“The pandemic changed a lot of things for a lot of people. Major decisions were made and longtime plans that were put off pushed through. What is important is today. Because tomorrow is unknown. Only God knows what's in store for tomorrow. So it is important to do the things that can make other people happy. That's good karma already.”
WHEN Orly Francisco decided to venture into the mortuary business, he admitted that it was the most daring thing he had done in his life.
Francisco named his venture Aeternitas, after the divine personification of eternity in ancient Roman religion.
Never in his dreams did Francisco imagine himself getting into the death care industry.
Francisco — the fifth in a brood of eight — started earning a living when he was seven years old by helping his mother sell candies outside their house.
“I was only in first grade when I started selling candies. Since then, I haven't asked my parents to give me an allowance. In my second grade, I was the one giving money to my mom,” he recalled.
“I went to double zero in the 1960s when I was a young boy. We had nothing. I took after my mother who knew how to run a business. My father was a visual artist.”
From selling candies, Francisco became a cigarette vendor, then he put up a grocery and later, a taxi business.
“You don't need only 70 percent to manage and run your business,” Francisco shared. “It has to be 100 percent.
“I only needed P50,000 to make my business grow. I really knew how to start a business and make it grow. When something is wrong, I readily make it right.
“You do not stop trying to achieve your dreams even if there are challenges. You can't avoid the challenges. There are other people to stop you. You will experience red tape along the way.”
He was only 17 years old when he made his first million.
Since then, there was no more looking back to his deprived life.
But Francisco is aware that his ventures will not consistently succeed.
“That will not happen,” he said. “You will still have failures. But you need to count how many times you rose above those failures to be successful again.”
My business in 1978 was money exchange and money remittance, Kabayan, in Saudi Arabia,” Francisco shared. “Up to now, the business is still there. My son is the one running it.”
Francisco got to only as far as second year in college when he took up Commerce at the Far Eastern University.
“I was already the family breadwinner, so I needed to work,” Francisco disclosed.
Sometime in the year 2000, Francisco joined a pilgrimage to the Holy Land where he met and struck a deep conversation with their tour group leader, the late bible scholar Fr. Gerry Tapiador.
When Fr. Tapiador learned that Francisco owned the property next to his parish church along Commonwealth Avenue in Quezon City, the priest advised him against selling the lot and suggested that he build and operate a memorial chapel.
“Build funeral chapels because those are what's lacking in Quezon City,” he remembers Fr. Tapiador telling him.
He heeded the advice.
Through the years, Franscisco was a keen observer of how the death care industry evolved, and he took note how the industry can be improved.
“What I need is the negative criticism that we get. Because if we only know the good and positive comments, I will no longer focus on what's wrong. I need to see the bad aspects so I can correct what's needed to be done,” he said.
Francisco then toyed with the concept of offering a mortuary service with five-star hotel-like amenities and services like assigning a butler to a grieving family who will take care of their needs while holding a funeral service for their departed loved ones.
Thus, Aeternitas Chapels and Columbarium was born.
Construction of the nine-story facility started in 2017.
The pandemic, however, became a major setback in Francisco's plans. Yet, he continued with the construction work.
Aeternitas' offices opened early this year as well as 13 chapels, a convenience store and a coffee shop.
In the works are 14 additional chapels, a prayer room, a counselling room and a business center.
“The pandemic changed a lot of things for a lot of people,” Francisco maintained. “Major decisions were made and long-time plans that were put off pushed through.
“What is important is today. Because tomorrow is unknown. Only God knows what's in store for tomorrow. So it is important to do the things that can make other people happy. That's good karma already.
Francisco did not expect Aeternitas to make a quantum leap and became one of the market leaders in Quezon City.
“Since Aeternitas turned out to be one of the best, I decided to work on it full time,” he said. “When Covid came, the walls became musty. I removed the floors and put the air-conditioning units upstairs.
“We placed a lot of bamboo trees outside so the surroundings looked better. The nine-floor building has three levels of parking in its lower deck.
The chapels and columbaria have yet to be occupied, according to Francisco. “Everything is still new. Since last year, we have started trial-and-error in our operations. While the business is expanding, I need to correct all our mistakes by the time we decide to go full-blast into our operations.
“We don't want the customers to get peeved or get turned off. We offer a blend of luxury and solace for the grieving loved ones.”
So far, Francisco's team at Aeternitas Chapels and Columbarium has yet to determine those low points in doing business. “Nothing is coming out yet,” said Francisco.
Francisco's wife, Barbie, helped from the time of construction of Aeternitas Chapels and Columbarium. She kept a close watch on the overall look of the chapels.
“They presented the design to me, and I gave the final approval,” Francisco said. “I'm the one who always goes abroad. I learn a lot in my travels. Recently, I went to Japan and I visited a columbarium there.
“The features are so high-tech. You press something and the urn moves so you can see it in front of you. Too high-tech, Filipinos might not like it.”
The couple personally attends to customers if the latter are their friends, like the late sports commentator and former amateur boxing official, Ed Picson, who passed on last April.
Francisco believes he is doing a good job in running his latest business. “If I don't know how to handle finances well, nothing will work right,” he admitted.
Today, as Aeternitas Chapels and Columbarium opened early this year, the unique concept redefined the way Filipinos look at bereavement. Francisco combined first-rate funeral chapel services as well as five-star hotel amenities and features that will help people go through their grief and their loss.
Aside from the spacious layout, the place offers a butler at the time of the wake to listen to the needs of the bereaved family and how to go through the wake without any hitches.
Even at 70, Francisco still looks as agile and active, even younger than his age. In the morning, he starts his day with brisk walking before he even goes to the office. On weekends, he manages to wind-surf with his wife.
“We go to the beach every weekend,” Barbie offered. “Usually, we start Friday afternoon, but lately, we do it Saturdays and Sundays, from the south to the north. We also tell the kids not to schedule anything on weekends so they can go with us.”
Once a month, the couple makes it a point to have time for only the two of them. “There should be no work, only the two of us. Chill,” Barbie granted. “Not talking to other people. You won't see him without me. You won't see me without him.”
The couple has five children, the eldest being 17 and the youngest at five, whom they bring to school every day.
Through the years, the couple has not had any major fights. But yes, they did have misunderstandings occasionally. “That happens unavoidably,” Francisco said.
When he goes home after office, Francisco still finds time to ride his bike around their village.
“Being healthy is not just a gift from above,” Francisco said. “You need to exert an effort to be healthy.”
* * *
Quick questions
WHAT IS YOUR BIGGEST FEAR?
I have no more fear now.
WHAT REALLY MAKES YOU ANGRY?
When you fight with my family.
WHAT MOTIVATES YOU TO WORK HARD?
I will not be content to be a mere spectator. I need to do something productive.
WHAT MAKES YOU LAUGH THE MOST?
Usually, I'm the one who makes people around me laugh. That's what I like to do every day. To always smile.
WHAT WOULD YOU DO IF YOU WON THE LOTTO?
With that fortune, my life will change. I can buy a yacht or even a mansion, but if you cannot manage, you will go back to zero. Usually, you'll go bankrupt.
IF YOU COULD SHARE A MEAL WITH ANY INDIVIDUAL LIVING OR DEAD, WHO WOULD THEY BE?
I want to be with taipans like Henry Sy or John Gokongwei.
WHAT WAS THE LAST BOOK YOU READ?
I grew up on the streets. The books that I read about this pandemic are about how to make others happy. Not so much about business anymore.
WHAT CELEBRITY WOULD YOU LIKE TO MEET FOR A CUP OF COFFEE?
No one.
WHAT IS THE MOST DARING THING YOU HAVE EVER DONE?
Put up Aeternitas Chapels and Columbarium.
WHAT IS THE ONE THING YOU WILL NEVER DO AGAIN?
To get married again. After Barbie, I'm good.
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