What began as something to do during lockdown eventually became a family business.
For siblings Jinno and Jill del Rosario, Nothing But Jill grew from Jill’s longtime love for baking and the entrepreneurial lessons they learned from their parents.
Their parents previously ran a garments business, so business was already familiar territory. Jill, meanwhile, found her own comfort in the kitchen.
“Whenever she had free time growing up, she would spend hours in the kitchen experimenting with recipes,” del Rosario shares.
When the pandemic forced everyone to stay home, the siblings decided to give that passion a chance. Jill handled baking and recipe development, while del Rosario focused on branding, marketing, and social media.
Their first customers were neighbors, family friends, and people in their community. They took orders online and handled almost everything themselves—from baking and packing to communicating with customers.
A Taste of Their Travels
The family’s love for travel also found its way into the brand.
During trips abroad, they would look for local pastries and desserts, including treats they could not easily find in the Philippines.
Instead of simply recreating them, the siblings wanted to bring those flavors home with their own take.
“We wanted to introduce some of our favorite international flavors to the Philippine market while incorporating our own creativity and personal touches,” del Rosario explains.
That approach became part of Nothing But Jill’s identity, with products inspired by places such as Los Angeles and classic Italian pastries.
When Everything Suddenly Took Off
The turning point came with their Cheese Rolls and Strudels.
The siblings were simply trying to recreate pastries they missed from Los Angeles. They did not expect the products to become best-sellers.
“To our surprise, we sold out almost immediately during our launch,” del Rosario recalls.
The demand became even more obvious during their first Christmas season. Their small home kitchen struggled to keep up with the volume of orders.
That was when the family realized they had something worth building.
They eventually invested in their first physical location in Katipunan, Quezon City. What started as a baking headquarters and pickup point eventually welcomed walk-in customers.
More Than a Pastry Brand
As Nothing But Jill grew, so did its vision.
The family wanted to make internationally inspired pastries more accessible while keeping the brand youthful, creative, and personal.
For del Rosario, that means finding the balance between quality and approachability.
“We believe that enjoying a well-crafted pastry should not necessarily be reserved for special occasions or expensive dining experiences,” he says.
Customer feedback has also become part of the journey. Not every opinion leads to a recipe change, but the family has learned to listen, improve, and know when to stand by their decisions.
“Being a business owner isn’t necessarily about satisfying everyone,” del Rosario says. “It’s about understanding your target market, continuously improving, and knowing when to stand by your decisions.”
A Family Story, Shared
At its heart, Nothing But Jill remains a family endeavor.
Jill brings her passion for baking, while del Rosario shapes the brand and its communication. Their parents contribute years of entrepreneurial experience.
For del Rosario, the business is an extension of the family rather than something separate from it.
Today, success means more than growing sales. It means creating opportunities, building something sustainable, and seeing their pastries become part of other families’ celebrations.
“We may have started this business because of our own family’s love for baking and good food,” del Rosario says, “but knowing that our pastries have become part of other families’ traditions and celebrations would be one of the most meaningful legacies we could leave behind.”
From one oven at home to a brand with a growing community, Nothing But Jill shows how a simple family passion can become something worth sharing—one pastry at a time.
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