Loja da Amélia is the renowned local delicatessen in Ericeira. Not only does the shop have a central location in the town, but it also enjoys a special place in the lives and hearts of the townspeople.
The Entrepreneur Behind the Delicatessen
This is the story of a stay-at-home mother who, after having put her career on hold, still went on to create a successful business for her family.
Her successful shop has been decorated as the best delicatessen in the country in 2013, by the Wine Magazine. After that deserved accolade, Loja da Amélia also earned a nomination for Business of the Year in 2014.
Loja da Amélia ’s Recipe for Success
Amélia’s ingredients for success are no secret. These are as simple as to keep smiling, along with a good dose of dedicated, hard work.
However, what really won the delicatessen the national prize, was a combination of the 4 elements: the excellent quality of products, the wide variety of items, the good value for money, and impeccable customer service.
Excellent Customer Service
Excellent customer service is the shop’s slogan, and Amélia is sure to wear it, as well as her apron, while running her busy shop.
High Quality Delicatessen Goods
The quality of the products in the shop is excellent, often preferring local and avoiding processed food as much as possible.
A good example of this quality is the vibrant display of fresh fruits and vegetables, chosen among the freshest greens and fruits.
Whenever I am invited to tea or dinner, I make sure to stop by Loja da Amélia on my way. I can always find something special for my hosts.
This may be a small, smart tin of tea and a budget friendly box of almond biscuits; a beautiful bottle of organic elder flower cordial; or, even some limes and Mexican beers for a homemade taco night.
A Wide Range of Fine Products
The shelves are plentiful and beautifully arranged. You would be surprised by the wide range of products these shelves can accommodate. Yet, you would have no trouble finding exactly what you need.
Some of the finest ingredients of modern-cuisine may be found on the shelves in perfect harmony with the more traditional ones. Whether you require Parmigiano Reggiano, wasabi, truffle oil or tamarind paste, you will be sure to find it along with much more at Amélia’s.
But, how on Earth does Amélia come up with this exquisite selection? Some of which, even before I realize I need them. The trick appears to be, finding the one product that the customer needs. Thus, the customer is happy and the shop is buzzing with an eclectic crowd, all year-round.
Similarly, the wine selection is quite something. Amélia’s son is in charge and makes sure that whatever is there is truly special, whilst displaying a reasonable price tag.
The Delicatessen Life Story
Loja da Amélia first opened its doors in 1996, in a little shop a few meters from where it is today. But, with time and hard work, the growing delicatessen could no longer be contained in the small space. So, ten years later, the shop moved to its current address.
In 2013, Loja da Amélia expanded again, opening a shop in Mafra, this time. Also strategically located, just in front of the municipal market. This works well, both in Ericeira and in Mafra, as I first go to the vegetable market and then head to Amelia, to finish my shopping.
At present, nearly 25 years after first opening its doors, with 30 employees, the delicatessen is an institution in Ericeira and Mafra. The locals could not do without Loja da Amélia! This is also an inspiring case of a thriving local, small business. As well as the story of an enterprising woman and family cooperation.
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