BRIDGING THE GAP
Business establishments in Iloilo City, late 1940s
Immediately after the liberation of Panay and Iloilo City had been rid of the presence of Japanese troops, business establishments revived their operations. Old ones re-opened and even new ones emerged and provided the city with a semblance of newfound commercial outlook. Many of these establishments put up advertisements in locally printed materials, like the Almanaque Panayanhon.
The most known plow to farmers in Panay during that time was the Vargas. It was manufactured by the Vargas Plow Factory located at Delgado Street not far from the campus of the present U.P. in the Visayas. It advertised itself as "Fabricante Sang Bantog nga Arados 'Vargas' kag Iban Pa nga Kasangkapan sa Panguma."
Some eateries in the city also advertised themselves. These were: Eddie's Lunch Counter, Arts Cafe, and Mammy's Halo-Halo Stand at the Central Public Market; Loling's Carinderia y Cafeteria at Ledesma Street and Everybody's Inn Carinderia-Cafeteria. The publicized bakery, on the other hand, was the Panaderia de Molo at Iznart Street.
For the transportation needs of the people of Iloilo and Panay, those that advertised themselves were F.F. Castro Transportation at Iznart Street, D.B. Gorriceta Transportation in the same street and in La Paz, Serantes Transportation in Jaro near Central Philippine College, and the Visayan Shipping Co. at Muelle Loney that had boats plying the routes Cotabato and Zamboanga. Then, there was the S. Mercado and Sons that advertised itself as "Dealer in all kinds of Trucks and Auto Spare Parts."
There were also pharmacies that opened up, among them: Teasy's Drug Store at Rizal Street that wanted itself known as "The cheapest store in town, sympathetic attention to customers' needs" and Botica Deleste at Ledesma Street.
Service-oriented establishments were the Zaldivar Painters, In and Outdoor Advertising at Ledesma Street that had the publicity, "In All Kinds of Painting Problems See Us, We Will Handle Them Always With Care", Plumbing, Water Installation and Repair Shop at Iznart Street; Lix and Co. Inc. Printing Press at Ledesma Street with this come-on: "You will be pleased with our low rate charges and you are assured of our craftmanship. Your inquiry is courteously attended and given prompt attention"; and M. Larraga Electrical Shop, Nickel and Chromium Plating at Ledesma Street. Even an insurance firm, the Sun Life Assurance Co. of Canada already had an ad in the Almanaque Panayanhon.
The most publicized group of business establishments was those involved in fashion and grooming services. They were a testimony to the fondness of the Ilonggos for up-to-date fashion and looks. These were the Index Tailoring at Guanco Street involved in dry cleaning and laundry; Washington Tailoring that professed to be "the ROTC Official Tailor of the San Agustin College and Iloilo City College"; the Novelty Tailoring and Dry Cleaning at the Hormillosa Building, Iznart Street; Chiu Hong Tailoring at Ledesma Street; J. M. Trespeses Dry Goods Store at Aldeguer Street, in front of the Central Public Market; Centro de Moda at J.M. Basa Street; Eddy's Tailoring at Guanco Street; Model Tailoring, Barber Shop and Dry Cleaning at Ledesma Street; A. Dichoso Tailoring at Ledesma Street, Gotico Tailoring, Gents' Tailor at J.M. Basa Street, Sport Models Tailoring at Iznart; Ramos Rubin Store and Tailoring at J.M. Basa Street; and Gonzales Tailoring and Harderdosier.
Beauty parlors abound in the city, among them: Up to Date Beauty Saloon at J.M. Basa Street; Nemy's Beauty Saloon and Violeta Beauty Service, both at Ledesma Street; Aljoe's Studio and Beauty Parlor, and Eagle Studio and Lyric Beauty Parlor at J.M. Basa Street. One that sold beauty products was the Photo and Beauty Supplies at J.M. Basa Street.
Certain schools put up ads to call the attention of the public to enroll in them. These schools were Panay College at Burgos Street, Luna, La Paz; Parisienne School of Fashion; Iloilo Accounting School at Bonifacio Street; Central Radio Electronic School at Plazoleta Gay that offered Radio Operator Course, Radio Mechanic, and Radio Technician; and the Iloilo Business School at Iznart Street.
Finally, there were funeral homes that had advertisements. There was Funeraria Somo at Ledesma Street that advertised itself having "Beautiful Caskets, Coronas and Lapidas, De Luxe Funeral Cars, Presidential Hearse drawn by 2, 4, or 6 horses". There was also Funeraria Bernal at the same street that had this sales ad: "Received Embalming, Day and Night Services."