Tucked away in the bustling street of Palatiw, Pasig City, ChellyRobert offers a surprising list of multi-brand furniture and electronics. Despite its unassuming exterior, the store boasts a spacious interior and crawls deep with its semi-curved stairs leading to its second floor. 

Upstairs, you’ll find out that ChellyRobert occupies more than half of the floor, if not the whole two-story building, carrying welcoming party boxes, a variety of air conditioners, bed frames, stocks of different chairs, and more. The best part is that even customers are welcome to tour the whole area, as each turn consists of different products and brands to choose from.

The name of the establishment comes from Roberto delos Santos Jr. and Rachelle Rose Abbu, a couple who have demonstrated that remarkable achievements can be made in just six years. Robert, previously a salesman at Pasig Mega Market before transitioning to a role in the BPO industry, and Rachelle, who also worked in the same BPO company, both ventured into business with unwavering determination.

Roberto delos Santos Jr., 32, and Rachelle Rose Abbu 29, the owners behind ChellyRobert.

Their journey began with a simple yet bold decision: to venture out on their own. Roberto, armed with his years of experience in sales, set foot into the world of online marketplace. For six months, he poured his heart and soul into building the online store. He spent countless hours exploring ways to promote through social media, connecting with potential suppliers, and creating an online shopping experience for its customers. As it continued to grow, Roberto realized that he couldn’t do it alone. He knew that Rachelle would be the perfect partner for the business and advised her to join him six months later.

“Kailangan natin i-try, kasi kapag hindi, walang mangyayari. Risky, pero kailangan gawin. Kapag hindi ka lumagpak, wala ka din experience. Kailangan lakasan ang loob mo,” Robert emphasized. 

(“We need to try, because if we don’t, nothing will happen. It’s risky, but it has to be done. If you don’t fail, you won’t gain experience. You need to be brave,” Robert emphasized.)

Home-based to high street

Starting with just ten basic pieces, their venture rapidly expanded, especially during the COVID-19 pandemic. As their business grew, so did their storage needs, which prompted the transformation of their home’s third flood into a makeshift warehouse.

A year later, their success allowed them to rent their first official warehouse or bodega, marking a significant milestone in their journey.

The couple immersed themselves in every aspect of their business: from managing their online presence, handling customer communication to personally delivering products and sourcing suppliers. Their dedication shows the best example of a true labor of love, with both Robert and Rachelle embracing every challenge as part of their passion project. For them, improving their business is a journey with only upward potential. 

“Hindi namin inakala na magiging ganito siya. Kasi hindi namin hinangad yung sobra sobra, pero sobra-sobra po ang binigay ni God sa amin na blessings.” Rachelle Abbu commented. (We actually didn’t expect it to turn out this way. We didn’t aim for anything extraordinary, but God gave us blessings beyond measure,” Rachelle Abbu commented.)

A year after securing their bodega, they took another bold step by opening their namesake physical store, which is close to the equally busy Pasig Mega Market. What started with just two individuals managing the single-floor store expanded to an eight-man team with two floors. The established online presence has then transitioned into a mix of online and offline efforts, showing their strong sense of partnership through the name of their store.  A name which also signifies that they go hand-in-hand with the growth ChellyRobert has established through the years.

Forming a community of shoppers

With the steady acceleration of the success of the ChellyRobert, remained steadfast in their commitment to progress. They adopted a mindset focused solely on growth, determined to enhance their customers’ lives with top-quality products and unwavering dedication.

“Ang aim talaga namin sa mga customers para bumalik ay mababang presyo tsaka quality din yung item. Iyon ang pinaka-number one. Tsaka kailangan maging mabait ka sa kanila. Mas magbabalik-balik (ang customer), nakatatak ka na sa kaniya.” (“Our main goal is to make sure that our customers will keep coming back and to offer low prices and quality items. That’s the number one priority. And you also need to be kind to them. The kinder you are, the more they’ll return, and you’ll leave a lasting impression on them.”)

The couple’s unwavering dedication to their store is evident in their daily presence, ensuring they’re always available to connect with customers and partners. These two business owners do not merely manage transactions, but more than that, they build meaningful relationships by engaging with every customer that enters their store. There is an extra mile to offer well-thought of recommendations based on their needs. This hands-on approach has not only garnered customer loyalty but also fostered a network of satisfied patrons who often refer others to the store.

ChellyRobert exemplified the genuine interactions which extend beyond individual customers. By listening to feedback and actively seeking out what their customers are looking for, the couple has been able to adapt their inventory to better meet demand. This responsiveness has led them to discover new product categories and innovations, such as no-frost refrigerators and inverter air conditioners, which they hadn’t previously considered. This greatly helped them diversify their cooling products, including various types of refrigerators, coolers, and chest freezers. This also supported their increase in brand partnerships, and broadened their product selection.

In this multi-brand shop, customer insights are held at the highest regard. Each feedback being shared to them is a learning opportunity that helps refine their product lineup and improve the reputation of their business. They prioritize maintaining high-quality standards, ensuring that every product they offer meets their customers’ expectations. Through this continuous process of listening, learning, and adapting, they have built a thriving business that remains responsive to both market trends and individual customer needs.

The vision for ChellyRobert is to become a renowned multi-brand, one-stop shop where customers feel welcomed and confident in buying products that enhance their quality of life. So far, they’ve achieved just that—customers keep returning, referrals are pouring in, and the business has formed numerous new partnerships over the past few years Some even drive by just to wave at Rachelle and Robert. In a landscape dominated by 99.5% micro, small, and medium enterprises (MSMEs) as reported by the Department of Trade and Industry, ChellyRobert stands out by prioritizing their customers above all else, demonstrating that their dedication goes well beyond simply making a sale.

Expanding access to valued customers

Both Rachelle and Robert understand that not every customer can make an immediate purchase, so they’ve made their electronics and appliances available through installment plans. This proved to be quite beneficial to their business, as in-app and in-store financial solutions provider UnaCash readily offered a partnership to support lifestyle purchases of their customers. Its point-of-sale financing  not only boosts store traffic but also makes their products more accessible to those with tight budgets. 

“Pwede na kaming mag-installment, isang valid ID lang, ang laking factor na noon,” according to Robert. (“We can offer installment plans with just one valid ID, which is a huge factor,” according to Robert.)

“Pampahatak kasi iyon eh, lalo na kapag yung cash nila is tight talaga. Tapos gustong-gusto nila bumili ng items talaga,” as shared by Rachelle. “Depende din sa approach mo. Mas marami pa din talagang installment ang pinipili nila.” (“It really attracts customers, especially when their cash is tight but they really want to buy the items,” as shared by Rachelle. “It also depends on your approach. Most customers still prefer installment options.”)

In line with their commitment to customer care, Robert and Rachelle, along with their trusted team members, ensure the relationship doesn’t end at checkout. They support their financing partners as well by monitoring the installment agreements to confirm repayments are on track, and gently guide customers through each step. The couple offers in-store payment assistance, too. The same dedication extends to their partners, including brand associates, wholesalers, and payment solution providers. Despite being in business for a relatively short time, their efforts have far surpassed their expectations.

“Sa simula talaga, tiis-tiis lang kasi nandiyan talaga ang pagod eh. Huwag kang matakot mapagod, gawin mo lamang ang gusto mong gawin. Magtrabaho ka lang nang magtrabaho. Mas maganda na ipamalita mo sa ibang tao, sa mga ibang tao na hindi nakakilala sa iyo. Kasi mas mabibenta mo pa ng tamang presyo yun sa mga hindi mo kilala,” according to Robert. 

“Hanggang sa feeling mo, parang hindi mo na kaya. Kapag napapagod ka, ibig sabihin, tama yung ginagawa mo. Siyempre kukuha ka na ng tao niya, hanggang sa lumaki ka ng lumaki. Huwag mong isipin yung pagod, ang isipin mo yung future. Kung ano yung mangyayari.” 

(“At the beginning, you really just have to endure the exhaustion. Don’t be afraid to get tired; keep doing what you love. Keep working and spread the word to other people, as you can often sell at the right price to those who are unfamiliar with you,” Robert explained. “Even when you feel Even when you feel like you can’t go on, if you’re tired, it means you’re doing something right. Then, as you grow, start hiring people. Don’t focus on the exhaustion; think about the future and what’s to come.”)

“Teamwork din talaga kapag mag-partner kayo,” Rachelle added, “Kumabaga, meron siya sa field, ikaw sa office ka naman. Kumbaga, balance lahat. Teamwork kayong dalawa, as one kayo.” (“It’s really teamwork when you’re partners. For example, one of you is out doing fieldwork while the other is in the office. Everything is balanced. You work as a team, as one unit.”)

You may visit ChellyRobert at #289 Market Avenue, Palatiw, Pasig City (Bovis Building) or their Facebook page. ChellyRobert is a partner merchant of UnaCash, an in-store and in-app financial solutions provider.