Interview with Antonia Rudilla Asensio

A publicist by training and an entrepreneur by vocation, her ability to identify opportunities and turn them into successful projects has positioned her as a key figure in the fields of marketing, communications, and public relations. In this interview, she shares her inspiring journey, the challenges she has overcome, and her vision for the present and future of entrepreneurship.

Born in Barcelona, ​​she is a distinguished professional in advertising, marketing, corporate communications, and event planning, specializing in interior design. She began her career at Antena 3 Radio as Advertising Coordinator and later assumed key roles at Grupo Z, where she stood out as Head of Production at Panorama magazine until 1994.

In 2017, she founded Yoanna Cosmetics, specializing in Korean cosmetics, where she serves as Commercial and Development Director. In 2023, she joined the Relais Group, occupying the position of Managing Partner of Public Relations and Communications at Relais Madrid. Her leadership and strategic skills have positioned her as a leading figure in public relations and business management.

As a mother of three with a stable job, what motivated you to start your own business, and why did you choose the world of cosmetics?

It all started with a very personal need. My mother was battling cancer, and due to chemotherapy, her skin suffered significant deterioration. We looked for specific beauty treatments to help her, but in Spain and Europe, we couldn't find options designed for this sensitive skin type. Through research, we discovered that in Asia, where skin tends to be more delicate, the cosmetics industry had made significant progress in this field.

Coincidentally, my sister traveled to Korea for work and there she found innovative products that could be effective for these cases. We saw a great opportunity not only to help my mother, but also to bring these treatments to Europe and benefit many others in similar situations. Thus, Yoanna Cosmetics was born, a brand dedicated to importing and offering Asian cosmetics adapted to European skincare.

As we've seen, your entrepreneurial career began in the world of cosmetics and later expanded into gastronomy with the Relais Paris group. What led you to take that step, and what commonalities do you find?

My foray into gastronomy was the result of coincidence, but also of my ability to identify opportunities. At a dinner in Marbella, I met the president of the Relais Paris group, who was looking for the ideal location to open a restaurant in Madrid. He asked me for help finding it, and at that moment, I realized I didn't want to limit myself to being a mere intermediary: I wanted to be part of the project.

I proposed becoming a partner in the new venture, and fortunately, my enthusiasm and vision were well received. With the experience of the Relais Paris group and my personal involvement, we managed to create a successful restaurant in Madrid. For me, both cosmetics and gastronomy share the same principle: the art of creating memorable sensory experiences. Just as the world of beauty seeks to awaken emotions through textures, fragrances, and well-being, gastronomy achieves the same through carefully designed flavors, aromas, and environments.

Furthermore, both sectors require passion, attention to detail, and a genuine connection with the customer. This experience allowed me to expand my business vision and demonstrate that creativity and intuition are key to success in any industry.

You have embarked on and consolidated your career in two seemingly distinct sectors: cosmetics and gastronomy. How have you evolved in both fields, and what lessons have you learned over the years?

Over the years, I've learned that success lies not only in a good idea, but also in the team that makes it a reality. In the cosmetics world, the support of my family has been fundamental: my sister and my nephews have been key pillars in building and consolidating the project. The pandemic was a turning point, forcing us to close our flagship store and focus entirely on the online channel. Thanks to their commitment, talent, and vision, we managed not only to overcome this challenge but also to evolve and adapt to the new needs of the market.

In gastronomy, surrounding myself with passionate professionals has been equally essential. Creating a unique experience for guests depends not only on a good concept, but also on the synergy between chefs, sommeliers, and a dining room team that shares the same passion for excellence.

Furthermore, I've realized that the key to staying relevant in any industry is the ability to adapt and reinvent myself. In a constantly changing world, flexibility is essential to continue growing.

Each challenge along this path has represented a lesson and an opportunity to improve. But, without a doubt, the most rewarding thing has been seeing how these projects have not only prospered, but have positively impacted the lives of those who trust our products and services.

How do you envision your future, both personally and professionally?

For me, the present is the only thing that truly exists, and what I choose to focus on. Living in the present and now allows me to enjoy every moment intensely, without worrying about what's next or getting stuck in the past. I think people often obsess over planning for the future, forgetting that real life happens in the moment we're living.

I'm not interested in projecting what will happen because I trust that the path is built step by step, with each decision and each experience I have every day. I prefer to focus on what is within my reach in this moment, on the projects I'm passionate about, and on the people around me.

Furthermore, living in the present gives me the freedom to adapt, to be flexible, and to take advantage of opportunities that arise without fear of change. It doesn't mean I don't have ambitions or dreams, but rather that my focus is on enjoying the process without anxiety about the final destination.

The future is uncertain, but today is tangible. And as long as I continue moving forward with passion and determination, I know that each day will bring something valuable without the need to plan ahead.

As I talk with Antonia, I sense that her energy and enthusiasm transcend any age. Her experience is undeniable and has shaped her career, but what truly impacts me is her dynamic spirit, her freshness, and the passion with which she talks about her projects. Antonia has not only forged a solid path in different sectors, but she has done so while maintaining a vibrant attitude and a mindset always open to new opportunities.

What advice would you give to young people starting their journey as entrepreneurs?

Her answer is clear and forceful: "Believe in your dreams and fight for them."

For Antonia, success doesn't depend solely on talent or opportunities, but on determination and perseverance. Entrepreneurship is not an easy path, but those who believe in their vision and work with passion are the ones who make a difference. She also emphasizes the importance of learning from every obstacle, surrounding yourself with people who inspire and add value, and not being afraid of change.

Her message is an invitation to take risks, to trust in yourself, and to remember that the key to success lies in perseverance and the attitude with which you face each challenge.