La Tiendita de Aralar: A Family-Run Business Boosting Local Commerce
Nora and her daughter Susan run this business, which has participated in the Iruña Ekintzaile | Pamplona Emprende program organized by the City of Pamplona and CEIN.
Two years ago, Nora Ríos had an idea: to open a neighborhood store offering quality products, designed for people living nearby. Her daughter, Susan López, joined her in this venture—La Tiendita de Aralar—a small shop that has become indispensable to the local residents.
Both have participated in Iruña Ekintzaile | Pamplona Emprende, a program run by the City of Pamplona and CEIN that promotes the creation and strengthening of local businesses. Thanks to the program, they have been able to revitalize their store and strengthen their offerings: quality products, friendly service, and a commitment to actively listening to their customers’ needs.
“We don’t sell anything we haven’t tried ourselves,” Susan tells us. Because for them, trust is earned by recommending the best: seasonal fruit, flavorful vegetables, bread from Monbake or Taberna, preserves from Navarre, and products that are often hard to find in supermarkets.
Over time, they have been adjusting their product selection based on customer requests: more household goods, organic products, pre-packaged items for those in a hurry... “It’s not just older people who come in. More and more young people are looking for local and sustainable products,” they explain.
La Tiendita de Aralar, located at 39 Aralar Street, is today a prime example of intergenerational entrepreneurship, a business driven by purpose and a passion for building community.
