Self-storage comes to the Philippines Banker Celina Martinez-Coronel needed a lot of storage for the documents of her family-owned Insular Rural Bank and other records of their financing business. Fortunately, husband Edgar Coronel (former president of the Cinderella Marketing Corp.) heads his family-owned real estate business, Panorama Development. Since the company leased warehouses in Taguig, it dawned on Coronel and her sons Mark and Carlo to use their warehouse as storage facility. The brothers picked up the idea from the US. The New York Times quotes the Self Storage Association as saying that one of 10 households rent self-storage units, largely for emotional ties, not wanting to part with their possessions.