THE STORY of Tesoro’s is entwined with that of its founder, Salud Santos Tesoro. Born in 1915 in Baliuag, Bulacan. Salud lost her mother at the age of 6 and was raised by her maternal grandmother, Gregoria , and her uncle, Manuel Pineda, a successful agent for American exporters based in Manila . Her uncle owned “Pineda’s Hat Shop” on Calle Real in Intramuros, the old walled city in Manila, a popular shopping area during the American period. In the Depression years of the 1930’s, Salud’s uncle prevailed on her, as the eldest of three sisters, to forego her schooling and manage the hat shop for the family’s sake.

Because of her innate business sense and industry, the shop soon flourished and Salud gained valuable experience in management and entrepreneurship. After World War II, Pineda’s hat store was turned to rubble. But from these ruins rose a new enterprise that fulfilled Salud’s dream.

With support from her uncle, Salud and her husband, Atty. Nestor B. Tesoro, they managed to open their own store which retailed not only hats from her native Bulacan but the whole range of handicrafts from all over the Philippines. Together, they decided that a fitting name for this new venture would be that of Salud’s husband, Tesoro, for this means “treasure” in Spanish.

Thus, in 1945, the first Tesoro’s outlet was established in Escolta, then Manila ’s premier commercial district. Tesoro’s provided only quality merchandise made from indigenous materials. Each item bore the stamp of Filipino artistry and craftsmanship. In time, the name Tesoro’s became synonymous with the best of Philippines handicrafts.

More than sixty years after the Escolta shop opened, the commitment to quality and customer service remains firm. This commitment is upheld by Salud’s progeny who operate the nine Tesoro’s branches in the major commercial centers and selected hotel outlets all over Metro Manila and Metro Cebu.