José Luis Sánchez accompanied by his parents at the Alimentaria BCN 2016 stand
A luxurious throne with a mission: to make the afternoon of January 6th unforgettable for many children in Triana, the neighborhood where the Aljomar brand was born. It was there, 45 years ago, that Alfonso Sánchez and his wife, Carmen Sánchez, founded La Salmantina , a small grocery store that quickly became known for bringing the finest Iberian products from Guijuelo to Seville. And it was there that their children (Alfonso, José Luis, and María del Carmen) were born. The first syllable of their names (Al-Jo-Mar) would later form the Aljomar brand, which has just celebrated its 24th anniversary.
La Salmantina remains a shining example of perseverance and hard work, keeping the essence of traditional commerce alive 45 years after its opening. Currently, the founder's sister, María Luisa Sánchez, and his nephew, Juan Luis Paredes, run this iconic establishment, the heart of the neighborhood.
Triana is the neighborhood where the next King Melchior was born and spent his childhood and adolescence. José Luis Sánchez lived until he was 23 at 61 San Jacinto Street, where he was educated nearby at the José María Del Campo School (Pagues del Corro), alongside his siblings Alfonso and María Carmen. Today, he is thrilled by this public recognition and fondly remembers his childhood playing on Ruiseñor and Evangelista Streets, and like other kids, playing in the Charco de la Pava (a small pond) and the Parque de los Príncipes (Princes' Park), as well as getting into mischief along the riverbank and Pureza Street.
Upon reaching adolescence, he studied Administration at the Los Viveros Institute, very close to the Triana neighborhood, near the Tardón and the fairgrounds. Even then, he combined his studies with work in the shop, a key factor in his current trajectory, both personally and professionally.
When the Aljomar factory was built in Guijuelo, he moved to Salamanca, where he currently lives, but he travels frequently (2-3 times a month) to his old neighborhood of Triana, which he proudly boasts about everywhere he travels in the world for his work as Assistant Director at Aljomar. "I ALWAYS carry the mark of my 41010 in my heart," he says.
So, José Luis Sánchez returns to the Triana Parade, but this time not to collect sweets and 'shout' his wishes to the Kings, but embodied in Melchior himself, to make the dream and happiness of hundreds of Sevillian children come true.
Besides bringing joy, it promises to distribute gifts and a few surprises. So take note and don't miss the Triana Three Kings Parade.
