Nuria Martínez Sirvent: leadership, vision and the value of building a brand with meaning

Not to brag, but we especially like this kind of news.

Yes, we were thrilled to see Nuria Martínez Sirvent , CEO and founder of smöoy, among the 10 leading women in the world of franchising , according to Emprendedores magazine.

But the interesting thing is not just appearing on the list.

It's everything that's behind it.

When recognition means something bigger

Some awards only make headlines.

And others that serve to highlight something that has been happening for some time :

the role of women who are leading projects, growing brands , and setting the pace in sectors such as franchising.

This is one of the second ones.

Because it's not just about names.

It's about vision.

He's on a tour.

It's about how to build projects that truly leave a mark.

And that matters in a sector like ours . A lot.

From Murcia to the world (but without shortcuts)

To understand this recognition, we must go back to the origin.

smöoy was founded in 2010 in Murcia , driven by a family with over 90 years of tradition in artisanal ice cream making . And yes, that leaves its mark.

From the beginning we were clear about one thing: to grow, yes… but with purpose.

No going crazy.

No opening just for the sake of opening.

And that has translated into a progressive international expansion, planned and, above all, adapted to each market.

In 2025 we took an important step with 7 new openings in strategic markets , strengthening our international presence and consolidating the model.

Spoiler: It wasn't a coincidence.

International expansion: strategy, not impulse

If anything defines the way we understand the for Growth it is this:

We don't replicate, we adapt.

And that's one of the key points that Nuria shares in the report.

Before entering a market, we analyze absolutely everything:

• Consumer profile
• Consumption habits
• Local trends
• Regulatory framework
• Competition
• Cultural and economic factors

In other words: we listen before we act.

It may seem basic. It's not always done.

Markets that speak for themselves

Over the past year, we have strengthened our presence in key areas:

Singapore, with 3 new units in high-traffic , premium-profile locations

Consolidation in markets like Brunei

Next entry into India , with a planned opening in New Delhi

Expansion in Africa with 2 new stores in Abidjan (Ivory Coast)

Each of these moves is part of a clear strategy.

We're not looking to be in many places.

We want to be well.

Role models who pave the way (and that does matter)

When profiles like Nuria's become visible, something important happens:

Real role models are created.

And role models do two things:

They inspire

They pave the way

For new generations.

For new entrepreneurs.

For new ways of leading within the sector.

And that, beyond any ranking, is what truly makes the difference.

Do you want to know the whole story?

If you're interested in the world of franchising , entrepreneurship, or understanding how brands with real potential are built , the full report is worth reading.

👉 Discover the article in Emprendedores magazine and learn in detail about Nuria Martínez Sirvent's vision on growth and internationalization.

Because some stories can be summarized.

And others that are worth reading carefully.