You're responsible of uniting the creative and the productive parts of Escribà. What is it like being in your position?
My position, which is standing right between creativity and productivity, is like being at the edge of a sword. You have to maintain your balance and please everyone, keeping in mind that at the end the client’s satisfaction is the most important part of it.
How do you decide the themes of the monas?
At Escribà we approach projects such as Easter creating a fictitious customer. There’s not a real customer until they don’t purchase the mona personally, so we have to get ahead and analyse the trends and what’s all the rage that season, and design the specific pieces with Christian. The project is then handed to Dani and he turns them into chocolate.
How do you make the monas?
One of Escribà’s values is craftsmanship. We’re able to create everything we do because it’s all handmade. You have to give that its worth and value. In order to do so, in Easter we number each and every piece. They're one-of-a-kind type of pieces that are not made on a large scale, we're talking about maybe 10 or 15 copies of one design. Even when they’re made in the same series they're not exactly the same, there’s always a different detail. That's very important and has to be transmitted to the customer for them to give the pieces their very true value. Usually Escribà presents special creations to celebrate Easter, Christmas and other holidays.
What do all these big pieces mean to you?
Making what we call a ‘display’ piece is not only a tribute to all of our clients, but also a chance for them to see that craftsmanship allow us to make anything, and that’s an incentive for future requests, whether it is for Easter or any other season. It also is an appeal for the media. Making something special and spectacular is a magnet to mass media and due to the wide coverage of Easter, the Escribà patisserie... and also the rest of the chocolate tradition of Catalonia receive a lot of interest.