Manong's pathway to greatness

MANILA, Philippines - Stories of self-made men abound, but stories of men who fashioned great lives out of selflessness are few and far between. Juanito Fontelera, fondly called “Manong” by the countless individuals whose lives he has touched, is one such man.

From the start, it was clear to Juanito that education was important. With nowhere to live but determined to get a degree, he worked as a janitor at the Bohol Colleges. In return, he was allowed to study and stay at the college quarters. While this arrangement did not allow him to live the normal life of a teenager, he did not mind the hard work because he believed that better things were in store. Almost a decade later – with the horrors of his experiences as a soldier during World War II further strengthening his fortitude – he found himself taking up Commerce in Far Eastern University, while working as a freelance book salesman for the Philippine Book Company. With a strong faith in God, he forged on.

And a bright future it was, indeed. He ventured into bookselling in Azcarraga Street, where he met his life partner, Jovita Buhain, who also owned and operated Rex Book Store, located right beside Juanito’s New Republic Book Store. After they got married and their businesses merged, little did Juanito know that their obscure bookstore selling only used books and office supplies would someday become one of the country’s leading publishing houses.

The success of Rex Book Store in the decades that followed is an undisputable testament to Juanito’s and Jovita’s diligence, love, and excellent teamwork. Needing to expand their business but not having enough capital to do it, they had to bank on the trust of their creditors. True enough, their business partners trusted them, proving to be responsible borrowers. In the 1960’s, Rex Book Store ventured into publishing, with its first Filipino-authored book. Within this same period, the company grew and widened the range of textbooks and law books it published.

With the help of their son, Dominador Buhain, and now the third generation led by Chief Operating Officer Don Timothy I. Buhain, Juanito transformed what started out as a simple bookstore into a thriving business conglomerate.

To this day, people cannot mention Rex Book Store without acknowledging the work ethics and humility of Juanito. His simplicity, honesty, and sincerity were traits that endeared him to everyone – business partners, employees, or relatives. Never one to use people to advance his agenda, Juanito’s guiding philosophy has always been to use his circumstances – in this case, his company and his personal resources – to help others.