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We spoke with Merce Piera, owner of the new Oleoteca La Chinata in Gandía

Merce Piera, owner of the Oleoteca La Chinata in Gandía.

Gandía already has La Chinata Oleoteca. Recently inaugurated in May of this year, Merce is the entrepreneur who is in charge of this new establishment, with which there are already more than 50 La Chinata oil libraries inside and outside Spain.

“We discovered the franchise a few years ago, purely by chance. We were returning from our vacations and we stopped in Alcalá de Henares to eat and buy a gift. We found the Oleoteca and went inside to browse. I was amazed by the variety of products and I fell in love with the aesthetics of the place. I thought it was a pity that we didn't have a store like this in Gandia”, affirms its manager.

Well, Gandía already has it, thanks to the courage and entrepreneurial spirit of Merce. Chance led them to an Oleoteca La Chinata and that's where it all began. Today she is the owner of this establishment located at 55 San Francisco de Borja street in Gandia.

It is a pedestrian street in the historic center of Gandía, a traditional shopping area where residents from other towns in the Safor region go to do many of their purchases.

Merce opens the doors of his establishment to tell us about his concerns, the beginnings and what led him to embark on this new adventure.

What is your professional trajectory?

I worked from a very young age in the textile sector but I left it to dedicate myself fully to my family. Now that my children are older, I felt it was time to go back to work, to open my own business and embark on a new project that would excite me.

What is it like to undertake at a time like this in Spain?

The pandemic makes it a time of uncertainty. Nobody has a crystal ball to know how the situation will evolve, but I am optimistic, I think that after the confinements and restrictions, people want to go out and enjoy and consume again.

Its values are based on quality, health and friendly and efficient care.

What did you like the most to decide to take the plunge with a La Chinata franchise?

We really liked the quality and variety of the products and we were finally convinced by the talks we had with Fernando Oliva and some of the franchisees.

What do you think makes it stand out from the rest of the gourmet establishments in the area?

Combining food and cosmetic products with Extra Virgin Olive Oil as a common ingredient in the same store makes our store original and different.

How do you plan the business in this 2021?

The objective is to publicize the store and the products of La Chinata both to the public of Gandía and its region as well as to the tourists who visit us.

"At first glance, it may seem shocking to offer food and beauty items in the same store, but it is not so when you think that the link is Extra Virgin Olive Oil, a product that is synonymous with health and quality."

The great catalog of La Chinata is very surprising for its great variety and its two lines (gourmet and beauty), what did you think when you saw it for the first time?

At first glance, it may seem shocking to offer food and beauty items in the same store, but it is not so when you think that the link is Extra Virgin Olive Oil, a product that is synonymous with health and quality.

And about cosmetics, what do you think makes it stand out from the rest?

The use of Olive Oil as an ingredient and the Olivita line of products with an organic certificate.

Any personal weakness that you find especially irresistible?

The Seasoning based on EVOO and Chilli is an essential in our house. We also really like the Artichoke Cream and the Almond and Olive Cream.

One of the qualities of La Chinata is its quality/price offer. Do you have to invest a lot of money to enjoy gourmet food or good quality cosmetics?

La Chinata shows that it is not necessary to spend a lot to have quality products. In fact, some customers are reluctant to enter because "all that must be very expensive" and they are pleasantly surprised to see the prices.

What are the values you are trying to project?

Quality, health and friendly and efficient care.

For you, a satisfied customer is a customer who...

That he feels comfortable in the store, that he comes back and wants to try something new every time.

ownersMerce Piera Camarena
AddressCalle San Francisco de Borja, 55. Gandía (Valencia)
Contact[email protected]
SchedulesMonday to Saturday from 10:00 a.m. to 2:00 p.m. and from 5:00 p.m. to 8:30 p.m.

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