Cebuana Lhuillier Pawnshop, commonly known as Cebuana, is a Philippine-based pawnshop, and the flagship brand of PJ Lhuillier Group of Companies. Jean Henri Lhuillier is the current President of CEO of Cebuana. Cebuana Lhuillier is a non-banking financial institution provides pawnbrokering, money remittance, insurance, bills payment, remit-to-account, corporate payout, collections, and e-loading services.
Cebuana Lhuillier Pawnshop began with four pawnshop outlets in Metro Manila in the mid-1980s.
In 1968, Henry Lhuillier's son, Philippe Jones Lhuillier went forth and opened the first Lhuillier pawnshop at Libertad Street in Pasay under the trade name Agencia Cebuana.
It traces its roots in Cebu, where then French Consul to the Philippines, Henry Lhuillier established his first chain of Agencias in 1935. Throughout the 70’s and 80’s, Philippe Jones Lhuillier opened more agencias in Metro Manila.
The company pursued further nationwide expansion in 1987 and adopted the trade name, “Cebuana Lhuillier,” which it still carries to this day. In 1998, Philippe Jones Lhuillier was appointed the Philippine Ambassador to Italy. Philippe Jones Lhuillier’s son, Jean Henri Lhuillier, took the helm and became Cebuana Lhuillier Pawnshop’s President and Chief Executive Officer in the same year.
Jean Henri Lhuillier introduced in Cebuana Lhuillier Pawnshop’s auxiliary services remittance, insurance, bills payment, money changer, e-load, remit-to-account, corporate payput, and collections service.
It also became the first pawnshop and money remittance company to offer a membership rewards program for its loyal clients through the 24k card loyalty program in 2010. On the following year, Cebuana Lhuillier branches hit the 1,500 mark. The 24k loyalty card also had its 2,500,000th member in 2012, and just recently reached five million members in 2014. In the same year, Cebuana Lhuillier started to reach out to potential customers to areas with limited access through its Cebuana Lhuillier On Wheels.
Cebuana Lhuillier Pawnshop, through its President and CEO Jean Henri Lhuillier, is involved in sports development particularly basketball, softball, and tennis. Cebuana Lhuillier Pawnshop owns a team in the PBA D-League, the Cebuana Lhuillier Gems. CL is also organized tennis tournaments such as Cebuana Lhuillier Age Group Tennis.
Jean Henri Lhuillier is the manager of the Philippine Davis Cup Team, Chairman of the Board of the Philippine Tennis Association (PhilTA), and is the president of Amateur Softball Association of the Philippines (governed by the International Softball Federation).
Cebuana Lhuillier also has its own foundation, the Cebuana Lhuillier Foundation Inc., which conducts medical missions, relief operations for disaster-stricken areas, and feedings programs. It also has a nationwide scholarship program and Alternative Learning System Community Learning Centers.