From cashier to creator. From employee to entrepreneur. From being helped to helping others.
For many, these are separate chapters. For Mary Jane “MJ” Cueto, they are one continuous story—a 360° journey of empowerment, purpose, and paying it forward.
Beginnings of a Dream
Today, MJ proudly stands behind Artita.DIY, also known as OurTita, a small but vibrant printing and craft business built on passion, perseverance, and purpose. But before her life was filled with color and creativity, it began with a Shell uniform, a cash register, and a quiet determination to dream bigger.
Before becoming an entrepreneur, MJ worked as a cashier at a Shell Mobility Station and later as a Facility Maintenance Contractor at Calapan Shell Depot. The work was steady and structured, yet she felt a deep desire to create something of her own.
“I’ve always loved designing and creating something beautiful,” she shared. A collector of keepsakes and souvenirs from her travels, MJ turned her fascination for meaningful mementos into a hobby, crafting personalized giveaways and printed items for friends and colleagues.
That hobby became a turning point when she joined Pilipinas Shell Foundation, Inc. (PSFI)’s Shell LiveWIRE program. “The program officer was looking for small enterprises in the area and thought of me since I already had a small side business,” MJ recalled. That opportunity sparked the beginning of her entrepreneurial journey.
Learning the Shell Way
Her years with Shell taught her more than just technical skills. “The way Shell runs its business, the discipline, systems, and guidelines, shaped how I think and work,” she said.
Those lessons became her foundation for running her own business. From managing finances and client expectations to practicing ethical entrepreneurship, MJ carried the Shell standard of excellence into Artita.DIY.
“I always remember how Shell emphasized safety, discipline, and care for people. Those are values I apply even in how I serve my customers,” she reflected.
A Turning Point Close to Home
MJ’s decision to finally pursue entrepreneurship came from a deeply personal place. When her mother became ill, she realized she needed more control over her time to care for her family.
“I wanted to be with my mother and still provide for my family,” she said. “Family, friends, and colleagues come first.”
That sense of responsibility and compassion became the heart of Artita.DIY, a business born from love, resilience, and the drive to serve others while staying grounded at home.
Artita.DIY: Creativity with a Cause
What started as a small hobby printing thesis papers and school projects soon evolved into a full-fledged business. Artita.DIY offers printing, souvenirs, and customized giveaways, but for MJ, it is more than a business. It is a community service.
In her area, printing suppliers are scarce. She saw this gap not as a problem but as a chance to empower others. “Some businesses don’t grow because they lack knowledge or training,” she explained. “That’s why I share what I know. I learned from others too, so I pass it on.”
MJ often accepts small or personalized orders, even those below the usual minimum quantity. “If I can help someone by saying yes, why not? Sometimes, that small favor can make a big difference,” she said.
Challenges, Growth, and Grit
Like many entrepreneurs, MJ’s journey had its share of challenges. Marketing online was one of them. “ROI from online marketing can be hard. Sometimes you post and get no returns,” she admitted.
Instead of giving up, she kept learning, refining her strategies, connecting more deeply with her customers, and staying true to her values. “I’m very particular about the details,” she said. “When people talk, I listen. Even lessons from Shell’s safety culture apply everywhere.”
Paying It Forward: The ‘Tita’ Way
What drives MJ today goes beyond profit. She employs part-timers and offers flexible work to help others earn. “I know how it feels to have nothing,” she said. “That’s why I want to help others, even in small ways, to feel stable and build something of their own.”
Artita.DIY has also become a co-creation space where clients are collaborators. “I love working with clients who want to create something meaningful. It’s a team effort, not just about what they want but what we can make together,” she said.
Through Artita.DIY, MJ is not just printing designs. She is printing opportunities.
Full Circle: Learning, Giving, and Growing
Looking back, MJ smiles at how life has come full circle. She once learned from Shell’s systems; now, she teaches others how to build their own. She once depended on opportunities; now, she creates them for others.
When asked why she continues to engage with PSFI programs, she answered with a laugh, “Why pay for business lessons when I can learn from Shell for free?”
Through Shell LiveWIRE, MJ gained more than entrepreneurial training. She discovered renewed confidence and a supportive network that helped her turn her passion into a purpose-driven enterprise.
Today, she continues PSFI’s legacy by transforming personal empowerment into shared progress. Every print, every project, every act of kindness is a reflection of her journey of growth and gratitude.
From Shell employee to PSFI scholar to entrepreneur, MJ Cueto shows that true empowerment is not just about success. It is about using your success to uplift others and light the path forward.
