In 2005, when almost no one was buying fashion online, David Bell made a decision that seemed risky but turned out to be visionary: launching Pretty Ballerinas as one of the first Spanish single-brand retailers to embrace e-commerce. From his training as a biologist to his serendipitous entry into the world of footwear in Menorca, Bell shares how that early gamble laid the groundwork for transforming a century-old artisanal brand into the international leader in flat shoes. A talk about intuition, digital foresight, and how tradition and innovation can move forward together.