A relay race with heart at La Rochapea, supported by Iruña Ekintzaile | Pamplona Emprende

The program, sponsored by the Pamplona City Council and CEIN, has helped Irantzu Aured take over the Txaro Moda store.

Txaro González has spent nearly three decades running his fashion boutique on Bernardino Tirapu Street. But the time has come for him to step aside and entrust his business to someone very special: Irantzu Aured, a local resident and artisan who is eager to carry on the store’s legacy. Thus begins a heartwarming story of generational transition.

Irantzu has been part of Iruña Ekintzaile | Pamplona Emprende, a program run by the City of Pamplona and CEIN to promote, strengthen, and revitalize small businesses in the capital of Navarre. Through the program, she has received training, guidance, and the tools she needs to take over a beloved business like Txaro Moda, preserving its identity while adding a small workshop for handbags and backpacks.

This transition is not just a business decision; it is emotional, community-driven, and courageous. It represents a commitment to neighborhood entrepreneurship, to the continuation of projects that matter, and to a new generation that is hitting the ground running—without forgetting the legacy.

Would you like to start a new business in Pamplona or take over an existing one? Learn more about Iruña Ekintzaile | Pamplona Emprende and find out how they can help you by clicking here.

This program is also for you if you run a retail business in the capital and want to improve your strategy, or if you own a retail business and want to sell it.