Pablo Poncela, business associate of the Alexandre family first set up a jewelry business in the San Bernardo area, later moving to premises that had previously been occupied by the Thomas perfume shop. It has remained the same ever since, with the same red wooden door and interior decorated in dark wood and filled with thousands of accessories: ornamental combs, necklaces, earrings, rings and other accesories.
Poncela’s sister, Teresa came to Madrid from her village to help him when she was 15 years old. In time, she took over the shop with her husband Adolfo Otero before passing it on to their daughter Teresa, now an elderly lady herself. She in turn passed the business to her daughter, Almudena. Its regular clients include famous artists and actors who have known the business for many years as it was one of the first costume jewelry stores in Spain and which continues to be in business and remained open through the Spanish Civil War, when it sold jewelry to soldiers from the International Brigades.