"I'm Very Lucky that the Montana Shops Are Always Pleasant Places to Go" | An Interview with Elena Ramírez, Store Coordinator

All the Montana Shops in Europe are COCO: company owned; company operated. And of course, someone has to take care of coordinating all these flagship stores. That position belongs to Elena Ramírez, who is also a dedicated graffiti writer and passionate animal lover. We sat down with her to find out what she likes best about her work and her long relationship with Montana Colors.

What does a store coordinator do?

My job can be summed up in one phrase: making sure the stores stay stocked. Not only in terms of goods for sale, but also on an organizational level. I make sure that the dynamics are in sync and processes are improved, both internally and for the client. Plus, I manage inventories, launches, and new products.

One of the most enjoyable parts of the job is preparing activities together with my colleagues. We run loads of workshops in Gràcia that are really popular. We’ve also done some in Seville and we’re starting soon in Madrid, where there’s a lot of interest.

Recently we’ve curated some temporary exhibitions in the stores. It’s an opportunity to give visibility to the work of our clients, many of whom are also artists, and something different that the casual customer can check out when they visit.

There are two types of Montana Shops, right?

Yeah. There are currently two types of Montana Shops, COCO shops that are run by Montana Colors – four in Spain, two in France and one in Holland, The Netherlands and Portugal. The shops in Los Angeles, Miami and New York are managed by our subsidiary in the USA.

There are also franchise stores around the world which are often connected to a Montana Colors distributor in that country.

Do you think Montana will take control of more of the franchises in the future?

I think if an external Montana Shop didn’t want to stay open for whatever reason, or wasn’t sustainable, then yes.

What makes the stores you coordinate special?

I think El Born is our most emblematic graffiti shop thanks to its longevity and history attached to it. Gràcia is like her beautiful little sister, it’s a really charming place. Madrid is becoming a bit like my second home. Its selection of markers is really impressive, you’d buy everything if you could! And Sevilla enjoys an exceptional location in an incredible 19th century building.

Moving into France, Montpellier is an oasis of color in the city, I love the bare stone walls it has. Marseille is very street, like the city, and you can see all the historical influence it has at an artistic and musical level.

In Benelux, Brussels is an institution in the city! It’s a hub to many people there and is perfectly located next to the central station. Amsterdam is a store where you can find customers of all nationalities, there’s always a lot of movement, you could never get bored.

And lastly, Porto is the latest Montana Shop we opened. It has amazing vegan food. I might be biased, but they make the best fries in the world.

Your role means you travel a lot. Is it hard to maintain a balance with your home life?

To be honest it’s not that difficult for the moment. I’m very lucky that the Montana Shops are always pleasant places to go, even if it’s to work.

You’ve been a consumer of Montana Colors products for a long time. What are the positives of this fact that people might not appreciate?

It’s obvious that you couldn’t sell cars very well if you didn’t know how to drive. The same applies to selling paint. Not just because you know how to use a spray can.

Being involved in graffiti over so many years makes you aware of new trends. You hear what our consumers are saying, or what they need. In general it’s very useful, you’re part of the company and you’re a client at the same time. I think that raises your standards which translates into what you offer to the client.

Favorite product?

If I had to choose one, it would be Hardcore with a pocket cap.

Your story with Montana Colors goes back quite a while. Your first job was a sales assistant at the Montana Shop Barcelona in the Born, at the time our only store. The company has evolved a lot since then. How has your emotional relationship with it evolved?

I started in the store when I was 17, in fact I celebrated my 18th birthday there, in the Born store. I remember it fondly, people came from all over the world to see us. Afterwards, I worked in the tourism industry for several years before rejoining Montana in 2017, 12 years later. Some family losses made me reconsider what I was doing with my life. I came back to Montana almost by accident, and I was amazed! Suddenly there were loads more workers, everything was bigger but familiar at the same time, as it always has been.

Many of the people who work with you also paint graffiti. Does this make your job easier? Does this fact present any challenges?

I don't see anything negative about it. I think it's something positive for everyone, since we speak the same language if you know what I mean. In most cases it tends to unite us more.

We are aware that some of the Montana Colors family are also close friends of yours. How does that affect your job?

I think it's positive. It makes it easier when it comes to teamwork. Sometimes it’s easier to have awkward conversations when you have a good relationship.

Your partner is also a graffiti writer. Do you find it difficult to disconnect from work?

I’d be lying if I said it was easy, considering it’s the hobby we have in common. Lately we’ve started to do some different activities, like going to the mountains for a walk, to unwind and clear our heads.

We’ve heard that you’re an animal lover, with a special affection for dogs. You must love the fact that we have two rescue dogs who live in the garden at the Montana Air plant. What do they mean to you?

The first thing I do when I go to Montana Air is go see Valentí and Matilda, they love it and I do even more. It's like a shot of good vibes. I think that having two rescue dogs with us at the factory says a lot about the values ​​of the company.

As you’re also a fan of drawing and illustration, can you name three artists and three graffiti writers that you personally like?

I really like artists like Mark Ryden, Sergio Mora and all the characters that Hanna-Barbera Productions created. When it comes to graffiti writers, it’s hard because there are so many good ones. After much consideration, the ones that come to mind are Biz aka Juanma, Nano4814 and Blade.

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