pajaro is the President and CEO of high-end shoe boutique Via Venetto. Pajaro was started out as a teacher, but after having her third child, she realized that her family could not survive on a teacher’s salary alone. In an effort to earn extra income, Pajaro started selling Avon products. Her success in this small business made her realize that she may have a knack for sales.

Success story

Without any background in sales and business , Pajaro followed the path of her mother-in-law, she braved the shoe business. During the 1970s, when Marikina was already making a name as a hub of the Philippine shoe industry, Pajaro noticed that its shoemakers focused solely on design. She on the other hand believed that shoes should look good and be comfortable as well. When Pajaro opened the first Via Venetto store in Greenhills in 1973, she decided to import heel tips and use them as an innovation. To guarantee the product quality and to attract more patrons, Pajaro also offered to mend her customers’ shoes free of charge if they needed repair. And from one store in Greenhills, Via Venetto today has five outlets in Metro Manila and one in Cebu. It also has franchises in Davao, Bacolod and Iloilo cities.

Pajaro and her shoemakers regularly visit the major international shoe fairs in Italy and Germany to observe the latest trends in design and technology.

According to recent reports, Via Venetto plans to expand its line of footwear line to Australia and Singapore.




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