The Círculo Ecuestre held a new breakfast discussion entitled Design, Leadership, and Family Legacy, featuring the distinguished participation of Lina Mascaró, president of the Mascaró Group. The event brought together club members for an inspiring conversation about the evolution of a family business with centuries-old roots, female leadership, and the value of authenticity in a competitive and globalized business environment.
The session opened with an institutional welcome from Isabel Perea, member of the Círculo Ecuestre Board of Governors, and featured a presentation by Montserrat Arias, club member and CEO of Bemypartner. Meanwhile, fashion and lifestyle journalist Maria Almenar moderated the conversation with Lina Mascaró, guiding the audience through her professional and personal history.
A Life Between Heels, Tradition and an International Vision
The daughter and granddaughter of shoemakers, Lina Mascaró grew up in an environment where business and family life were one and the same. “At home, there was no distinction between work and family”, she recalled. In her words, the breakfasts at her grandmother's house, where she would try on her high-heeled shoes as a child, mark the symbolic beginning of an entrepreneurial vocation that has managed to maintain the Menorcan essence and bring it to the most prestigious showcases around the world.
Since joining the group in 1994, Lina has driven a firm internationalization and brand positioning strategy, with special emphasis on Pretty Ballerinas, launched in 2005, which quickly became a global icon of women's footwear.
Leading with Purpose and Authenticity
During the discussion, Mascaró also addressed the role of women in the company and how, from a very young age, she accepted that leadership has no gender. “For me, leadership isn't a matter of being a man or a woman. It's a matter of attitude, commitment, generosity, and listening”. She also highlighted the example set by her father, Jaime Mascaró, who always instilled in his daughters that they could lead any project.
Lina championed a vision of leadership centered on people, emotion, and connection with clients: “What motivates me is not just profitability. I'm driven by the idea of continuing to captivate, excite, and inspire the women who choose us”. This humane and personal approach to leadership was especially appreciated by those in attendance.
The strength of roots and family legacy
Mascaró also emphasized the group's commitment to Menorca, where it maintains its headquarters, its factory, and a handcrafted production that requires more than 60 hands to make a single pair of shoes. “It's very rare today to manufacture entirely in Spain, and doing so in Menorca is an act of authenticity and respect for our roots. It's a value that sets us apart”.
Regarding the group's future, Lina expressed optimism when speaking about the fourth generation: "Yes, I imagine it, I visualize it, and it's being prepared". However, she emphasized that there's still much to be done with the current third generation, which remains very active in developing the project. "What keeps the company alive is the legacy, but also the desire to innovate. Just like I did with my father".