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Power & Purpose | Leadership
Kei Tiu Laurel-de Jesus leads Frabelle with a vision that honours family values while embracing new horizons (Photo: Wesley Villarica/Tatler)
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Next-generation leader Kei Tiu Laurel-de Jesus shares how she is carrying the torch of a family business forward, rooted firmly in enduring values
The word “legacy” often conjures images of grand gestures and achievements. Kei Tiu Laurel-de Jesus, on the other hand, believes it’s the steady beat of family values that creates a legacy.
“When you have your family values instilled in your heart, you can always go back to those, whatever changes happen,” says the Gen.T Leader of Tomorrow 2020. The Philippines only has a few names that have historical weight and a promised future—the Tiu Laurel family is among them.
The Frabelle Group of Companies began as a small trawl fishing company founded by Tiu Laurel-de Jesus’ grandparents Francisco and Bella. Today, the company has ventured into interests ranging from food manufacturing to real estate, and its future rests firmly on the shoulders of the generations to come.
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From dance studios to boardrooms
Before she became a cornerstone of Frabelle, Tiu Laurel-de Jesus began in a setting quite different from the corporate world—on polished floors of dance studios. “I grew up caring about my grades and doing well in school,” she reminisced, “but my parents encouraged me to do extracurricular activities.”
Her teenage years were spent at Sophia Zobel-Elizalde’s Steps Dance Studio, where she learnt the essence of hard work, discipline and repetition. “Dancing is about repetition and improving yourself every day,” she shares.
Above Kei Tiu Laurel-de Jesus's teenage years were spent at the Steps Dance Studio, where she learnt the essence of hard work, discipline and repetition (Photo: Kei Tiu Laurel-de Jesus)
Kei Tiu Laurel-de Jesus's teenage years were spent at the Steps Dance Studio, where she learnt the essence of hard work, discipline and repetition (Photo: Kei Tiu Laurel-de Jesus)
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Tiu Laurel-de Jesus aimed to become better at her passion, so she went through rigorous training almost daily. This instilled in her a work ethic that she carries with her to this day. “Being a scholar in Steps helped me in terms of discipline and the hard work that it entails,” she said.
While she no longer dances, it left a mark that influenced her leadership style at Frabelle. Growing up in a family with a strong emphasis on discipline, Tiu Laurel-de Jesus was shaped in a strict but nurturing environment. “We had rules and curfews, so discipline was always part of the equation,” she recalls. When she moved from the dance studio to the boardroom, it wasn’t a leap but a carefully orchestrated step guided by her family’s values.
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Core values at heart
Above Tiu Laurel-de Jesus learnt the values of perseverance, hard work and resilience from her grandparents (Photo: Kei Tiu Laurel-de Jesus)
Tiu Laurel-de Jesus learnt the values of perseverance, hard work and resilience from her grandparents (Photo: Kei Tiu Laurel-de Jesus)
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She attributes much of her leadership style to her predecessors. “My grandfather always believed in persistence,” she shares. “Never give up, even if there’s a roadblock.”
This lesson has been her guiding philosophy in overcoming challenges in the business world. From her father, Francisco Tiu Laurel Jr, who now leads the country’s Department of Agriculture, she learnt the importance of being curious. “My dad taught me to keep learning,” she says. This willingness to explore new ideas helped her navigate the ever evolving landscape of business.
Above Kei Tiu Laurel-de Jesus and her father, Francisco Tiu Laurel Jr, carry forward a legacy of resilience and curiosity (Photo: Kei Tiu Laurel-de Jesus)
Kei Tiu Laurel-de Jesus and her father, Francisco Tiu Laurel Jr, carry forward a legacy of resilience and curiosity (Photo: Kei Tiu Laurel-de Jesus)
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The Gen.T honouree recognises that while both her grandfather and father had different approaches, their core values of hard work and humility have been instrumental in shaping her into the leader she is today. While the “Fra” of the family has taught her business, it was the other half of Frabelle, her grandmother, Bella Tiu Laurel, who deeply influenced her identity. “Her quiet strength has always been a guiding force for me,” she notes, describing her grandmother as a woman who embodies resilience. “She has taught me to weather any storm with grace.”
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The balancing act
Above Tiu Laurel-de Jesus draws strength from her family’s legacy and values, bringing those same principles to her own journey as a leader (Photo: Kei Tiu Laurel-de Jesus)
Tiu Laurel-de Jesus draws strength from her family’s legacy and values, bringing those same principles to her own journey as a leader (Photo: Kei Tiu Laurel-de Jesus)
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Running a company is striking a balance between following the tide or swimming against it. Thus, maintaining decades-old family values can be a challenge, but for Tiu Laurel-de Jesus, they are non-negotiable.
“Our family values—resilience, adaptability, trust and an unwavering commitment to excellence—are the same today as they were 60 years ago,” she asserts. “Change may always happen but our family values we all know by heart.”
Tiu Laurel-de Jesus has been with the company for over a decade, during which time she has seen both the business and herself evolve. “When I first joined, I was in my twenties, full of excitement and ready to take on anything,” she recalls. “Now, in my thirties, with three kids, I make wiser decisions. I’m calmer under pressure.”
Balancing her role as a mother and a business leader is no small feat. “Honestly, any working mom will tell you that it’s so hard to balance life, work and family,” she says. “But for me, I have a great team. When you're a working mom, especially if you're leading a company, you need good people around you to support and help with everything.”
She adds that her approach to managing it all centres on quality over quantity: “It’s not about the amount of time you spend at work or at home, but the quality of that time. Every day, I make sure I have a chat with my kids to check in and let them know I’m present. It’s being mindful and fully there, whether at home or at work.”
Above For Tiu Laurel-de Jesus, being a mother means balancing the legacy she inherited with the one she’s building for the generations that follow (Photo: Kei Tiu Laurel-de Jesus)
For Tiu Laurel-de Jesus, being a mother means balancing the legacy she inherited with the one she’s building for the generations that follow (Photo: Kei Tiu Laurel-de Jesus)
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She is now ready to embark on a new campaign, the Frabelle United, which will see the company enter into its next phase of growth as it celebrates its 60th anniversary next year. “What I’m most proud of is how we’ve focused not just on business growth but also on personal growth for our employees,” she says. “We view our team as family, and we make sure that the equation is not just business and profits and sustainability, it’s also the people.”
As Frabelle enters its 60th year, Tiu Laurel-de Jesus is setting her sights on a bold new chapter: expanding the company’s reach across the globe while staying rooted in the values that have guided the family for generations. “We want to make sure that Frabelle’s services and products can be enjoyed by generations to come as how it was enjoyed by previous generations.”
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Topics
Kei Tiu Laurel-de Jesus Frabelle Family business Legacy Francisco Tiu Laurel Jr