To bet on local products today in such a globalized world is almost an epic adventure, and it certainly deserves praise. Even more so when it concerns a fashion boutique that offers striking designs at a fairly earthly price, nothing sky-high, and in the coolest Madrid. In other words, clothes that look expensive, but aren’t.
We’re talking about ONCE28, the project in which Patricia Arozamena (Madrid, 1994), an aerospace engineer turned entrepreneur who radiates enthusiasm and drive, embarked four years ago and is now at its third store, not counting the online shop, which is thriving and sailing full speed ahead. For her, it is the fourth store.
The new ONCE28 we have in the shopping center Zielo Shopping Pozuelo, “the most modern,” explains Arozamena. It joins the one in San Agustín de Guadalix, which was the seed of it all, and the Moraleja Green one, three gourmet points of sale where you can sample this tasty product. The name of the brand is no mystery. It comes from Chapter 11, verse 28 of the Gospel according to Saint Matthew, where we read: “Come to me, all you who are weary and burdened, and I will give you rest.”
This new opening marks the consolidation of a brand that bets on fashion and accessories that are casual yet elegant. For example, a short plaid jacket with puffed shoulders, a houndstooth poncho, a fur vest, a floral bomber, a vertically striped blouse with a gathered neck and cuffs, a long skirt with a leather-look effect, or a knit cape. And among the accessories, braided leather bags, with fringe or studs, jewelry, fur collars, or belts.
Patricia Arozamena, photographed in her new store, founded the brand four years ago.
We spoke with Patricia Arozamena, a great animal lover, outdoors enthusiast, and sportswoman, about entrepreneurship, the formula for success, her acclaimed designs, who her clients are and the details of her stores. This is what she told us.
WOMEN TODAY. Four years since she founded the ONCE28 brand and she has just opened her third store. How is such success achieved?
PATRICIA AROZAMENA. I think the key has been to work with constancy and a lot of perseverance. We’ve opened nearly a store a year, which is a very fast pace for such a small brand, and that’s why now my goal is to consolidate what we’ve built before taking further steps. In addition to the physical stores, we have the web, which for me is practically our fourth store. As cliché as it sounds, success mainly comes in those moments when you keep working, even when you don’t see immediate results.
Personality, Care and a Local Touch
Is it difficult to make a name for yourself in a world dominated by the big chains?
Yes, it is. Especially now that low-cost Asian brands are growing exponentially. But I also see that more and more customers are looking for alternatives, something with personality, care, and a more local touch. And that’s where we try to position ourselves: to offer an experience that the big chains cannot replicate.
So is that what ONCE28 brings to the retail world then?
ONCE28 offers a different, cared-for and very approachable proposition. Not only do we pay attention to the products we offer, but also to the services: customer support, advice and post-sale follow-up. We want the customer to feel comfortable from the moment she enters the store—even if she’s just browsing—until she leaves, and even afterward if she needs anything.
Regarding the product, we work so that each garment and each collection has coherence, so that whoever enters finds something special, yet wearable in everyday life. Our collections are small but very carefully curated, which allows us to have truly special pieces. We also devote a lot of effort to creating beautiful and pleasant spaces where you actually want to stay.
What kind of clothes can you find in your stores?
Very versatile and current clothing, designed for women who want to look polished but comfortable. We have everything from basics with a special touch to trendier pieces, always prioritizing quality and comfort. My goal is for anyone to enter and find something that fits their style and routine.
Patricia Arozamena among the designs on display in the new store.
Are the three stores the same or is there something that distinguishes them?
They aren’t exactly the same, but they share the ONCE28 essence. The San Agustín one was the first store we opened and it’s the one that has taught us the most. It’s the smallest, but also the one with the most essence. This summer we renovated it to unify the image of the three a bit more. The Moraleja Green mall store is warmer and more welcoming, while the Zielo Shopping Pozuelo store, this last one, is the most modern. More lighting, lighter floors and a wood-with-black finish combination, etc. Still, all three have that certain something—you walk in and know you’re in ONCE28.
What makes ONCE28 special
How important is decoration to you?
Very important. Both in the stores and in my home. I love the world of decoration and I wouldn’t mind pursuing it at some point. For me, decoration has to convey the same feeling as clothing and be in harmony with it: warmth, style, and naturalness. The store isn’t just a place to buy; it’s a fundamental part of the experience. We take care of lighting, colors, textures… Everything adds up to create an atmosphere coherent with the brand and that makes you want to stay.
In terms of turnover, what share do physical sales and online sales represent?
Physical sales remain very important because our customers highly value being able to see and touch the garment. But the website grows each year and we already feel it as another store, with its own pace and its own type of customer. Moreover, thanks to the online shop we reach many women who are not from Madrid and who discover us through our social networks. Our out-of-town audience is mainly in Barcelona, Seville, Valencia, and Extremadura.
This is the new ONCE28 store, the third in the family.
Who are their clients?
Our audience is very broad: from 16-year-old girls to women around 60. Since our garments are quite timeless, they fit well with different styles and ages. In fact, we have many pieces that girls share with their mothers, and it’s very fun when they come together to the store to pick something to share. That mix of ages delights us because it shows that clothing works and adapts to different ways of dressing.
Aerospace engineer and entrepreneur
What does an aerospace engineer do as a fashion entrepreneur?
I have always known that I wanted to start my own venture. I could find a potential business in almost anything. I have worked in companies in the aerospace sector and in others that had nothing to do with it. And in the end, the path led me here. I do not rule out in the future starting something completely different from fashion, because what I am passionate about is entrepreneurship. The training in aerospace gave me discipline, analytical ability, and a great adaptability to changes—three skills that are fundamental to push any project forward.
Any anecdote you can share with us.
Once I was introduced to a girl and the first thing I said to her was: “What a lovely jacket!” I thought she knew who owned the brand, but she had no idea. She started telling me that she knew ONCE28 because someone had recommended it, that she was a regular customer, and even said to me: “If you want, one day we can meet up and go together.” When I told her that the brand was mine, she nearly died of embarrassment. It was very funny and, at the same time, one of those moments that fills you with joy as an entrepreneur.
