Enterview to Rafael Sierra

- Interview -

Interview to Rafael Sierra

1. We usually interview senior colleagues who know Joma in depth. You are one of them. When did you join Joma?

I physically arrived to Joma in 2007, 15 years ago now, although I had been working with them since 1986-87 in the previous companies I had worked for.

2. Work processes are constantly evolving and changing. In your case, have you noticed big differences since you arrived up until today?

Since I’ve been working here, the evolution in my profession has been spectacular. I say it’s like being in a futuristic movie where you can see and experience for yourself a radical change: the transition from the manual to the digital era. I joined Joma after working for them from other companies, first Pedro, then me and later Oscar. The three of us, as professionals in our sector, saw the opportunity here to evolve with the company. We started with the edition of footwear and apparel, starting from samples or drawings. I remember that we used to create montages that looked like real photographs. Now everything is digital, everything is more modern.

3. Which way has the company changed?

Yes, very much so. Now the factory has more than doubled in size from what it was like when I arrived, and therefore the increase in personnel has been very significant too. As for Joma’s worldwide projection, you only have to watch a sports program on television to see that the brand appears continuously, both in national and international competitions, and in a wide variety of sports.

4. Over time, you accumulate experiences that help you grow in your job. Tell me about yours, what has been your most difficult moment?

As in life, experience comes from work, and after 37 years I am still learning. In the 90’s we, (Pedro, Oscar, myself and other colleagues) won the National Award of the Graphic Arts Association, and also several other awards for quality in graphic reproduction in Europe. As I am a bit of a non-conformist and I go for broke at everything I do, my restlessness to learn and improve every day makes me not lower my guard and keep thinking about the how and why of everything. the staff. We have been able to meet the needs as they have come up. For example, clients are asking for more and more graphic material for multiple platforms. And we have to adapt to it.

We started with the edition of footwear and apparel, starting from samples or drawings.

As for the most complicated moment, it was undoubtedly the loss of our lifelong partner Pedro Lopez. The last and most recent was the confinement. It is very difficult for a person like me to be away from the limelight for so long. It took forever... I remember the first day I came back and told Marina to put a bed for me in the studio, that I didn’t want to go back to another confinement. She laughed a lot.

5. All departments have had to adapt to changes over time. In the case of yours, has it also had to adapt to these changes? In what way?

Growth has been enormous throughout the company. In particular, my department has had to adapt to the new times and, with it,

6. And the most satisfactory one?

The most satisfying moment was the day we changed the printing of the catalog. With the help of the printer, we adjusted the colors so that printing would be more loyal to the real product. This took us many hours and days of work, with the complexity that this entails. We had to take into account that it was a change that had never been done before due to the great variety of colors. In the end, the result was excellent.

7. Joma, as a company, is in continuous growth, incorporating young people to its team. What advice would you give them from your experience?

I would tell them that, like everything else in life, you have to enjoy what you do. You have to try new things to make mistakes and keep learning. That way you will find the motivation you need every day.