Long before branding, franchising, or even modern retail existed in the Philippines, Sarabia Optical began with a single decision: to study abroad—and come home.
“Sarabia Optical was founded by my grandfather, Federico Sarabia,” Vivian Sarabia says. “He was one of the scholars in 1906 who went to New York. They were known as the ‘Pensionados.’”
At the time, the Pensionado Program sent promising Filipinos to the United States to study, with the expectation that they would return to help build the country. Federico Sarabia was among them. He studied optometry in Chicago, Illinois—a field that was still in its infancy in the Philippines.
“After graduating, he returned to the Philippines and opened his first shop in Iloilo, kasi taga-Iloilo kami,” Vivian says.
That decision—to return rather than stay abroad—would quietly define the future of Sarabia Optical.
Education as a Form of Nation-Building
Federico Sarabia did not return home to chase opportunity. He returned to create one.
“I believe he was the first Filipino optometrist,” Vivian says. “Even prominent figures like Doña Trinidad, the sister of Jose Rizal, was his patient.”
His practice quickly gained trust—not through scale, but through competence and professionalism.
“Lahat ng president came to him for their optical needs,” Vivian adds. “He became very well-known and prospered.”
What distinguished Federico Sarabia was not just skill, but purpose. His education was never treated as personal capital alone—it was a responsibility.
“The way he built his practice was really about service,” Vivian says. “That’s why the name became trusted.”
From One Shop to a Family Calling
As the practice grew, Federico Sarabia made another pivotal decision: he encouraged his children to expand the business, not as operators, but as professionals.
“My grandfather was very entrepreneurial,” Vivian says. “He encouraged his children, including my father, to expand the business. Sasabihin niya, ‘Punta ka ng Bacolod, punta ka ng Iloilo, then you go to Cebu.’”
Expansion, in this case, did not mean franchising or licensing. It meant personal responsibility.
“Each shop was opened and run by a Sarabia,” Vivian explains. “The name carried accountability.”
Over time, optometry became more than a business—it became a family vocation.
“The Sarabia family is now in its third generation,” she says. “Siguro mga 70 na kami lahat na optometrists from three generations.”
That continuity did not happen by accident.
“Parang pagka-panganak pa lang, alam na,” Vivian says with a laugh. “Optometry na. Wala kang choice.”
Why Legacy Requires Control
Despite growth, Sarabia Optical made a deliberate choice that many businesses avoid.
“We don’t franchise,” Vivian says. “Because the name ‘Sarabia’ carries a legacy and a responsibility.”
For the family, protecting the name mattered more than rapid expansion.
“Behind the business, it’s always important na pag may reklamo ka, alam mo kung sinong hahanapin mo,” she explains. “That’s how we started—and that’s why we’ve been able to sustain the business for so long.”
In an industry built on trust and health, distance from accountability was never an option.
“Each optical shop is owned and operated by a Sarabia,” Vivian says. “You know exactly who is responsible.”
Culture as the Real Control System
Instead of contracts, Sarabia Optical relies on culture.
“We have an unwritten rule in the family,” Vivian says. “If one of our cousins opens an optical shop that doesn’t align with our standards, we address it immediately.”
That standard is not negotiable.
“We uphold high ethical standards,” she adds. “We’re very particular about professionalism.”
This internal discipline has allowed the business to outlast competitors, trends, and generations.
“The way Sarabia built its name is what allowed us to endure all these years,” Vivian says.
Thinking in Generations, Not Quarters
For Vivian, the lesson behind Sarabia Optical’s longevity is simple—but often overlooked.
“Legacy businesses are not built quickly,” she says. “They’re built slowly, with intention.”
From one scholar in 1906 to dozens of optometrists across three generations, Sarabia Optical’s story is not about aggressive growth.
It is about continuity.
“My grandfather’s decision to study abroad and come back changed everything,” Vivian says. “That one choice shaped our family, our profession, and our business.”
More than a century later, Sarabia Optical stands as proof that enduring institutions are not built by chasing the moment—but by committing to the long view.
Legacy, after all, is measured not in quarters—but in generations.
