A freshly baked start
Posted on January 20, 2026
Written by: Josephine Ramos
Iloilo is widely known as the home of the famous Filipino Biscocho, a well-loved delicacy, popular for its crispy texture and buttery flavor. Over the years, it has become a symbol of the Ilonggos’ dedication to quality and taste.
Juliet Bascoguin, a 65-year-old native of Iloilo, spent more than a decade working for a company before choosing to step away from employment to focus on raising her three children. While staying at home, she put her Technical-Vocational (TechVoc) training in baking to good use by starting a small bakery, turning her skills into a source of both purpose and livelihood.
From flour beginnings
In 1998, 9J’s Bakery was established, a labor of love built by nine siblings who worked side by side. With Juliet’s expertise in baking, she took the lead in overseeing the bakery’s daily operation. Every profit earned was carefully reinvested in quality equipment, ensuring that each loaf and pastry met the bakery’s standard for taste and quality. Any leftover bread was turned into pudding, turning potential waste into another delicious treat.
Among the many bread they produced was biscocho, one of Iloilo’s famous delicacies. At first, monay was among their best-selling breads. However, as Iloilo became more recognized for its biscocho, demand for their own version grew as well, particularly among tourists seeking the city’s signature treat.
As their business thrived, challenges were inevitable, including the rising cost of raw ingredients. At times, this led to misunderstandings with customers, but over time, they came to understand and adapt to the necessary price changes.
“Go lang ng go, ganon naman talaga ang business may ups and down, wag bibitiw at tuloy lang palagi ang laban (Just keep going, that’s really how business is, there are ups and downs but don’t give up and always keep fighting),” she stated.
In 2014, Juliet became a client of CARD Bank, Inc., a microfinance-oriented rural bank under CARD Mutually Reinforcing Institutions (CARD MRI), initially to secure a loan for her child’s education. Over time, the bank became more than just a source of school funds, it also provided the additional capital needed to sustain their bakery business.
Through dedication, hard work, and the success of the business, Juliet was able to ensure that all three of her children completed their education. Two are now working in Qatar, while the other became a certified public accountant.
Juliet’s story is a reminder that success often comes with struggles. There were highs and lows but she chose to keep going. And by refusing to give up, she proves that perseverance remains the heart of a successful business.