Do you know how many hands do this shoe work?

Crafts and glamorrafael Muñoz (@munoz_rafa)

Do you know how many expert hands intervene in the creation of a couple of shoes?We travel to Alicante to look for the answer to that question, specifically to Elda, the epicenter of the footwear sector in Spain, the point from which millions of shoes come out to be sold worldwide.In this town, six out of ten families work in this powerful industry that represents 25% of exports.We enter the workshop of Rosa María Juan, director of Franca Rosé.There you work in an artisanal way, with your hands, printing character in each and every steps: modeling, pattern, cutting, appointed, rammed..."And so on up to thirty tasks are the ones that the thirty artisans involved in the creation of a single couple," he says.

It belongs to the third generation of a family of shoemakers who started to walk in 1968 with José Juan Romero and that today fits women in Spain and in twenty European countries.Rosa María's childhood memories are in that workshop, there her grandmother sewed the shoes that her grandfather ended.And also in her father's small family factory, where she also worked.In their memory images are mixed but also sounds such as the noise of the machines, the smells of the skins, the queues and the dyes."Those sounds are the soundtrack of my childhood, and smells still smell them.Those things are not forgotten, it is very rewarding! ".

She studied design, prepared conscientiously and resumed her family's witness.But life continues, the family grows and new generations arrive that contribute a new vision to the business."My son has finished studying and has joined the company with his girlfriend, and my nephew too".

Live delivered to the design and manufacture of female footwear.A complement that in many cases is our letter of presentation."We believe that the footwear says a lot about a person, I am the first thing that I set.We care about offering design and quality at very competitive prices, how? Not winning so much ".

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But they are bad times for fashion and accessories.The crisis that the pandemic and teleworking brings make sales down and upload red numbers."Exports have fallen by 40% but expectations are good".And then there is social consciousness.More and more people are committed to a sustainable lifestyle and buy responsible.They are the ones who seek a quality product, that last and maintain a commitment to the environment.

Rosa María defends the 100% handmade local production, from beginning to end of the process, and thoroughly select the materials.In his workshop, which also produces for other national and international firms, he works with beef, goat and mestizo skin with finishes in suede, and also with patent leather and fantasy fabrics;

How do we fit in Spain?Rosa is very elegant and unchecks with a discreet "before it was better covered", a change that caused the Chinese invasion, with a cheap and bad product."They clon everything and it is impossible to compete with the prices of a low cost product".But he believes that clients are increasing.

Thus we will gradually fit better, as some of their followers do, including elegant and influential women such as Mar Flores, Pilar Rubio, Fiona Ferrer, Cayetana Guillén Cuervo, Silvia Casas or Carmen Lomana.He knows that competition is fierce and that's why he expands his offer for summer.He will make Roman, mulls and jute sandals to make his clients satisfied throughout the year."The woman who proves one of my shoes repeats," he says proud.