María Isabel de Borja Jewelry, in pre-pandemic sales: "The local trade has been valued"

Isabela Aznar is the third generation at the helm of María Isabel Jewelry, a family business that her maternal grandmother, Lucía Franco, founded in 1969 in the town of Borja. At 47 years old, she has spent half her life working in front of the public in the sale of jewelery and watches, a job that for her is "very rewarding". "Clients always come for a reason of happiness, a birth, a wedding, a birthday... You have always known many of them, you know about their life and you share their illusion", says Isabela, who likes to enjoy those good moments with them .

A few moments that during the first two months of the pandemic disappeared. The jewelry store, not being a staple store, had to close its doors, losing a series of sales that would never come back. But, despite that first stage of closure, the balance that Isabela makes of her business in times of covid is positive. "In the town, although everything affects us, we live more relaxed and the client has not been afraid to go out and spend money. With the pandemic, local businesses have been valued," she explains. In fact, the business is already at pre-pandemic sales figures. "Although jewelry for events such as weddings has not been sold, because they have slowed down a lot, current spending has been maintained, such as birthday or Kings gifts, a whim or a watch renewal," she adds.

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Despite these encouraging data, Isabela could not avoid having to apply for an ICO because while she had the doors of her jewelry store closed, the collections continued to arrive rigorously. "There was a little less electricity consumption, for example, but I had to pay suppliers, rent or the salaries of my two employees," she recalls.

The jewelry work team is made up of three people. Isabela is in charge of administrative tasks and serving the public, along with another of her employees. The third is in her workshop, where pieces of her own creation are made. They have three collections, with the great success of Edenia, Joyas del Vino, which represents the vine leaf of the Garnacha grape variety, characteristic of the D. O Campo de Borja. The other two are Olea, which is made in the shape of olive leaves; and Semis, inspired by an Iberian-Roman coin minted in ancient Bursau

Within its own brands, bracelets with the name of Borja or with the image of the famous Ecce Homo are also marketed, as well as medals of the Virgen de la Peana, patron saint of the town.

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In addition to these unique pieces of own manufacture and linked to the territory, in the María Isabel Jewelry you can find the latest trends, from small pieces that are not ostentatious such as earrings and bracelets with prices of around 20 euros, to jewels with diamonds that reach 3,000 . Due to this wide range of products, the public that enters this Borjano establishment every day is very varied. "We have from young girls to older women or men who come to change their watches, and also some tourists," explains Isabela.

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Along with the sale, both jewelry and watch repairs are made and the jewelry can also be made to order. "Since we have the workshop right here, we make personalized pieces. Sometimes we even feed on the ideas that the client comes with so that we can make a specific design for them," explains Isabela.

"We try to train in fields such as marketing, electronic commerce or window dressing"

These pieces leave her workshop after a manual elaboration process. The wine jewels are either small, for earrings, or large, for pendants. They are in silver and almost always have amethysts, due to the typical purple color of the grape, although some go with red quartz or green citrine, to achieve those other shades. "First the shape of the leaf is drawn, then the mold is made, then the pieces are melted and finally the composition is made," explains Isabela, who has the jewelry tradition in her blood. First it was her grandmother Lucía, now disappeared, then her mother Isabel and, at the same time, her father, Pedro José, as a watchmaker, and her uncle Fernando, as an artisan jeweler.

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Today the three are already retired and it is Isabela who continues with the family business. A business that in these more than 50 years of life has evolved and adapted to new trends, both in the world of jewelery and sales. "We try to train in fields such as marketing, electronic commerce or window dressing," she says.

Thus, not only those who pass by number 20 Joaquín Costa de Borja street can buy the products of the María Isabel Jewelry. His pieces are also for sale 'online'.

"Being in all the happy moments of our clients makes this a grateful business"

For those who prefer to buy in a physical store, the jewelry store is open from Monday to Friday during morning and afternoon business hours, as well as on Saturday mornings. Behind the counter, Isabela attends to the public with her best smile, the one that reflects that she likes her work. "Being at all of our customers' happy moments makes this a thankful business," she says. She has spent her whole life facing the public and, although for many it is something that she could wear out, she admits that she is passionate about it. "The customer is easy to deal with, which also helps," she confesses.

The store is now going through the hangover of a busy Christmas. It is one of the times of the year with the highest sales, although in general the hustle and bustle in this Borja jewelery remains stable every month. Weddings and other big events are no longer so seasonal and for whims and self-gifts any time is good.