Following Christ

In 1970, Lim Liu and his wife Norma, who founded a lumber business in Cebu, toured Rome. When Norma saw devotees ascending the steps of Scala Sancta (Holy Stairs) on their knees, she was compelled to draw nearer.

Roman Catholics believe Jesus walked up these 28 steps on the way to His trial by Pontius Pilate in Jerusalem. The Holy Stairs were brought to Rome by Saint Helena, the mother of Emperor Constantine. Since then, the faithful have imitated Christ’s Passion by going up the stairs on their knees.

At the holy site, Norma had a vision. She saw Christ’s blood on the steps.

“My parents went to Rome as tourists,” says Bernido “Bernie” Liu, head of Golden ABC Inc. (GABC), whose clothing brands, of which Penshoppe is the first and most iconic, have gone global.

“They came back as pilgrims.”

The couple, who espouse Buddhist virtues of compassion and equanimity, became Catholics. Their faith in Christ deepened. They generously contributed to the Catholic cause, helping churches and retreat houses in Cebu, Manila and Baguio.

Lim and Norma were anointed Papal Awardees by Pope Benedict XVI.

The children are ardent Catholics as well.

For a visit to Pope Francis, Bernie and wife Alice purchased a cap, the same kind the Pontiff wears, hoping for the latter’s blessing. When the Pope saw it, he calmly took the cap, and gave the delighted couple his own, which now has pride of place in their home.

Most prominent, too, in corporate headquarters along North Edsa is the Holy Family Oratory, immediately accessible on the ground floor. Amid breathtaking paintings and stained glass reliefs of Jesus, Mary and Joseph, employees are encouraged to attend regular masses—during company time, no less.

Following Christ involves practicing His teachings, including in business. Penshoppe is famed for its clever positioning of young international endorsers such as One Direction, Zac Efron and Mandy Moore to showcase their clothes.

But what is less known is the fact that these celebrities have been carefully vetted by Bernie and his team, not only to appeal to a global market, but also to endorse a wholesome brand marketed to teenagers.

Instead of selling sex, drugs and the wild life, these celebrities portray a youthful dynamic and are full of energy, zest and optimism.

“We ensure that our endorsers truly wear our brand in our marketing campaigns,” says Bernie. “Sometimes if certain celebrities want to wear their own style, then we cannot work with them.”

To people who question the use of global talent, Bernie says, “I am no less a Filipino if I drive a Toyota or use an Apple phone. We are targeting an international [clientele]. The celebrities we choose can have their pick of brands [worldwide], so if they endorse a Filipino brand, shouldn’t we Filipinos be proud?”

GABC goals are clear. Ultimately, “the brand is the star,” says Bernie, “not the endorsers, not the project heads, not the company.”

Aside from Penshoppe, other brands include Oxygen (streetwear), Regatta (leisurewear), ForMe (for ladies), and Memo (for professionals).

Following Christ begins at home, and Bernie sets the example. He treats employees and stakeholders fairly.

On business trips, he stays at the same hotel and eats at the same food court as his team.

At GABC headquarters, I marvel at the spacious parking structure, safer to maneuver than those in posh malls. I love the airy atrium, the upbeat video done in-house, the recycled water in restrooms. The buzz of happy people permeates the air.

“I want our people to have a good workplace,” says Bernie.

“Long ago, during my father’s time at the lumber factory, we were the first to install air conditioning. Even if we have to spend for it, our people work in comfort. Our people’s welfare is important to us.”

GABC lives by the 5Gs.

“Everything we have is a Gift [from God], so we respond with Gratitude. With good Governance, we Grow, and we also Give back.”

Queena N. Lee-Chua is with the board of directors of Ateneo’s Family Business Center. Get her book “All in the Family Business” at www.lazada.com.ph or call National’s Jennie Garcia at 0915-421-2276. Contact the author at [email protected].