AT LA CARBONERA: WE'RE CELEBRATING OUR 10TH ANNIVERSARY!

On February 13, 2025, we celebrated our 10th anniversary. Quite a milestone! We look back on our beginnings, which were very entertaining, with many mistakes and some successes, as well as the step-by-step progress along a path we didn't know and which we advanced under the watchful eyes of a few who wisely observed and guided our journey.

Back in September 2014, my landlady offered me the shop directly below my apartment, saying, and I quote, "You work in the hospitality industry, why don't you give that place down there a makeover?" At the time, I had just come off a failed business venture and wasn't entirely sure what to do, but just in case, I accepted the challenge of going down to see it. I admit it was love at first sight, as immediate as it was unexpected, and although it was ugly, dirty, and run-down, it had a certain "something special" that gave it a unique soul. To this day, even after many changes, it still retains that something.

Seeing that there was no kitchen, but that it had a very nice bar, the first thing that came to mind was "cheese and wine": a simple business idea for someone just looking for self-employment. It was about setting up a place with a homey, unpretentious feel, where customers could come and have a drink in peace and quiet... although in the end things got a little more complicated! 😂

FIRST LOOK: LANDSCAPES

Ulbi and Irina are two friends who were just starting their interior design studio, Paisajeras, at the time. Initially, I asked them for four or five decorating ideas, but it wasn't four… it was almost 800! In reality, they were the ones who created the soul of La Carbonera; they provided the light, the color, the details, and planned a ton of renovations that we had to carry out over the next three months.

In their own words: “We preserved the checkerboard floor, the bar's woodwork, and its marble countertop. Space was gained by opening up an area previously used for storage and removing the doors to access the dining room. The lighting system was completely revamped, creating an intimate and welcoming atmosphere. All the light fixtures were custom-designed for this project. Green and gray tones bring the freshness and elegance characteristic of French bistros. The mix of furniture helps create a harmonious and warm ambiance. Vintage- style sideboards house the tableware. Textiles and natural fibers add a warm touch that makes you feel right at home. Art here is prominently featured. A photography project celebrates the raison d'être of this place: cheese.”

Without them, nothing would have been the same. They're now a part of me and the place. They breathed life into a space that was completely soulless, and one day I hope to repay them for everything they've given me, because their work during those weeks was priceless.

LET'S GET TO WORK!

The Landscapers were by my side, advising, supporting, and directing when it came to sanding and painting walls and ceilings, filling the place with chairs and tables, acting as plumber and electrician, knocking down one wall and building another, making each and every lamp from scratch (and hanging them!), repairing the facade, and countless other things, because the budget didn't stretch that far. Luckily, many friends and family also lent a hand with all sorts of things, which we greatly appreciated because it was always needed, and every bit of help was welcome. Yes, it was a very tough three months for someone who doesn't like DIY at all (Marcelo Álvarez, present! 🙋🏾‍♂️).

In addition to all those tasks, we had to decide on slogans, colors, fonts, printing materials, tableware, menu, prices, etc… and I wasn't even sure we were going to specialize in cheese and wine! Honestly, back then I just couldn't handle so much information… Anyway, on Wednesday, February 11th, I switched to "let's get started, because otherwise we'll never open" mode, and so, finally, on Friday the 13th (what a day, huh? 😁) the La Carbonera odyssey began.

As strange as it may seem these days, we started with very few cheeses, no more than 6/8 varieties supplied by a distributor with whom we still work (although now in other areas, mainly he provides us with international cheeses).

SECOND LOOK: SILVIA

And the wines, where were the wines? Well, Silvia Rocher was our first supplier, and the person who brought a different perspective to the wines I had in mind. Silvia works for one of the best wine distributors in Spain, Alma Vinos Únicos (the name speaks for itself). The first tasting I did with her was perfect, thanks to her great ability to explain in a very simple way what, for me, was very complex at the time: the world of wine.

From that first tasting, we started working with a dozen bottles that I now consider essential; 10 years ago, I don't think they were very well-known, but they were of extraordinary quality. Initially, we focused on wines from wineries like Algueira, Pepe Mendoza, Raúl Pérez, and Telmo Rodríguez (some of which are still on our wine list), and from there, we gradually added many more selections together… including Sherry. Indeed, Silvia was the one who introduced me to the wonderful world of Sherry, the true culprit behind my obsession with it.

This woman is the very image of tenacity, effort, and sacrifice. Besides working at the distribution company, she's a winegrower in the Sierra de Salamanca and makes extraordinary wines from the Rufete grape, which are, of course, featured on the wine list at La Carbonera .

THE DEFINITIVE LOOK: MARITÉ

María Teresa Madrid, a chef from Chile—what more could you ask for! This fantastic woman has helped us become better professionals since the day I met her in the hallways of the Hesperia Madrid, where she was leading a culinary workshop and I was working as a waiter at the hotel's banquets. That's how another connection began to form, one that has led us to where we are today: an essential camaraderie and a lifelong friendship.

Marité , as everyone knows her, is one of the most amazing cooks I've ever met in my entire professional career. In fact, she's the only cook who has ever moved me to tears of joy and satisfaction when she's cooked for me.

When he joined La Carbonera, he started with very simple things, due to the logistical limitations we had to cook little more than the occasional "dish," but little by little he progressed, modifying and evolving our initial concept to the present day, where he is able to offer dishes that blow your mind with their balance and flavor.

Today, Marité is an essential part of our business and continues to offer invaluable insights, alternatives, opinions, and advice. Thank you, Marité, for everything! I love you.

THE BACK ROOM

According to the Royal Spanish Academy (RAE), it refers to: 1) A room or chamber located behind the shop; 2) Thoughtful and thoughtful caution in one's actions or management. We prefer the second definition, because every business has (or should have) a back room. You always need someone who can give you good advice, and we were fortunate enough to find a true sage who has opened many doors and windows for us since he arrived in La Carbonera at the height of the pandemic, a very sad and critical time for everyone.

Dabinchi , the “Duke,” or simply Jose, as his friends call him, is a musician, a telecommunications engineer, and has spent decades advising and consulting in the internet and publishing sectors (composer, guitarist, DJ/VJ, producer, writer, translator, designer, layout artist, programmer, web and app developer… there’s a reason they call him Dabinchi!). He also has a real knack for marketing and digital strategy, so in April 2020 I called him to help us boost online sales of cheese and, especially, experiences at La Carbonera that could be enjoyed “when we returned” (that is, once the restrictions were lifted).

Back then, we were running around like headless chickens, doing everything and nothing at the same time, paying bills, preparing furlough applications, figuring out what to do with the 120 kilos of cheese in the fridge, and so on and so forth. On top of that, we had a slow, buggy website that wasn't ready for e-commerce, so Jose had to rethink and almost completely rebuild it. In less than a month, our website underwent a radical transformation in terms of design, performance, and functionality—it was lightning fast! He also got us up to speed on SEO, social media, digital communication, and all the other internet-related aspects, which allowed us to keep generating revenue and, well, keep paying bills and keeping the business afloat!

Since then, aside from the website, he's handled our ad campaigns and newsletters . I hardly ever have to correct a single comma because he instantly grasps our objectives, makes them his own, and communicates them with messages that hit the mark. He's also the reason why someone in Tokyo searches for "Madrid cheeses" on Google and we appear at the top of the results. Obviously, we discuss the strategies together, but he's in charge of executing them and, above all, making sure they work. Thanks, Dabinchi, for everything—we love you!

AND THERE'S MORE…!

Every time I ask myself what all this Google or Instagram stuff can possibly offer a place as small as ours, I always come to the same conclusion. Besides hiring a chef or a maître d', I also need people who know more than I do in other areas fundamental to the business, such as the web, marketing, strategy, and communication. La Carbonera has two people for these tasks: Dabinchi and Cova González , another truly exceptional person whom I'll talk about soon.

As a famous IBEX businessman says: “Surround yourself with people who are more knowledgeable than you, because on your own you're nothing!” La Carbonera is a personal project, but we are who we are thanks to many people who have joined us and contributed their talents along this wonderful journey ( Daniela , Romina , and all the other members of my fantastic front-of-house team, @martinrosberg , @walkandeat , etc.). We'll be introducing them to you in future posts…

In short, thank you to everyone who, without knowing it, has influenced many of my decisions 🙏 After all, after 10 years we probably haven't done so badly after all!

🎶 I do everything wrong - The Misers 🎶