Alonso Aznar: The Son of Aznar Who Started Selling Bracelets on the Beach

Alonso Aznar: The Son of Aznar Who Started Selling Bracelets on the Beach

The paradox is perfect: in a country where meritocracy is more slogan than reality, the son of former Prime Minister José María Aznar is portrayed as a self-made entrepreneur. According to a May 2024 El Mundo article, Alonso Aznar "started as a child selling bracelets on the beach, where it doesn't matter whose son you are." This phrase, which could be the script of a motivational coach, has triggered a wave of skepticism far beyond the corrosive humor of social media.

The Profile of a 'Self-Made Man' Made in Spain

Alonso Aznar, son of José María Aznar and Ana Botella, is an executive at The Consello Group, an international advisory firm whose board includes names like tennis star Serena Williams. His photo with Javier Milei at the Argentine embassy – where, he says, he attended "in his capacity as an entrepreneur with a presence in Argentina, not for political reasons" – and his commitment to the wealthy Mexican Renata Collado complete the picture of a winner. However, the story of the bracelets clashes with an uncomfortable reality: the Aznar name may not weigh much, but the relational capital of a family that has accumulated power for generations does.

The Debate on Meritocracy in Spain

The reaction to the El Mundo article illustrates the tension running through the Spanish economy: the discourse of individual effort faces a reality of cronyism and endogamy. On one hand, some argue that Alonso Aznar has known how to leverage his contacts and education to build a career – after all, all entrepreneurs use their networks. On the other, a majority view holds that his trajectory is the perfect example of how elites perpetuate themselves: "if he weren't his father's son, he'd be working in a call center for peanuts," is the argument. The underlying problem is that Spain lacks a real popular capitalism, where anyone with a good idea could compete; entry barriers are high, and access to power circles remains a hereditary privilege.

Data That Contradicts the Narrative

While Alonso Aznar metaphorically sells bracelets on the beach, more than 100,000 candidates apply for state civil service exams with salaries around €1,100 per month. Engineers, doctors, and professionals with multiple languages spend years memorizing study guides to obtain a public position. This comparison is not trivial: in Spain, the lack of opportunities for those without connections pushes thousands of talents toward the public sector, while prestigious surnames gain access to boards of directors without apparent effort. The irony is not lost on anyone: meritocracy, in the end, is a privilege for those who can afford it.

The Family Dimension: Over Three Centuries of Influence

A thread running through the debate is the Aznar family history. This is not just about a former Prime Minister father: Alonso's grandfather, Manuel Aznar Zubigaray, was a first-rate journalist and diplomat, linked to the Basque Nationalist Party (PNV), Falangism, and the country's intellectual elite. The family, originally from Echalar (Navarre), has held positions of power for "200 or 300 years," according to some sources cited in the discussion. Alonso's brother, Chema (José María Aznar Botella), was also in the spotlight for his work at an investment fund related to public housing. In this context, the idea of a "self-made man" sounds like a fable for mass consumption.

What Lies Behind the Bracelets?

The open question is whether Alonso Aznar is a successful businessman or the product of a system that rewards surnames over merit. His inclusion in The Consello Group, his presence at international events, and his wedding to Renata Collado – heir to a Mexican fortune – indicate that, indeed, he has known how to navigate the right circles. But the real problem is not him, but the narrative being constructed: telling us that anyone can reach where he has reached with just "tenacity and guts" is, at best, a bad joke for those who do not share his starting point. With the data on the table, the sarracena of the story still does not add up.