PAULA BABIANO - BALBISIANA

This month we are especially excited about our section because we are talking to someone we had been eager to meet in person. Someone who radiates light, common sense, and whose words bring peace. Someone who, like all the women featured here, one day decided to pursue a dream against all odds.

It's one of the most beautiful stories we've ever heard.

We are talking about Paula Babiano from @Balbisiana.

She needs no introduction; Paula is Balbisiana. Balbisiana is that afternoon snack you'd have with your grandmother or with your dearest friends, as if you were in your own living room. Every detail is worth mentioning, from the cups to the tables, including the napkins and the decor. There's something about her "postrerías" that gives a sense of tranquility, like coming home.

We meet at her most emblematic location, Balbisiana on Velázquez, 55 in Madrid, and it's 8:30 am.

Hello Paula, thank you so much for having us in your place, and so early... It's all so special, it's like being inside an old storybook.

Thank you and welcome! Don't worry about the time (laughs), I always start very early. And yes, I think we have achieved a faithful image of who we are and what we want to convey; every detail has been meticulously chosen so that the result is what we are: elegance, simplicity, and naturalness.

Paula, let's start from the beginning: what led you to create Balbisiana?

Well, a pure and true restlessness. I've always been very attracted to this world; even as a child, I used to bake with my grandfather and loved it. I was studying for civil service exams, and to rest my mind and do something with my hands, I baked muffins, cakes, cookies... Later, when I left the exams and started working at a law firm, I continued baking as a hobby. One day at a dinner, I brought some cakes and they were so popular that my friends encouraged me to develop it more professionally. So, I took the plunge. I started at home, leading a double life: a lawyer by day and a pastry chef by night (laughs). I didn't sleep; I just worked non-stop, and I lasted three months like that. I never doubted that it wouldn't work out.

What did you realize?

I discovered that this world was very difficult, that entrepreneurship on a larger scale was more complicated than it seemed, and that the restaurant world was even more complex: getting clients, adapting to them, keeping them... Also, I had to hire a workshop, and with the revenue I had at the time, it wasn't enough. I rented out my house to pay for it, and my friends rallied around me. It was more a year of survival than entrepreneurship. A passion taken to its ultimate consequences without really having a plan as such.

Did the competition make you reflect?

We launched with a different offering; no one was selling cakes online. If you wanted one, you went to a bakery, bought it, and took it home. So there was little competition for us to look at. However, I had always followed and loved French pastries like Ladurée, Pierre Hermé, and locally, Mallorca, which has always been around. Let's say I've been taking inspiration from things here and there to incorporate them into Balbisiana in my own way, like the packaging, the logo, the decoration, etc., but all more as inspiration than as competition itself.

When you created Balbisiana, what did you want to achieve?

I created the dessert brand that I wanted to eat. With natural, homemade ingredients, easily found, much like you would cook with your grandmother, for example. And so, with this same philosophy, everything is done; that's why we use very natural materials, adding color, minimalism, elegance, and simplicity. I wanted to create a world that totally represented me, and I believe I have succeeded.

Was there anyone who helped you in this adventure?

In my case, the help was very important because I didn't have immediate family support. Let's say I had support in two different stages. The first, at the beginning, where my friends were key. They lent me their car and house. The car so I could go to the workshop every day, and the house when I rented mine out to pay my company's expenses. It was an act of total generosity; their support was fundamental and decisive for me to continue with my business; without them, I wouldn't be here.

And in a second stage, Netmentora and Lanzadera were decisive. Each in its area, Netmentora helped me strategically in a key way; my mentor couldn't have helped me more, giving me clarity and support to know how to guide my steps. And Lanzadera was more at the level of business training and networking, putting me in contact with more entrepreneurs who were facing similar challenges to mine.

Any turning point in your business?

I would highlight two. Each in its own way has marked a before and after for Balbisiana. The first, surviving a pandemic. It was total madness, from thinking we were done to an explosion of orders. Where Amazon couldn't reach, we did. The team was amazing; no one hesitated to help. There were tough moments when everyone had COVID, and I myself did everything: answered the phone, prepared orders... The second, opening the first store. Another huge challenge, as it was fundamental to convey Balbisiana's image to the physical store in a coherent and faithful manner. Everything was included here: the uniforms, the decoration, the layout... thousands of details to consider, and everything had to breathe the same air, all very Balbisiana.

What's the balance after all these years? Almost 7 years in March...

I am very happy and content because I have achieved everything I hoped for. It hasn't been easy, but I've managed to fulfill my dream. I have a fantastic team; we are taking it step by step, enjoying the journey without risking wildly, studying profitability and improving what we already have before embarking on more adventures. I would have liked to be a bit more trained in the area of team management and leadership, but my intuition and common sense have helped me a lot to get by. So, the balance couldn't be better.

Surely you have thousands of anecdotes or experiences that marked you. Tell us one?

I have thousands (laughs), but I will always remember one with great fondness. We had to deliver 500 Panetones for a brand's promotion, and it turned out they were made, but not put into their corresponding boxes due to an oversight. I almost died when I saw all those Panetones that I had to deliver immediately without being "boxed." I called my mother, and she and all her friends came and we finished everything in one afternoon. That way, they could be delivered without problems. I still remember all of them, especially my mother, working amidst laughter and jokes. It was very emotional.

What advice would you give to someone who dares not take the plunge?

Well, two important things. First, PASSION; you have to have more passion for what you undertake than a desire to make money. Second, know that entrepreneurship means choosing, and this choice implies an immense sacrifice. You have to be clear about this, and I would have loved for someone to have told me. Additionally, I would add that you have to launch yourself, even if everything isn't perfect. You have to learn to live with different degrees of imperfection to be able to move forward.

And finally, which WASACS would represent you?

I love all of them, they are original and different. I really like the leather; it looks authentic and natural, as it should be. I like a big bag, to carry everything from my computer to an apron; you can find millions of things in my bag (laughs). That's why I think the Maxine would be ideal for me, but I recognize I already have many like that, so I would choose the Aurelie model. I don't have one like it; I love the color, it seems very beautiful and versatile. I like that I can carry it crossbody or in hand.

Paula, thank you millions for this delicious coffee in such a spectacular setting. It has been a pleasure talking with you, and we take away many good tips. Congratulations on your project and may you continue to achieve success.

Thank you, Cristina, it was a pleasure to have you.