Jero Hernández: "I live off tourism, but I am against mass tourism"

PalmaEleven years ago, Jero Hernández Gelabert opened Just Sant Elm, a “sustainable souvenir,” as she describes it, in Sant Elm. There, she mainly sells products that follow the bases of her initiative: fair trade, local products, and craftsmanship. At the same time, the owner demonstrated against Mallorca's tourism model on July 26th.

What is the philosophy behind the commitment to artisan products? 

— My shop has a philosophy of sustainability. The main motivation is to work with creatives and locals. The intention is for my shop to be as sustainable as possible. For me, this refers to distance and materials; working with artisans is a form of circular economy. Although not everything I sell is made in Mallorca. On the other hand, it motivates me greatly to maintain techniques and crafts. For example, materials such as straw, palm weaving, leather, and wood; or shoes, ceramics, and jewelry. This, for me, is most motivating.

Did you go to the demonstration against the tourism model, doesn't that create a contradiction for you as a person who lives off tourism?

— I am against mass tourism, not against tourism or tourists. I live off tourism. People who arrive must have access to local products, both in gastronomy and craftsmanship. This was my intention when I opened a sustainable souvenir: to support the circular economy. In fact, the souvenirs from the 60s and 70s sold almost exactly what I sell: olive wood, Inca leather, pottery from Pòrtol or Inca, and jewelry, of which we have a lot of tradition. Also shoes, an artisanal industry that has unfortunately been lost, but from which Inca lived. It was even exported. My will, and I know it is very ambitious, is to contribute a grain of sand to support crafts made in Mallorca; to return to the origins of tourism so that people could buy local products.

Therefore, are you in favor of the idea of degrowth? 

— Yes, I'm not very clear about the solution, but everyone has to participate and be listened to. The visitor numbers don't add up: Mallorca has quite limited resources, it's evident and objective. Even if it were only for water or for cars on the road, something should be done. From Sant Elm or Andratx, to Palma, the road is blocked. In short, decisions must be made by everyone, and we must try to make it as least traumatic as possible, but we have to make changes. 

Have you seen a transformation in Sant Elm over the years? 

— Sant Elm has changed a lot, but so have Mallorca and the world. The population has concentrated in very specific places, and tourism makes everyone end up in the same spot. I remember that when I was little we lived in Santa Catalina, which is nothing like what it was 40 years ago. We had a grocery store, an appliance store – where we fixed things – a bakery, a stationery shop… we had everything. We didn't need to take the car or go far away. We also walked to school. We can return to this model, but it's an effort we all have to make. 

Returning to your products, how do you make your choice?

— One of the criteria is that it be as sustainable as possible, that is, made in Mallorca and with Mallorcan raw materials. Another reason is that it be commercial. They are not incompatible requirements, in general, people have very good judgment. However, do they have the budget to pay the price? I reflect: what do I prefer, a basket of 80 euros that lasts 40 years, a language fabric that I can leave as an inheritance or a more economical product that deteriorates shortly after? There are tourists who want the magnet and the cheap product, but there are also travelers who want different objects that represent Mallorca. In addition, they are of better quality, which is increasingly valued. The question is whether they can afford it or not. On the other hand, I work with social enterprises, with Fair Trade, Deixalles, Mallorca Sense Fam and the Vicenç Ferrer Foundation. They are different associations or small NGOs. For me it is very important, I think we must try to collaborate in social improvement within our possibilities. 

Do you think the shop, or neighborhood businesses in general, help build community?

— Completely, that wasn't my intention when I opened it, but now it has become so. Neighborhood shops generate community: people pass by, say hello, leave a package… The network you create is one of the things I like most. Last year we opened a second location after eleven years – this one is 100% Mallorcan. There we exhibit Mallorcan artists: graphic work, t-shirts… We want to energize and support emerging artists, first opportunities are very important. It's not an art gallery, but we want it to generate synergies and complicity, in short, a movement of artists and artisans. I try to boost the guild because gentrification has driven artists out of Palma and, even more so, out of Mallorca. They cannot survive with the island's living conditions.

And, to finish, do you see the future of the island?

— On the day of the demonstration, I got excited, I felt that not all was lost. I saw that there are people who are aware that we must take initiative regarding mass tourism: not go against anyone, because tourism is very important (both for the economy and for society), but we must move towards a more sustainable tourism model. And I really liked seeing young people, it gave me hope. However, I see the future as something that we all have to decide together. There are young people who are very clear about what they don't want, who don't have it easy at all, but they keep fighting. Just as previous generations fought for the natural environment or the preservation of culture, struggles that now were taken for granted, but which must be resumed. And it is not simple, because the economic powers, which are not always from Mallorca (they come from outside), will not make it easy.