Taking a tradition and making it new isn't as easy as it may seem. To begin, how does one preserve the history while still presenting a fresh prospective? How do you appease the notoriously fickle generation of millenials and Gen Y-ers who are on to the new and next every other day? How do you do it? Ask Noelia and Jose, the wife and husband duo behind Pons Avarcas. They have taken the traditional Avarcas fisherman sandal and given it a minor facelift that mainly consists of modern colorways and fresh visuals for the Instagram obsessed set.
Read on to see why Noelia and Jose are our Daring Creatives of the week.
Who are you?
We are Noelia and Jose, born and raised in Barcelona and moved to California in 2004. We import and distribute Pons Avarcas, a family-owned business located in Menorca that has specialized in artisan Avarcas since 1945. The current manufacturers are third generation Pons who proudly continue the family tradition. Pons Avarcas are well-known for being handcrafted in workshops to achieve a product of the highest quality where every last detail is given the utmost attention - from its raw materials which are sourced 100% in Spain, to their design and finishing.
When did you decide to pursue your current career path?
When we moved to San Diego, among many packed possessions were a few pairs of avarcas, which we both grew up wearing. Wherever we went people complimented our avarcas, so it didn't take me long to realize there was an unmet demand for the Menorcan product in the U.S. market.
How did you go from idea to execution?
One day I decided to visit the brick and mortar shops around our North Park neighborhood to introduce Pons to shop owners. We didn't even have any samples yet ,so I showed up with my own lovingly worn pair of Pons. My passion for the history behind this traditional sandal along with its unembellished and unpretentious design apparently impressed the shop owners! It was then time to pursue our dream!
How does the city you live in influence your creativity?
Being close to the ocean reminds us of the Mediterranean sea where we both grew up. Sunsets and long strolls clear our minds and invite creativity. San Diego is full of creative people and you can learn something new every day.
In your words, what does it mean to be a “creative”?
I personally think that you are a creative when you build something unique from scratch
What is a misconception about the work that you do?
In today's internet and e-commerce world, shoppers tend to think that behind online stores there is a big corporation. People would be surprised by how small avarcas USA is, resources-wise! You can be a small scale company and still be very professional and do things right as if you were a big corporation, but with focus and love on the products you sell, and the special care you extend to your employees and customers.
What is a tip/trick/habit that do you do to get through your day?
Around our studio and warehouse in Barrio Logan, we have great coffee shops like Cafe Virtuoso which make the best cortados in the city! Also, for me running is the best time to think and that's when I get most of my inspiration.
What advice would you give to someone who wanted to pursue the same career as you?
Work hard and start small and grow little by little. Be self-sufficient as long as you can.
What has been the pit and peak of your week so far? (a low and a high moment)
My peak moment this week is knowing that on Friday we'll be flying to Barcelona! Looking forward to visiting the family and exploring the Gothic Quarter with its charming restaurants and independently owned unique stores. From Barcelona we will take a short flight to Menorca and visit the Pons workshop and some of the island's idyllic beaches. My pit of the week so far has been lack of sleep.
What is the trait you most admire in others?
Kindness always, it's so powerful!
What is the best piece of advice you have ever been given?
Work hard and never give up, because if you keep believing and trying, anything can happen.
Finish this sentence:
In 25 years I see myself doing: ceramic pots out of my little studio in my cottage in La Costa Brava, on the Mediterranean coast north of Barcelona.
If I knew then what I know now, I would have: pursued a career in music and played in a band.
I couldn’t live without my: friends, genuine hugs and my little daily piece of dark chocolate.
For more on Pons Avarcas, visit their website here: avarcasusa.com