Rosy perfumery, the First Perfumery of San Cristóbal de la Laguna, will definitively close its doors this Friday. Established in 1968 by Rosalva de León, the business has been a commercial touchstone in the city for over five decades and is featured on the list of the city’s historical shops, boasting more than fifty years of existence.
Carmen Rodríguez, more widely known as Loli and daughter of the founder, explained to Notices diary that the decision to cease operations is due to a number of factors that have complicated the survival of small businesses. “It’s time to weigh things up. It’s not worth it to carry on another year. It’s a situation of ‘I want to, but I can’t’,” she expressed sorrowfully.
The beginnings of the first perfumery of the lagoon
The tale of Perfumería Rosy commenced at the intersection of Viana Street and La Herradores, where Juan Rodríguez, Rosalva’s husband, operated a bookstore. In a modest corner of the shop, she began to sell products of the era, including talc, abéñula, rice powders, and classic fragrances, like Chanel No. 5.
As demand grew, in March 1968, they opted to rent a premises on the same street, opposite the bookstore, to launch their own perfumery. They commenced offering perfumes and beauty items in bulk, with hair lacquer available in sachets. Customers would bring their containers and request five pesetas of Varon Dandy or 1916.
The venture soon became the hub of family life. “After school, we would do our homework there,” reminisces Loli, recalling the Saturday showcases at the shop.
For over forty years, her sister Rosa has been at the forefront. “My mother and she have been the essence of the perfumery.” Loli joined the business approximately twenty-five years ago, after dedicating herself to caring for the third generation of the family, who has always been eager to collaborate in El Comercio.
Trailblazers for exclusive brands in the city
Aside from remaining a family-run establishment, Perfumería Rosy was a trailblazer in introducing exclusive brands to La Laguna: they were the first retail outlet for L’Occitane and Sensai, when it was still known as Kanebo. A decade ago, the perfumery was compelled to relocate from its original location, but it has managed to adapt to the realm of social media and the proprietors have continued to educate themselves to stay ahead and avoid becoming outdated.
Nonetheless, competition from large franchises and supermarkets poses an ongoing challenge. “All pharmacies offer dermoesthetic products, and the supermarkets stock perfumes and cosmetics… competing with all that is tough,” remarks Loli.
These factors, among others, have impeded their sustainability and have played a pivotal role in the decision to close down. “I’m taking advantage of the fact that the rental contract has expired and that a well-known perfume chain is coming to town. It’s time to weigh everything up, and it doesn’t make sense to continue another year of turmoil. A significant life change lies ahead. Handing over the keys will be difficult,” says the founder’s daughter, tearfully.
Queen Sofia visited the perfumery
Christmas campaigns and Mother’s Day were the peak moments for the perfumery. “We sourced gifts from Germany and Italy, crafting personalised handmade adornments. Customers recognised that this packaging was unique to Rosy.” They prided themselves on providing a highly refined service, with the notable achievement of receiving no customer complaints in fifty-seven years of operation.
Perfumería Rosy has welcomed numerous notable visitors, including figures from royalty, film, and music. “One day, my sister told me: ‘Come, Luis Tosar is here,’ and I initially thought she was joking. When I stepped out, there he was, with his wife and children,” recalls Loli. Queen Sofia has also frequented the store, remembered for a Eau du soir by Sisley, as well as the singer Amaya Uranga from Mocestades.
They especially value the ongoing support received from the City Council. Adriana, the founder’s granddaughter, highlights the contributions of the business association La Laguna Commercial Zone: “They have consistently been there for us, promoting campaigns that have significantly boosted our endeavours in recent years. They have helped us immensely. I cannot express my gratitude enough.”
Among the most challenging moments faced by the business was the onset of the Covid pandemic, which left them unable to generate revenue while still having “numerous expenses to cover.” However, as Loli states, nothing compares to the profound grief felt with the passing of her mother in December 2015. “That year was extremely tough.”
The conclusion of an era
This week, the perfumery is offering discounts of up to 40% to clear its inventory. Some customers have aimed to make a final purchase before the closure. “We will miss them,” expresses one long-time client who visited this morning. People cherished them for their service, products, and genuine connections.
“There are countless stories, numerous memories. Many years of toil and sacrifice. We must remember them with joy and, above all, with pride,” concludes the founder’s daughter.
This Friday, Perfumería Rosy will shut its doors after more than five decades in La Laguna. Its legacy will endure in the hearts of its customers, who have experienced three generations of personalised service and commercial heritage.
