ES+ | No.3 | 2025/2026 “A family business forces you to be both guardian and rebel at the same time” Eva Martín-Caro literally grew up surrounded by the one hand, you are the guardian of its history; on the shoes. When she was younger, she accompanied other, you are a rebel who must challenge that history to her father on business trips around Europe (es- keep it alive”. For her, the legacy is not a burden, but a re- pecially Italy) in search of new designs, materials andl, u-sponsibility she takes firmly to heart, and she admires the timately, inspiration. Those trips sowed the seeds of an vision and resilience of her predecessors in promoting the early relationship with the product that today, rather than brand with very limited resources, relying solely on “intu- being emotional, is strategic. Since 2012, she has been at ition, passion and hard work”. the helm of Pablosky, one of Spain’s leading children’s She is embracing sustainability, digitalisation and new footwear companies, and for some time now, she has also technologies, but is reluctant to accept the short-termism been heading up its transformation. Her new challenge: of recent times. A staunch advocate of perseverance, she “create products that liberate children and relieve parents”.asserts that “things that are worthwhile take time to de- “We are resetting the company’s DNA while trying to velop: raising a child, building a brand... they have little to maintain its essence”, she explains. Martín-Caro is spear- do with the short term”. She is committed to teamwork, heading a period of profound change within the company deep and mutual listening, and team cohesion. “In these that goes far beyond its image and seeks to revitalise its cul-uncertain times, it has been essential to create opportu- ture. “We no longer want tojust be a well-known brand, we nities for listening: within the organisation and also with want to become a useful brand that stands alongside fami- external experts. There is no other way to navigate the lies in their everyday lives”, she asserts, referring to a util-present than as a team”, she argues. ity that cannot be measured through campaigns or metrics, When thinking about Spain, the concept of creativity but rather through everyday actions. She knows that a good automatically comes to mind. “We have an almost magical shoe can survive the high energy whirlwind of children’s ability to do a lot with very little and to throwing ourselves lives whilst providing parents with peace of mind. She also into competing with all comers”, she asserts, championing acknowledges that “there is nothing more demanding (or the strength of local businesses. She highlights the country’s more noble) than manufacturing products for children”. industrial and artisanal talent, especially that of her region, In fact, this period of profound rebranding is proving Toledo, and Spain’s ability to “reinvent itself, to combine to be the most challenging moment in the company’s his- tradition and modernity, and create products with a huge tory. Leading the reconstruction process of the Toledo- amount of personality”. However, she criticises Spains’ based footwear company entails enormous responsibility “inferiority complex, the idea that things from abroad are due to its unique nature as a family business. Respect for always better”, which “only leads to illusory fears”. a three-generation business history can sometimes clash Looking ahead, Martín-Caro hopes to “lead a project head-on with the need to adapt to changing times, shift- that has a real impact on families’ lives, combining crea- ing consumer preferences and the emergence of new chal- tivity and purpose and leaving a lasting impression”. Her lenges such as sustainability and digitalisation. vision for Pablosky is clear: she would like it to be“the Granddaughter of the founder and now the third gener- brand that parents recommend without hesitation, because ation at the helm of the business, she explains that “work- its products are made by mums and dads for unstoppable ing in the family business makes you a double agent: on children”, she concludes. 71