The Goldilock’s

Story
Simora, Keila Mae F.
Milagros, Clarita and
Doris Leelin
 Milagros and Clarita were two of the nine children of Pascual
Leelin and Trinidad Tancioco.
 
“My father taught us to cook and bake. We would wake up early
in the morning to cook for him,” Milagros said.

During World War II, Milagros learned to cook while helping her
parents run the household. Clarita developed her fondness for
baking when she got a portable oven from her parents when she
was 10 years old.
“The name Goldilocks was chosen because of two very important
words embedded in the name—gold and luck, which suggest
fortune and success.”

As the story goes, on May 15, 1966, the sisters, with their sister-
in-law Doris Wilson Leelin, opened a small bakeshop on a 70-sq-
m space on the ground floor of a three-story building along
Pasong Tamo, Makati.
 
It had two cake displays and 10 employees. The cakes sold out,
with the first-day sales at P574.
 From its humble beginnings, Goldilocks has grown to 420 stores
all over the Philippines,  and overseas markets, and now employs
a workforce of over 2,000 people.

Perhaps more impressively, generations of Filipinos consider

Goldilocks not only as a brand, but a time-honored family
tradition. Now celebrating its 47th year, Goldilocks continues to
strengthen its position as a genuine Filipino Icon. It is where
Filipino traditions, tastes and flavors are incorporated into the
shop’s creations.
 “Success is walking
from failure to failure
with no loss of
enthusiasm.”
– Winston Churchill