Montse Betanzos is the third generation of a family of colareiras, a centenary trade in O Grove, which she learned as a child and almost as a game, helping at home her grandmother, her mother and her aunt creating different pieces of costume jewelry with seashells to then sell them on the island of A Toxa.

"Later on, I studied, pursued a career, worked in private enterprise and, when I became disenchanted with the working life I was leading, I decided to go back to my origins and set out on a new path," he recalls. Thus was born the workshop and the brand that today bears his name, a proposal that draws on all that traditional wisdom but with a contemporary approach.

Her jewelry is unique, genuine and timeless, but above all it is distinguished by the material with which it is made: seashells. "What differentiates our brand from other colareiras is that we do not treat the product as a souvenir, a vision that I inherited from my mother," says Montse Betanzos. Her creations promote the craft, seeking to take the pieces out of the ostracism of being kept in a drawer as mere souvenirs of a trip to elevate them to feminine ornamental objects. In short, "giving them the value they should always have as something handmade, different, original and native to a specific enclave of Galicia," she emphasizes.

In addition to all kinds of jewelry, such as necklaces, earrings, bracelets or rings, they also explore new paths, designing and selling other accessories such as sandals, bags or hats, personalized with their characteristic shells.

They are in charge of the process of collecting and selecting the shells first hand. "We have a warehouse that comes from previous generations and that we maintain and enrich as we go along," says Montse Betanzos. During the winter they work in the sandy beaches of the area collecting shells and choosing "in situ" the materials, which are sieved and free of sand. Then, already in the workshop and with time, they are selected by colors, sizes... The treatment of the shells depends on their condition, their natural color and the pieces to be created with them, being sometimes treated with oils or varnishes, polished or even dyed in colors that nature does not have: red, turquoise, metallic blue...

In addition to having points of sale in different craft and jewelry stores, Montse Betanzos markets her creations through her own workshop; with the presence in numerous craft fairs; and, as a complement to the above, in her web store, where users who already know her or who had the opportunity to see and touch the product in a face-to-face event usually buy it.

"Almost everyone knows and has a memory associated with a shell necklace from O Grove: because they came as a child on an excursion, because they took it as a gift, because they saw one in a grandmother's house.... This is lucky for me because when people come to my stand at a craft fair they identify the product and have an emotional connection with it," he emphasizes. In addition to this, consumers value the preservation of the craft and its quality, endorsed by the Artesanía de Galicia seal.

"For me, being part of Artesanía de Galicia has been everything," says Montse Betanzos. "It gave me a huge push, taught me how to focus the product from the idea I had, helped me in the dissemination ... The Galician craft sector is the envy of all Spain. Without Artesanía de Galicia, the Foundation and the Department of Economy, Industry and Innovation, Galician artisans would not be what we are," he concludes.