Posted on: March 10, 2026
Written by: Edrian B. Banania
At her stall in Puerto Princesa Public Market, Palawan, Wilma Nicolas, a 69-year-old proud CARD SME client, runs a smoked fish business she has nurtured over decades with hard work and community support.
At 69, Wilma Nicolas, a widow and mother of five, has spent her life working hard for her family. Her journey began in Bataan before relocating to Palawan with her grandmother and parents, believing the island would give them better opportunities to start over.
Wilma started her own family at 16 in Puerto Princesa, where she also learned the process of making smoked fish, a skill that helped support her family’s needs. At first, the business was started by her mother-in-law, and she later perfected it with the help of her mother.
As her mother-in-law aged and could no longer manage the business, Wilma took over. Afterwards, the business grew and required additional capital. This prompted her to become a client of CARD SME Bank, Inc., a thrift bank under CARD MRI. She started with a modest loan of PHP 5,000, and solely used it to sustain the business.
For over 15 years of clientship, her loan grew to PHP 250,000, where she invested to meet the expanding business demands. Her livelihood also benefits the community, as local fishermen supply fresh fish and earn income while helping keep her business running.
“Dahil sa pagiging client ko sa CARD SME Bank, bukod sa aking negosyo, marami na akong naipundar na mga home appliances, napagawa ko ang aming bahay, at napagtapos ko ang tatlo kong anak sa pag-aaral. (Being a client of CARD SME Bank has allowed me, not only to grow my business, but also to acquire home appliances, renovate our house, and support my three children in finishing their studies),” she said with pride.
Like other entrepreneurs, Wilma faced many challenges. Natural calamities often disrupt fishing, limiting supplies and slowing production. Yet Wilma’s determination never waver and she keeps going through every setback.
Aside from her resilience and perseverance, Wilma also credits CARD SME Bank for being more than just a financial institution. “Magaling ang CARD SME Bank dahil nasosolusyunan nila ang mga pangangailangan at problema naming mga kliyente, lalo na pagdating sa karagdagang kapital para aming negosyo. (CARD is helpful because it understands and addresses our needs as clients, especially when we need additional capital for our businesses),” Wilma said.
What started as a simple household activity, Wilma’s smoked fish business has grown into a reliable source of income. Today, her products reach customers across Puerto Princesa, Palawan, and even abroad through loyal OFW customers.
Looking ahead, Wilma wants to remain focused on her business, the venture that has carried her family through life’s ups and downs. For her, the business is more than a livelihood. It is proof of her perseverance and strength, showing how she turned her skills into lasting support for her family.
For orders and inquiries, those who are within the area may visit her stall at Puerto Princesa Public Market, Palawan, or contact her at 0912-120-9577.
