#10. Entrepreneurship, Growth, Basque Cheesecake (La Maritxu) | Lucía Larragoiti

Lucía Larragoiti is the founder of La Maritxu, a Basque cheesecake brand that has brought a taste of the Basque Country to London — growing from a side project into one of the city’s most loved spots.

In this conversation, they explore what it really takes to build something from scratch — from the uncertainty of the early days to scaling a business while working full-time as an architect. They also discuss the importance of staying open-minded, keeping things simple, and adapting when things don’t go as planned.

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00:00 - Meet Lucía: The Basque Baker Behind La Maritxu

00:38 - Where She's From & Life In London

01:02 - Growing Up Basque: A Culture Of Good Food

02:05 - From Bilbao To London: The Architecture Career

02:34 - Life As An Architect: Lessons & Insecurities

03:16 - Overcoming Insecurity At Work

04:27 - Starting The Business While Still An Architect

04:35 - The Origin Story Of La Maritxu

05:01 - How Her Sister In Ecuador Started It All

06:07 - Taking Orders From Home & Going To Food Markets

07:42 - Balancing Architecture & The Cake Business

09:15 - Going Full-Time & Opening The First Store

10:28 - The Stress in the Early Days

12:00 - How Her Architecture Background Helped

12:57 - Opening Day: Empty Shop & A Pessimistic Neighbour

14:00 - The Influencer That Changed Everything

15:01 - Scaling From 25 To 150 Cakes A Day

17:27 - What Makes A Basque Cheesecake Different vs NY Cheesecake

18:30 - One Classic Flavour & New Collabs

19:01 - Running A Business With Your Sisters

20:04 - Tips For Family Business Communication

20:32 - Growing From One Store To Three In London

21:37 - Just Start: Don't Wait Until Everything Is Perfect

22:28 - The Reality Of Entrepreneurship

23:08 - Adapting When Things Don't Go As Planned

24:22 - Scaling The Recipe: Handcrafted vs. Factory

26:19 - Keep It Simple: Advice For Entrepreneurs to Scale Their Business

26:52 - The Future Of La Maritxu

27:26 - Wholesale vs. More Stores

28:53 - Rapid-Fire Q&A + Final Thoughts

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Guest Social Media: @LaMaritxuLondon

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