We are the news in the newspaper EL MUNDO
📰 Did you read the newspaper the day after the elections in Spain?
You probably found this…
Yes, we are news too!
💥 Although we live immersed in the world of silent luxury, sometimes we know how to generate buzz.
Editor: Marisa del Bosque
Photo: GORKA LOINAZ ARABA PRESS
Here is the interview translated into English ↘
The manager who pulls the strings of Spain’s super millionaires: “Sometimes you have to stop and put your feet on the ground”
Behind the main fortunes of our country is Lourdes Carbó, a ‘personal angel’ who attends their needs and whims at all costs. In one week they can spend up to two million euros. This is the regular basis of her profession at the highest demand.
Carbó at the terrace of the Antares Tower, one of the most luxurious skyscrapers in Barcelona
GORKA LOINAZARABA PRESS
From arranging a private plane to getting an invitation to the exclusive Monaco Rose Ball, where Lana del Rey was giving her only concert of the season, specifically the one a teenager wanted to see to celebrate a special date. Lourdes Carbó is capable of achieving that and almost everything, from the simplest to the most complicated requests. “Sometimes so much that you don’t even know where to begin,” she assures.
Carbó works as a personal angel, the unknown figure in the shadows who makes life easier for that tiny percentage of millionaires who make their fortunes in our country. A small club that, on the same day, can afford breakfast on deck with French champagne at Miami’s coastline along with oysters for dinner, while watching the sunset in a mansion in Tuscany, without, of course, worrying about moving or packing a suitcase, booking a hotel, buying a ticket or any of the other mundane tasks faced by those who already consider it a luxury to take a few days off the calendar to spread out their towel on a beach.
Far from that condition, for the tiny segment of the population with six zeros in their current account – almost 3% of Spaniards, according to Credit Suisse’s Global Wealth Report – ,enjoying a well-deserved holiday is stress-free since there is nothing to think about: their favourite flowers will be in the vase, cut to the right size and placed in the right position, the caviar will be cooling in the fridge and the yacht will be ready to set sail.
We are talking about rich, very rich. “They are families exceptionally distinct with the rest of society, with very complicated and extraordinary lives, who take 22 people to the other side of the world, to the Hamptons, to celebrate their grandmother’s birthday. As expected, none of the invited pack a suitcase and when they get there they have nothing to do, since everything is already done. That’s part of their tranquility and our duty to fulfill,” remarks Lourdes Carbó, founder of Alberta La Grup, a Spanish company that has become the world’s third largest personal assistant agency for high net worth individuals, social elites and the very successful.
How big? Huge. Last year, Forbes magazine counted 28 multimillionaires in Spain, considering only those with assets worth more than one billion dollars. Far behind them, but also in the economic stratosphere, another 246,500 people exceed one million, according to the consultancy Cap Gemini, with figures from 2021. “These are families who may have 400 domestic servants on their payroll and own an average of five residences – some as many as 12 – around the world, people who don’t hesistate to spend 6,000 euros for a night in a hotel or a bottle of wine”.
Carbó’s clients, eight at the moment, have a “brutal” economic level. “We don’t wonder what they want, we just make it happen,” she claims. “We are the CEO of their private lives, because we don’t deal with any corporate issues, we are there to make the company, the family, work”.
Furthermore, Carbó’s clients have all sorts of requests, specially in summer, when these angels hit the working peak. “The turnover is huge, we operate with a lot of money: a family can spend two million euros in a week,” she states. “So, although we have our own holidays and private lives, like everyone else, we never rest, because things are always happening and you are there to sort them out, whatever it takes; it’s very difficult to separate private life from work.
“We are like the validos of the 21st century, the right hand of the powerful”
As an anecdote, she recalls interrupting her days off to drive a luxury car to a villa where a family was demanding it. “It’s not that much of a sacrifice to drive that kind of car, is it? Specially with the gas is paid for. You don’t get that opportunity every day,” she says. “This profession allows you to travel in a different way and to live experiences that would otherwise be unattainable”.
Her company, which she set up as a limited company in 2011 after capitalising the Spanish unemployement, began by providing services to three families. Now 18 multilingual people work for her – some speak up to seven languages, including Arabic, and Lourdes, five – and they are mainly operate in Switzerland, Dubai, Paris, Monaco, New York and Miami. They manage a network capable of handling anything and anywhere in the world: “The important thing is to know how to move around and contact the expert who can help you; the key is your agenda, if you have contacts, everything is easier,” she says.
These types of companies follow a pyramid scheme: only the angel staff deal with the family, while behind them a whole network of professionals manage any need. For example: solving the theft of the yacht’s dinghy, organising an extra weekend on a Greek island for a teenage girl with her friends or organising 12 dinners with as many different chefs. “But under one condition: that they have to be the best in the world, all with Michelin stars. Families know very well what they want and will pay whatever it takes. And we don’t question it, we manage it. I like to say that we are like the validos of the 21st century, the right hand of the powerful”.
And doesn’t that go to one’s head? “We know what’s in that world, but we are not part of it, it’s not ours. The families we serve make decisions without accounting money, they are looking for experiences. But we also get them discounts, and they like it. Sometimes when we say: ‘It’s a great price’, we stop to weigh and…. Sheesh, you have to stop and put your feet on the ground,” Carbó replies confidently.
She is the best definition of silent luxury, stealth wealth disguised as simplicity. “In this social stratum there are many symbols that make it clear what category you belong to, whether you are nouveau riche, rich de pedigree or just plain rich. And, yes, you can learn them. In fact, you should learn them, because they are decisive, for example, when it comes to hiring a yacht: “You have to know which one to look for; there are some basic minimums that you need to acknowledge”.
It is something so simple yet so complicated for those who do not move in these circles, like checking that the measurements of a private plane are sufficient to allow you to enter it standing upright. “Imagine the situation if the family has to bend down when the day comes,” she remarks.
At what point does someone consider being an achiever? Carbó worked at the corporate level, as as Presidence secretary, and was often asked to help with private matters. “I had colleagues who hated it, but I enjoyed doing it, I found it a challenge. Later, when the family left for North America, I decided to stay and work for them from here, on a personal level. I had discovered this type of business: Concierge companies, in London, and I already had the idea in my mind, I wasn’t discovering fire.
After that, word of mouth did the job, because in this kind of business nothing is advertised. “Our clients only know what’s going on at home, nothing else; we even work for the families of two brothers who don’t know about it.
Anyone who wants to start a service like this can do so without a problem, Carbó insists. “You don’t need much: a computer, a mobile phone and contacts. And work long hours. Has it been easy? No. Can anyone do it? Yes. We work 24/7, but it’s well paid. I’m very ant-like and cautious,” she argues, playing it down.
But the reality is that their work is very well paid: again, another six figure payroll. These are the ones that reward responsibility; the angel staff know the family’s sensitive information, they know what side of the bed everyone sleeps on, whether they will want the yellow or green dishes, how they like to organise their clothes in the drawers, they have the house keys and passwords…. And, above all, they pay for “absolute discretion”, the key to the success of their work.
“Without it, you have little future,” she says. “It’s about achieving the objective (whatever the request) without collateral damage. We are not experts in anything, but we know where to find them. Our job is similar to that of a journalist: we know where to look. There is money to be made, but there is also a lot of stress, you never finish.
Part of the merit lies, also, in moving on two sides. “You have to know perfectly what the family is like, their tastes, but you also need to persuade those on the other side. For example, the person who has to go down to the beach to check whether the sand is white or black. And you also need to get them to come down to check it happily and to want to collaborate with you, so that you don’t get an unpleasant surprise afterwards. You depend on them and you have to use their language.
Carbó describes it in a way that seems simple, but it may not be so simple when it is a profession within the reach of few. What do you have to have to be able to do this? I insist. “We have made a list that includes 137 skills. We could think of more, but never less. And it doesn’t mean you have to have all of them, although there are some that are fundamental, in addition to discretion, languages and empathy”.
That is why they set up The Lifestyle Institute, a unique school in the world directed by her which is the first in Europe to train these discreet and efficient professionals who manage the private lives of the elite. “It came about out of necessity, we couldn’t find qualified people to do the job. I have been self-taught, anyone can, but it takes longer and you’d suffer, hence our course,” she says.
“If you once jump through the hoop of something you don’t like, you’ll have to do it every time”
No matter how talented they were, it took an average of four to six months for those aspiring to find a job with Lourdes Carbó to become somewhat comofortable, a time she did not have. “That’s why the postgraduate thing started. I started with the intention of outlining what is needed to enhance the skills of those who are interested in becoming angels so that they would be up to the task. This profession is exciting, but only for a minority, even though there are a few thousand millionaires. It must be preserved”. So far, there have already been two official calls for applications for her master’s degree, last one being this past June.
In all this time, hasn’t there been anything that has made you think that it has got out of hand? I ask her. “Yes, of course. For example, the day I had to ship bottles of water of a certain brand to the other side of the world, to a Eurasian country. They needed it to wash their hair, because it had the right mineral composition to give them the texture they wanted”.
Along with this frivolity, there are other extravagances that don’t work out, such as when she had to fill a house with 6,000 little glasses each containing a rosebud. “He wanted to surprise his partner, a much younger woman, but he didn’t get the effect he was looking for and she didn’t like to come in and see all that. We had to make them disappear almost immediately, we had to destroy something that had cost us millions in seconds”.
There are many other moments that fill her with pride. For example, when she managed, in extremis, to find lost medical tests at MD Anderson Cancer Center: “We felt it was crucial to find them and we did it thanks to the help of a nurse who went around the building opening drawers left and right. We are there on a day-to-day basis, both during festive events and in delicate situations.
Have you ever had to stop your client and say ‘this is it’? “Of course, if you once jump through the hoop of something you don’t like, you will have to do it every time. I have had to stop working with three families, because there are also some families that you don’t like. And the way you leave also has to be precise; it’s not as simple as saying goodbye”.
-Are we talking about a request that borders on the law?
-No, I simply understood that it was not the way of doing things. And I didn’t do it,” she concludes.
Translation: Mario Ruiz Blanco
Lourdes Carbó, founder and CEO at Alberta La Grup and The Lifestyle Institute, spoke in ‘En Casa de Herrero’, from ES RADIO.
➡️ The whole programme:
Cristina Martí, Personal Angel and Lifestyle Manager at Alberta La Grup and lecturer at The Lifestyle Institute, spoke for ‘Juntos’, a magazine on Telemadrid.
We share with you an excerpt from the interview, where she explained the important role played by Personal Angels. ⤵️
🗞️ Cristina Martí, Personal Angel and Lifestyle Manager at Alberta La Grup and lecturer at The Lifestyle Institute, took part in the magazine Mesa de Análisis on the Andalusian television channel Canal Sur. We leave you with a fragment of the interview, where she talked about the role of Personal Angels. ⤵️
Cristina, assistant to millionaires: “We don’t judge what they ask of us. As long as it is legal and moral, we will do our best to resolve it”
Read this interesting interview with Cristina Martí about Alberta La Grup and The Lifestyle Institute at NIUS DIARIO!
21 March, 2023
And read it in english here:
· These professionals are dedicated to assisting “high net worth individuals” to ensure that they don’t need to worry about anything
· There services fall under at least 300 categories which are provided according to the clients’ needs
· They estimate taking care of around 5,600 tasks per family each year.
Their job is to always be one step ahead and to help their clients avoid worrying about trivial tasks such as buying birthday presents, sorting out boxes after a house move or looking for cleaning staff. They are know as personal assistants or, as they like to refer to themselves, personal angels as they consider themselves to be guardian angels for those whose lives they make easier.
Certainly, some of the tasks they have to take care of are challenges that would seemingly require some help from above, although they take care of them without batting an eyelid: picking up a forgotten teddy bear from a villa in the middle of the mountains, convincing the Little Mermaid herself to appear in the private pool at the birthday party of a little American girl in Spain, or taking a specific brand of bottled water from Geneva to Kazakhstan for clients who only like to drink that particular brand.
Cristina Martí (42) is one of them main protagonists when it comes to these achievements. She has been working as a personal assistant for high net worth clients for the last ten years and she talks about these challenges (that she faces on a daily basis) as though they were totally natural. As she explains, it is her job: the client makes their requests and she (and her team) make them happen.
For example, when she travelled to New York to decorate a hotel room for Halloween to surprise the family’s children, or when she had to pick up a car in Rome and drive it to Geneva so that the top executive she was assisting could arrive on time to his meeting without having to worry about his sports car. Of course, Cristina delivered it looking spotless and with a full tank of petrol.
These are the kinds of requests that arrive to Alberta La Grup Lifestyle Business, SL, the agency in which she works and where they carry out services in at least 300 categories such as home and family, care for the elderly, shopping, travel, family activities or taking care of properties.
The client chooses what kind of service and the amount of hours they want to contract and from there, the magic starts to happen. It could be anything from doing the shopping to what is called a ‘soft landing’ (one of the most requested services) which is simply helping with the ‘landing’ of someone who is getting set up in a new country.
“That was one of my first jobs and I remember it fondly. A client was moving to Spain and they hired us to handle to move. She needed to travel for a month in Europe so we got the house ready, we put away the clothes in the way she liked, and we filled the fridge with her favourite food. We got everything ready: the garden had been taken care of, her pet was at home, the housekeeping staff were hired, her children had a school ready. When she arrived, she found a home that was ready to be lived in”, she explains.
It’s the work of a fairy godmother that she has taken care of many times since she started. “We take care of everything, so that when they move that don’t miss their home country. We try to make sure that their arrival is not traumatic.”
That’s why among their clients (of whom they won’t give us any details) there are footballers who have recently moved from other countries, executives without much time on their hands and other people who prefer to pay and free themselves of their worries.
“The first thing we do is send them a survey that allows us to get to know them better. This way we know what their needs are, whether it will be just for that person or for the whole family, how many hours they need, what they are like and what their tastes and preferences are.”
Question: And from that point on do you offer personalized services?
A: We become their circle of trust, without being their friends. Everything they ask of us, we take care of it. We show them hairdressers, schools that meet the criteria they are looking for, we help the to do all the paperwork for the school, we find them a gym or a personal trainer. We also remind them when they have a doctor’s appointment or when their kids have extra-curricular activities. That’s why a lot of what we do involves anticipating their needs.
Question: So in addition to what they request, do you propose things too?
A: For example, we know when their partner’s birthday is so we can suggest that they go for dinner to a certain restaurant and we will have informed the restaurant beforehand so that they are aware and can put flowers on the table or take care of any special requests. Or perhaps the client has let us know that they love F1 and the Red Bull team so we might suggest that they go to the Red Bull paddock in Miami and we can take care of organizing the trip if they want us to.
Question: Are you available 24 hours?
Answer: There are many different situations: some clients only need assistance until 6pm, whereas others contract our services for 24h. That’s why we work as a team – this way, we know that they will never be without the assistance they need.
It’s very important that there is always someone available. A client may call to tell us that they have forgotten their medication and that they are travelling and therefore we would need to get on a plane and “take it to Dubai”. Or maybe the pipes in their mountain home burst in the middle of the night and we need to “put the family up in a hotel and 3am” and take care of resolving the issue with the insurance.
Question: Have you ever rejected any requests?
A: We are not here to judge what they request, as long as it is legal and moral we will do our best to resolve it. It’s a challenge for the team. A while ago, a client told us that their daughter was very sad because in the U.S. she had been a friend of the Little Mermaid who she had met at a birthday party and to whom she wrote letters. When she came to live in Spain, that relationship became complicated, so we looked for a Spanish Little Mermaid. We organized a pool party and the little girl found the new Little Mermaid their. The client and their daughter were delighted.
Q: It sounds like things never get boring!
A: Not everything is so exciting. We also deal with more simple requests. We take care of paying fines, sending a taxi with a phone charger when the client forgets it, taking the children to their basketball practice or helping to organize a dinner with friends. But of course, we do have very exciting requests. Right now we are taking care of a trip to Disney for a family and not only do we need to take care of flights, arrival, accommodation, etc. The planning starts before all this: who will take care of the house, the pets, the garden, who to call in case the alarm goes off, who will take them to the airport, etc.
Q: Have you ever failed to resolve a request?
A: We try our best not to. We have a great deal of the work already done and we take good care of our relationships with suppliers. If the client needs a reservation in an exclusive restaurant, the staff there already know who we are. If they urgently need their suit dry-cleaned, we already know where to take it. When we don’t find what they need, we can adapt. It could be a case in which the client likes their household staff, but they don’t know how to cook what they want or they don’t know how to iron their shirt the way they like it, in this case we would show them how.
Q: Have you ever rejected a client for being rude or inappropriate?
A: Our clients know who we are and we understand them well. If some of them don’t ask for things in a polite way, we know that it’s nothing personal and we always work in a professional manner, unless it was somebody who was constantly disrespectful. We have said ‘no’ to many people.
Q: What are the requirements to become a personal assistant?
A: We once got together to count them and there were 137 skills that were required as an assistant, but basically we can summarize it as showing willing or excitement to do this job because it is a vocation, and a demanding one at that. Furthermore, you need to have professional ethics, good time management skills, know how to handle your emotions, politeness, languages, know how and be multi-talented. One day you might be organizing a top itinerary, and the next running to pick up a bag from the gym.
It is a job that, according to what Lourdes Carbó, the CEO of the agency in Barcelona told NIUS, is very well compensated. “We take in at least 60,000 euros a year, but it all depends on the family we are working with”, she says. What is certain is that it is well earned. According to their calculations, throughout the year they carry out on average 5,600 tasks per family.
Editorial The Lifestyle Institute | Author: María José Núñez | January 2023
‘Never Stop Learning’ is The Lifestyle Institute’s slogan and we would like to explain the five main reasons why.
We love to explain each and every one of our foundations and fundamental ideas, as well as everything to do with the world of Lifestyle Management and the figure of the Personal Angel. We have already analysed what it means to be a private personal assistant, its meaning throughout history, the skills required to become a PA, what being elite means, what luxury is and many more concepts that, if you haven’t already discovered them, we invite you to do so through our editorials and those of Alberta La Grup.
(Sigue en español)
“Learning never exhausts the mind” (Leonardo da Vinci)
Therefore, this is the hashtag that goes with us everywhere: in each of our publications, presentations, media appearances and, of course, in our classes on the Postgraduate course. What connotations does it have? Let’s take a look! #NeverStopLearning:
- We don’t need to go into detail what it means to never stop learning… Part of our main objectives on the Postgraduate course is the idea that we are in a perpetual state of learning, both ourselves (the lecturers) and you (the student or reader of this article).
- Constant learning because when you train to become a Personal Angel, you are becoming part of a profession in which you are always going to have reinvent and update yourself. If you have already been working for many years in another industry and have decided to open your horizons and try a new career, you will be constantly learning new concepts.
- Why would you ever stop learning? Simply put, nobody said we should stop, however many years pass us by. The motivation to learn and continue studying is always there. And if, on top of that, it redirects us towards other professional pathways, even better!
- Back to the idea of having more than one vocation. Why are we told from the day we are born that we have one mission in life? We could have one, two or many more vocations.
- Finally, #NeverStopLearning goes hand-in-hand with our other slogan ‘Let’s fly!’ because if you never stop learning, you will be totally prepared to open your wings, take off and, of course, fly high! This is one important thing about the Personal Angel profession… As the painter Frida Khalo once said “Feet, what do I need you for when I have wings to fly?”
#NeverStopLearning: nuestro hashtag de cabecera
Autora: María José Núñez | Barcelona, Enero 2023
Que nunca dejes de aprender es nuestro lema en The Lifestyle Institute. Y queremos explicarte las razones… Nuestras cinco buenas razones.
Nos encanta explicarte el por qué de cada una de nuestras premisas y fundamentos, y en definitiva, de todo lo que envuelve el universo del Lifestyle Management y de la figura del Personal Angel. Hemos llegado a la conclusión de que hemos analizado lo que significa ser asistente personal privado, su significado a lo largo de la historia, las aptitudes que hay que tener para convertirse en un PA, qué se palpa en la élite, cómo es el lujo y un largo etcétera de conceptos que, si no los has descubierto ya, te invitamos a que lo hagas a través de nuestros editoriales y los de Alberta la Grup.
“El aprendizaje nunca agota la mente” (Leonardo da Vinci)
Asimismo, es el hashtag que siempre nos acompaña en cada una de nuestras publicaciones, presentaciones, apariciones en medios y, por supuesto, en nuestras clases del Postgrado, ¿qué connotaciones tiene? ¡Vamos allá! #NeverStopLearning:
- No hace falta desgranar lo que significa que nunca dejes de aprender… Parte de uno de los objetivos principales de nuestro Postgrado: que estamos en un aprendizaje continuo, tanto nosotros (los lecturers) como tú (el alumno o el lector de este editorial).
- Aprendizaje constante porque al formarte como Personal Angel estás apostando por una profesión con la que siempre vas a tener que reciclarte y actualizarte. Y si ya llevas años trabajando en otros ámbitos pero has decidido abrir horizontes y probar con esto, también estarás en un ‘non stop’ de cultivarte.
- Parar de aprender. ¿Por qué? Sencillamente, nadie dijo que había que dejar de hacerlo, por mucho que pasen los años. Las ganas de prepararse y seguir estudiando siempre están ahí. Y si encima nos encauzan hacia otros caminos profesionales, mejor aún, ¿no es así?
- Y volvemos a la idea de tener más de una vocación. ¿Por qué nos enseñaron que nacíamos con una misión en la vida? Podemos tener una, dos o muchas más vocaciones.
- Y, por último, nuestro #NeverStopLearning tiene que ir ligado a nuestro ‘Let’s fly!’ porque si nunca dejas de aprender, estarás absolutamente preparado para que tus alas comiencen a alzar el vuelo, y por supuesto, ¡a volar alto! Es lo que tiene la profesión de Personal Angel… Pues como ya dijo la pintora Frida Khalo… “Pies, ¿para qué los quiero si tengo alas para volar?”
We were at the ‘Building Futures’ talk at El Apartamento in La Roca Village, by Bibiana Balbé, where Lourdes Carbó, founder of TLI and Alberta la Grup, was invited to participate in the debate on ‘Hospitality, the art of empathy’. Together with journalists and entrepreneurs in the Luxury industry, she shared her reflections as an expert in creating quality experiences.
Editorial The Lifestyle Institute | Author: María José Núñez | December 2022
What we have learned in 2022… we can summarise them in 12 concepts: plan, trust, obtain, progress, explore, anticipate, encourage, observe, undertake, add, distinguish and fly.
(Sigue en español)
Our 12 milestones for 2022 are:
- We have planned towards the III Edition of the Postgraduate and we have started it, with great success of participation, and in 2023 we are going for the next four weeks and for the IV Edition….
- Trusting in the importance of our work has been another of our premises, and this has been transmitted in the trust that our Postgraduate students and our clients in Alberta la Grup have placed in us.
- Obtain recognition for our work is something we are deeply grateful for this year, with The Lifestyle Institute being honoured by the Prestige Awards and Spear’s Magazine selecting us among the best lifestyle management agencies in the world.
- Progress is one of our ongoing goals, and 2022 has been pivotal in this regard. We’re going for more!
- We have explored other worlds (we always do): London, Paris… and in 2023 other destinations await us… New York.
- Anticipate… Always anticipate what the client wants and/or asks for. This is one of our main mottos as Personal Angels. And we wanted to extrapolate it to another new project that we have had in mind for some time but in which we are finally climbing the first steps to, in the future, launch it into the air: the first PA Labour Market Report.
- We encourage by stimulating our students to identify their qualities as professionals. And for those who have been Senior EAs for more than 10 years and wish to make the leap into the private sector, we encourage them to do so, with this year’s brand new PRO PROGRAMME.
- We have observed… We always analyse deeply with our keen eye (we are a bit birds, a bit angels…) the reality that surrounds us, in order to update, reinvent ourselves and spread and disseminate in the Postgraduate the learning that future Personal Angels need. Therefore, we have offered new and current subjects, contents and lecturers, such as: On Beauty, Private Aviation, Managing Celebritries, etc.
- Undertaking new challenges is another fact that goes hand in hand with us since TLI was born. 2022 has seen us being entrepreneurs on many occasions, and of projects that we will announce already in the next year…
- That institutions such as Nexia Institute and The London School of Economics, among many others, have counted on us to give visibility to our profession has been a real honour. Joining and collaborating always adds up.
- Distinguish ourselves, stand out, showcase our work… But always with the discretion and excellence that our profession demands. This year we have done just that: we have opened a small crack in our window to show what we are, what we do and what we try to present as a professional option that has been invisible to many until now. The following media have echoed this: Forbes, TV3, Cuatro TV, La Sexta TV, Cadena Ser, Diari Ara, VIA Empresa, L’Econòmic, etcetera.
- And as always, we have flown high! We are proud of everything we have achieved and we believe we have reached our ultimate goal: TO FLY… Always, of course, landing when it’s time, learning new routes and managing the atmospheric changes we encounter along the way.
Goodbye to 2022!
And welcome, 2023. Let’s fly!
Copyright ©by Alberta La Grup
If you wish to re-print this article or photos, that’s fine. Just include the biography at the end of the article. Thank you!
Los 12 hitos de 2022
Autora: María José Núñez | Barcelona, Diciembre 2022
Qué hemos aprendido en 2022… podemos sintetizarlos en 12 conceptos: planear, confiar, obtener, progresar, explorar, anticipar, impulsar, observar, emprender, sumar, distinguir y volar.
Nuestros 12 hitos de 2022 son:
- Hemos planeado hacia la III Edición del Postgrado y la hemos empezado, con gran éxito de participación, y en 2023 vamos a por las siguientes cuatro semanas y a por la IV Edición…
- Confiar en la importancia de nuestro trabajo ha sido otra de nuestras premisas, y ello se ha transmitido en la confianza que nos han otorgado nuestros alumnos del Postgrado y nuestros clientes en Alberta la Grup.
- Obtener reconocimiento a nuestro trabajo es algo a lo que estamos profundamente agradecidos este año, con la distinción a The Lifestyle Institute de los Prestige Awards y como Spear’s Magazine que nos ha seleccionado entre las mejores agencias de gestión de estilo de vida del mundo.
- Progresar es uno de nuestros objetivos permanentes, y 2022 ha sido fundamental en este aspecto. ¡Vamos a más!
- Hemos explorado otros mundos (siempre lo hacemos): Londres, París… y en 2023 nos esperan otros destinos… New York.
- Anticiparnos… Siempre adelantarnos a lo que quiere y/o pide el cliente. Ese es uno de los principales lemas como Personal Angels. Y lo hemos querido extrapolar a otro nuevo proyecto que tenemos en mente desde hace algún tiempo pero en el que por fin estamos subiendo los primeros peldaños para, en un futuro, lanzarlo a volar: en el primer Informe del Mercado Laboral de los PA.
- Impulsamos al estimular a nuestros alumnos a identificar sus cualidades como profesionales. Y a quienes llevan más de 10 años como EA Senior que deseen dar el salto al sector privado, que lo hagan, con el estrenado PROGRAMA PRO de este año.
- Hemos observado… Siempre analizamos profundamente con nuestro ojo avizor (somos un poco aves, un poco ángeles…) la realidad que nos rodea, para actualizarnos, reinventarnos y difundir y divulgar en el Postgrado el aprendizaje que necesitan los futuros Personal Angels. Por ello, hemos ofrecido nuevas y actuales asignaturas, contenidos y lecturers, como: Sobre La Belleza, Private Aviation, Managing Celebritries, etcétera.
- Emprender nuevos retos es otro hecho que va de nuestra mano desde que nació TLI. 2022 nos ha visto ser emprendedores en muchas ocasiones, y de proyectos que anunciaremos ya en el próximo año…
- Que instituciones como Nexia Institute y The London School Economics, entre muchas otras, hayan contado con nosotros para dar visibilidad a nuestra profesión ha sido un verdadero honor. Incorporarse, unirse y colaborar siempre suma.
- Distinguirnos, sobresalir, mostrar nuestro trabajo… Pero siempre con la discreción y excelencia que nuestra profesión exige. Este año lo hemos hecho: hemos abierto una pequeña rendija de nuestra ventana para enseñar lo que somos, lo que hacemos y lo que intentamos presentar como una opción profesional hasta ahora invisible para muchos. Los siguientes medios de comunicación se han hecho eco de ello: Forbes, TV3, Cuatro TV, La Sexta TV, Cadena Ser, Diari Ara, VIA Empresa, etcétera.
- Y como siempre, ¡hemos volado alto! Estamos orgullosos de todo lo obtenido y creemos que hemos conseguido la meta final: VOLAR… Siempre, eso sí, aterrizando cuando toca, y aprendiendo nuevas rutas y gestionando los cambios atmosféricos que nos encontramos por el camino.
¡Adiós a 2022!
Y bienvenido, 2023. Let’s fly!
Editorial The Lifestyle Institute | Author: María José Núñez | December 2022
As we all already know, the word ‘elite’ means belonging to a select minority. In other words, being part of a group that has a privileged status… something along the lines of “being a chosen one” within a certain environment, whether that be economical, political, business-related, sporting, musical, intellectual, etc.
(Sigue en español)
Up to that point, we all understand the concept of ‘elite’, which, in case you didn’t already know, comes from the French verb ‘élire’ (to choose). So, what does being elite really mean? Do we really understand what belonging to this group of people implies and what kind of pressure it carries with it? For most mere mortals, in analysing the crème de la crème we realise that it is not all about pomposity and, in reality, means some sacrifices that most likely outweigh all the honours and privileges that come with this position.
This takes us to our next point: Is it really worthwhile being part of the elite? Very few people truly know the answer to that question and probably keep it to themselves, thus prolonging the attractive mystery that living in those conditions requires.
However, going back to the origins of this reflexion, we want to understand what being elite really means. We therefore need to take into consideration that being a ballet dancer at the Bolshoi Theatre in Moscow, considered to be some of the best dancers in the world, is not the same as belonging to the political elite. Nor is the physical effort the same between an elite sportsperson and a supreme intellectual. Nor is the richest businessperson in the world the same a being an international popstar.
In reference to an article in the publication ‘Magazine’ in which they go behind the scenes of the omnipotent protagonists of the Russian ballet on their way to the grand prize: reaching the elite level. The word on all of their lips is “sacrifice”, which may sound like the antithesis to “privilege” and spells out the need to sacrifice time and even your personal life to become a great ballerina. But is this the only way to become successful and thus considered ‘elite’? In other words, the way your life will constantly have to be? A life full of honours, power, lavishness, but also sacrifice, dedication and unlimited effort.
Does being part of the elite therefore simply require determination, or also blood, sweat and tears? If we take a look at different social environments, we can establish certain characteristics that they have in common that lead people to be integrated in the distinguished ‘club’:
- Behind any sportsperson, musician, ballerina or elite artist there is a tenacity and persistence to want to be the best in their field and to reach excellence. The question that we want to put out there is: what comes next? Once you manage to join the elite, how do you maintain that? Does becoming elite motivate people as much as wanting to achieve it? In the book, ‘The Tightrope Walker’s Journey’ (‘El viaje del equilibrista’) by David Blay and Daniel Abad, a tale about balance in life, they analyse this topic in a very interesting and reflexive way, especially in the consideration of what comes after success.
- Absolute determination to be outstanding. The line between personal and professional life becomes blurred. They are ‘top’ in their area of expertise and that brings with it some consequences, which includes leaving aside some areas of life that would be better dealt with if they were not part of the elite. This is where the role of the Personal Angel comes in: managing complex lifestyles with high acquisition power, so that the individual – someone belonging to the elite- can dedicate their time to that which is truly important, the things they enjoy and the things that make them happy.
- All the effort, ambition and dedication required to become the best at something brings, at the same time, some concessions that are within the reach of very few – the ‘chosen ones’ we mentioned at the beginning. That’s what truly contributes to the term ‘elite’.
- These privileges are connected to power. That feeling of authority, wealth and superiority that reaching your own dreams can produce. The concept of being ‘superior’ (in the good sense of the word) in a certain environment.
- Influence in society. That power, aside from privilege, money and a quality of life above the rest, allows the ability to influence society in a greater measure than other people, precisely because of the level of preponderance and superiority acquired.
With the knowledge that we possess as Personal Angel, how can we contribute using our experience with the elite, what it’s like and how it all comes together? In the upper echelons, there are people with very different backgrounds, as with any other humans, but perhaps they are united in the fact that their existence is far from the simple, ordinary, or typical… In the end, the elite are a minority when compared to the rest of the population. Each ‘typical’ situation in daily life ceases to be so ordinary: for example, waking up (maybe you wake up each day in a different hotel), eating (in the best restaurants), doing sport (with a personal trainer), working (with several personal assistants and from anywhere in the world), taking family holidays in exclusive locations…
At this point, we could continue immersing ourselves even deeper inside the world of the elite and all that is required to exist within it, but just as when you dare to zip up your wetsuit and dive to the bottom of the sea, you can understand its beauty and what it would be like to live there for a few hours, but, unless we turn into sea creatures – or in this case, members of the elite – we won’t have ever have enough knowledge to understand exactly what life is like there. Well… maybe there is one person who understands what life is like for the elite: a Personal Angel, who, in the end, is there to lend them their wings whenever they may need them.
¿Qué se palpa en la élite?
Autora: María José Núñez | Barcelona, Diciembre 2022
La palabra élite, como todos sabemos, significa ser de una minoría selecta. Es decir, pertenecer a ésta es formar parte de un grupo con un estatus privilegiado… algo así como “ser de los elegidos” en un ámbito concreto, ya sea la élite económica, política, empresarial, deportiva, musical, intelectual, etcétera.
Hasta ahí, tenemos claro el concepto de ‘élite’ que, por si no lo sabías, proviene del vocablo francés ‘élire’ (elegir). Pero ahora bien… ¿realmente qué se palpa dentro de la élite? Y sobre todo, ¿conocemos qué implica pertenecer a esta noble categoría y la presión que ello supone? En la lejanía del resto de los mortales y analizando a la ‘flor y nata’ nos encontramos con que no todo es pompa y, de hecho, permanecer en ésta conlleva una serie de renuncias que, seguramente, compensen todos los honores y prebendas de contar con dicho posicionamiento.
Asimismo, ello nos lleva al siguiente planteamiento: ¿merece la pena estar en la élite? Esa respuesta sólo la tienen unos pocos y, seguramente, se la queden para sí mismos, prolongando el atractivo misterio que supone residir en esta condición.
No obstante, y yendo al origen de esta reflexión, queremos conocer qué se cuece en la élite. Para ello, debemos tener en cuenta que no es lo mismo ser un bailarín o bailarina del Teatro Bolshói de Moscú, considerados dioses de la danza, que pertenecer a la crème de la crème de la política. Ni supone el mismo esfuerzo físico ser un deportista de élite que un intelectual supremo. Ni ser el empresario más rico del mundo es similar a ser una estrella universal del pop.
Remitiéndonos a un artículo de la revista Magazine en el que muestran la trastienda de los todopoderosos del ballet clásico ruso, los protagonistas exponen lo que supone el camino hacia ese gran premio: llegar a la élite. Y en boca de todos aparece la palabra “sacrificio”, que puede que suene a antítesis de “privilegio”, y matizan la necesidad de sacrificar (valga la redundancia) el tiempo, e incluso, la vida personal para llegar a ser un gran bailarín. ¿Pero eso es sólo la ruta a seguir para conseguir el éxito, y por lo tanto, ser considerado élite, o más bien la línea que va a seguir constantemente su vida? Una vida plagada de honores, de poder, de agasajos… pero también de privaciones, entrega y esfuerzo sin límites.
Entonces, ¿estar en la élite requiere empeño, o también, sudor y lágrimas? Si damos un repaso a los distintos entornos sociales, podemos establecer ciertas características en común que conlleva el estar integrado dentro de este distinguido ‘club’:
- Perseverancia. Detrás de un deportista, músico, bailarín o artista de élite existe una tenacidad y un tesón por ser superior en su ámbito, por alcanzar la excelencia. La pregunta que dejamos en el aire es: ¿y que hay después de llegar a la élite? Una vez lograda, ¿cómo mantenerla? ¿motiva tanto llegar a la élite como haberla alcanzado? En el libro ‘El viaje del equilibrista’, de David Blay y Daniel Abad, una fábula sobre el equilibrio en la vida, se analiza este aspecto de una manera muy interesante y reflexiva, especialmente en lo que se refiere a qué sucede tras la obtención del éxito.
- Entrega absoluta en el marco en el que destaca. La vida profesional y la personal se difuminan. Es ‘top’ en el terreno que pisa y ello acarrea unas consecuencias, como son dejar de lado otras esferas de su vida que no siendo de la élite, quizás estarían ‘mejor atendidas’. Y ahí entra el rol del Personal Angel, gestionando vidas complejas, de alto nivel adquisitivo, para que su cliente -ese individuo situado en la élite- pueda dedicarse a lo que realmente le interesa, le gusta o le hace feliz.
- Todo este esfuerzo, afán y ahínco en adquirir la magnificencia en algo, comporta, a su vez, unas concesiones que sólo recaen en unos pocos, los ‘elegidos’ de los que hablábamos al principio. Y lo que da nombre este término, que es ‘élite’.
- Y estos privilegios van ligados al poder. Esa sensación de potestad, poderío y supremacía que produce alcanzar los propios sueños, ser ‘superiores’ (en el buen sentido de la palabra) en un ámbito concreto.
- Influencia en la sociedad. Ese poder, aparte de prebendas, dinero y un nivel de vida por encima del resto de los mortales, otorga la cualidad de influir en la sociedad en mayor medida que otras personas, precisamente por esa preponderancia y esa supremacía obtenidas.
Del conocimiento que poseemos como Ángeles Personales, ¿qué podemos aportar sobre nuestra experiencia con la élite, cómo es y cómo se anida allí? En las altas esferas residen individuos con biografías personales diferentes y únicas como sucede con cualquier ser humano pero, quizás, con existencias que se alejan de lo simple, de lo ordinario y de lo habitual… Al fin y al cabo, la élite es minoría respecto al resto de la población. Cada situación ‘corriente’ de la crónica diaria deja de serlo: como amanecer (puede que te levantes cada día en un hotel nuevo), comer (en los mejores restaurantes), hacer deporte (con un entrenador personal), trabajar (con varios asistentes personales y en cualquier lugar del mundo), hacer viajes familiares en lugares exclusivos…
Y llegados a este punto, podríamos seguir haciendo una inmersión cada vez más profunda de lo que hay en el interior de la élite y de lo que entraña habitar allí pero tal y como ocurre cuando nos ataviamos con el traje de buceo y nos adentramos en el fondo marino, llegaremos a comprender su belleza y lo que supone vivir así durante unas horas pero si no nos convertimos en animales acuáticos -en este caso, en élite- no llegaremos a tener el conocimiento suficiente como para saber cómo es la vida allí. Bueno… quizás sí existe esa persona que puede llegar a comprender lo que conlleva ser élite: un Personal Angel, que al fin y al cabo, está ahí para prestarle sus alas cuando las necesita.