Blog
Workshop notebook
What we learn between MATERIA and CÓDIGO: shop windows, websites, one-of-a-kind pieces and digital strategy, with no formulas and no filters.
9 October 2026
What to put on a small shop's website: the essential pages
You do not need twenty pages, you need six good ones. Here is what a small shop's website must include, what the law requires and what can wait.
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8 October 2026
Upcycling clothes: ideas to give your garments a second life
That garment you never wear but can't bring yourself to throw away can be saved. Ideas to customise clothes with a needle, thread and judgement, what Japanese mending teaches us, and what to leave to a workshop.
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2 October 2026
Concept store: what it is and why it isn't just any shop
The word has been used so much that it's now slapped on any place with a plant and a candle. Here's what a concept store really is, the three shops that invented it and what MATERIA at Balborraz 14 will be like.
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25 September 2026
5 Instagram photos that sell for a small shop (and you can take them with your phone)
Instagram is just another shop window, except it fits in your hand and gets looked at for a second and a half. Here are the five photos that really sell for a small shop and how to take them with your phone.
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24 September 2026
Google Maps for your shop: the listing nobody fills in properly
Before walking into your shop, almost everyone looks you up on their phone. And the first thing they see isn't your website: it's your Google Maps listing. Here's how to fill it in properly, with Google's rules in hand and a couple of mistakes I've suffered myself.
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24 September 2026
Calle Balborraz in Zamora: a thousand years of artisans, and now Barronico
It runs down from the Plaza Mayor to the Duero, has an Arabic name and has been Zamora's artisans' street for a thousand years. Here's its story, and why I chose to open Barronico here.
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24 September 2026
How much does a website for a shop cost (and why mine takes a month)
It's the question I'm asked most, and hardly anyone answers it with a number. I do: here's what a website for a shop costs, what exactly you pay for and why it isn't done in five minutes.
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24 September 2026
Signature shop windows on a small budget: what big brands do and how to do it in your shop
Big brands spend on one window what a neighbourhood shop takes in over months. And yet what makes someone stop isn't money. I'll show you what they pay for and how to get the same with little.
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24 September 2026
What is Phygital Craft: making by hand, slowly, what you touch and what you code
People often ask me what Phygital Craft is. Fair enough: I made it up. Here it is, straight.
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24 September 2026
The mistakes holding your online shop back (and how to fix them without going broke)
"I get visitors but I don't sell." If that sounds familiar, this is for you: twelve mistakes I see every week and how to fix them without throwing money away.
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24 September 2026
SEO for small shops: how to win customers without living glued to ads
Advertising is a tap: while you pay, water flows. SEO is a well: it takes work to dig, but it gives you water every day. Here's how to dig yours.
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24 September 2026
Welcome to my workshop: selling online without selling your soul
I'm opening the Barronico blog the way I open the shop shutter: telling you straight how I see growing online, growth marketing and online stores for small shops.
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