Women supporting women to enhance their online businesses strategies

As part of the “Digital Transformation for Inclusive Business Development” Project, which aims to improve the digital presence of small businesses located in vulnerable districts of Madrid, several students from the Bachelor in Communication and Digital Media have been supporting the beneficiaries towards the enhancement of their online strategy and presence. By working together, students acquire a thorough understanding of each of the beneficiaries’ situation and business needs, enabling them to develop tailored strategies to optimize their online presence and revenue. The following stories cover some of the different business cases led by powerful, hopeful, and hardworking women, which have been fundamental beneficiaries of the project.

One of the students, Sofia Flores has been working with Elvira Ortiz from Mizrill Design, an artisan jewelry workshop specialized in elaborating detailed crafted pieces. Sofia tells us that “she not only designs and created beautiful collections but also can capture her customers’ emotions by creating custom pieces for them.” They have been working on its “brand image and on creating new content for her blog, website, and social media.” She further emphasizes that “Elvira is the perfect example of how talent and hard work leads to amazing things. I am very excited to continue working with her and see what her future entails.”


Andrea Duclaud has been supporting Eva Color, who, together with her husband has a personalized gifts shop that offers high quality, innovative and original products. Andrea says that “Eva is always looking for different ways to innovate and give her clients the highest quality products available on the market.” By working together, they have elaborated a business’ “strategy that will differentiate her from her competitors and convey the personality of the brand.” The strategy includes “creating new content for her Instagram profile, Linked In, and producing videos for her webpage.” She finally describes Eva as “a hard-working woman, who is fully committed and open to learning, but most of all, she’s excited to see the results of the project.”

El Tarantin de Lucia, founded in 2016, is a small shop/bar located at the Anton Martin Market. Athina Morrison, from Bachelor’s, has been advising Lucia these last months on how to improve her digital strategy. She describes it as an “enriching experience” and continues to say that “Lucia is more than just a chef. Her passion, enthusiasm, and diligence set her apart from others. Here is where she unveils her greatest culinary creations. Each dish has its own story behind and day after day she works hard to polish, improve and adapt them for her and her business to learn and grow.” They have been working on brand exposure, online presence, and have studied the option of using delivery platforms in the near future.

Finally, Susana Jañez has been supporting Diana from DH Joyas. A special jewelry shop specialized in wedding and engagement rings. Susana explains that Diana “loves her job and she puts dedication and passion to every piece of jewelry she creates.” They have been working together on still and moving imagery and a ring selection process booklet to guide her customers “because she always puts her clients’ needs first.”



The coordination and knowledge exchange between beneficiaries and IE Students has proven to be a highly valuable component for the last months of the project. Through this last phase, we have been able to give a final push to reinforce all aspects learned and developed throughout the project, further optimizing the businesses’ digitalization strategies and improving the overall community resilience.

About the author:

Carmen Alvarez is a project manager and team lead with 7+ years of experience in digital marketing, including e-commerce, social media, web management, and overall digital transformation and strategy. Currently Social Innovation Project Manager at the Center for Social Innovation and Sustainability at IE Foundation.
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