Mireia Calvet has over a decade of experience, specializing in leading the transformation of digital commerce and building purpose-driven brands.
Your goal at Beself Brands is to empower people to discover and live their best version through products that promote well-being, personal growth, and authenticity.
Values collaboration, ethics, and transparency, promoting an organizational culture that fosters creativity, initiative, and continuous innovation. What is your story linked to digital commerce, Mireia?
Since I was little, I have always been fascinated by technology, innovation, disruption, and everything that sounded futuristic.
I remember being at home in the 90s when my father bought an IBM desktop computer with MS-DOS, exploring everything I could. I played Donkey Kong, tried floppy disks, pressed every key and button just to see what happened; I wanted to know how everything worked. It was my way of exploring how the digital world functioned.
At the same time, I grew up surrounded by commerce: my parents and grandparents dedicated their lives to their own businesses, always in traditional commerce. I learned from them the value of effort, customer attention, and the passion for entrepreneurship.
So when I joined Beself Brands in 2012 (which has nothing to do with what it is today), I felt that e-commerce was just that: the perfect union of my two passions, technology and commerce.
Since then, I have not stopped building at that intersection, always with the hope of continuing to learn and pushing forward. Your incorporation into Beself Brands was more than ten years ago; how has it evolved since you joined?
When I joined Beself Brands more than ten years ago, we were a very small team of between 5 and 10 people. We sold gardening machinery and tools, billing about 2 million euros, and as is often the case in the early days, we all did everything.
I started in the area of marketing and sales, taking care that all the products we sold and their replacements had good images, clear and well-optimized copies, and uploading them to the platforms. We began collaborating with the first marketplaces to launch promotions, flash sales, and other commercial actions.
From the beginning, I got involved transversally in many areas of the company. I coordinated with customer service to better understand the end user and adapt both product and communication. At the same time, I contributed ideas from my training, experience, and also a lot of logic and intuition, with the aim of improving internal processes: from product purchasing to technical support. I did it naturally, with a strong desire to build a team, to contribute, and to ensure that everything worked like a gear where we all understood each other.
That attitude led me to take on more and more responsibilities. I began to lead meetings, action plans, and to ensure that the first strategic objectives were met. Little by little, I started to be part of the decision-making spaces.
As the team grew, so did the business: we doubled our revenue year after year. In 2019, we reached 22 million euros, and one of my main focuses was to ensure that this growth was sustainable and coherent, without losing the culture that had brought us there.
