The ‘fear’ and the economic ‘crisis’… These seem to be the perfect ingredient to make a person back out on starting a company, right? Well, despite all the uncertainty and pressure, just like diamonds, La Joya was born. Who is one of the founders of this company? You may ask… Her name is MPaz Lara. Once again, the APCP is ready to value the women working in the industry.
Paz Lara is one of the founders and the general manager of La Joya. MPaz has an impressive career of 36 years. She started training and working as a receptionist, and later on worked for Video Spot, DMBB (her fist agency), BBDO and Mc Cann. After that Ovideo popped up in her life, and she ended up becoming the general manager of the firm. Lastly, she created her own company, La Joya. Furthermore, MPaz is also working with Daniel Sánchez Arévalo in Bijoux Content to this day.
MPaz Lara, co-founder of La Joya
La Joya is an audiovisual production company in possession of a wide range of knowledge that does not settle for monotony. ‘Boredom is born from those who remain static and it ends up turning into mediocrity’, they state in their website. But how did this company come to life? ‘La Joya was born from fear of the passage of time. […] I never thought I would become a businesswoman… I was very happy working for Ovideo, but I also thought that it could have an expiration date, so I decided to create La Joya before that could even happen. In the middle of a crisis, by the way! For this, I want to thank my life and business partner, who has always been supportive.
Logotype of the audiovisual production company La Joya
All of her projects have left a mark on her, ‘every and each one of them’ she emphasises. She considers all her projects have helped her get to where she is now and explains that the most important thing is the people you work with. ‘The people I have worked with for the most unique projects have all left a mark on me. For this reason, I want to express my eternal gratitude to Mónica Moro, Raquel Martínez, Jesús Matínez Soria, Jaime Lobera, Laura Álvarez, Daniel Gómez and Javier Portillo’.
La Joya is starting new projects all the time. However, M. Paz does not want to talk about just one of them, as she considers all of them equally important. Here are some of her projects in case you want to take a look…
Campofrío: Vivir es Acojonante
Campofrío: La Tienda LOL
Paz believes that to work in a ‘foundational’ industry for which ‘is impossible to work in if you are not passionate about it’, it is necessary to ‘have lots of patience, work hard and, as foundation, care’. As MPaz says, ‘to really do it well is necessary to make great efforts’. To all those girls wanting to be part of the audiovisual world, the general manager of La Joya invites you to ‘fight for obtaining their dream job and not let others hold you back due to their indifference or the feeling of security’.
Paz is aware that ‘life, in general, is tough’. However, she also knows that ‘we must be prepared to welcome it with anticipation and eagerness’. She created a company in the most difficult and scary period of time we have lived through. Nevertheless, her passion and will were more powerful than the bad circumstances and moments. As we have already mentioned, diamonds are formed under great pressure. This has been MPaz and her company, La Joya, an audiovisual production company on the quest of creating marvellous gems.
By Paloma Garrido
