Intro: Ibiza, as we know it today, is a modern vibrant island that can give you nearly every kind of experience you desire. Not so long ago this marvelous piece of land surrounded by the crystal-blue waters of the Mediterranean was experiencing high demand for exclusive services for sophisticated guests. Serena Cook was the one, who challenged to improve the situation. She founded the concierge company Deliciously Sorted Ibiza, which became the trusted guide for the island`s guests eager to have access to high-quality luxury services. This year Deliciously Sorted was recognized by Luxury Lifestyle Awards as the winner in the category of The Best Luxury Concierge Service in Ibiza. We talked to Serena about heading concierge business in Ibiza and changes that the island has been the trough for the last decades.

Luxury Lifestyle Awards: Serena, Deliciously Sorted is not the first business in your life. Please tell us what was before it and how did the previous experience help you achieve success in Ibiza?

Serena Cook: I set up my first business, a Mediterranean restaurant, in Colombia when I was 21. I was reading Hispanic studies at the University of Bristol, during which you had to spend your third year abroad. I saw an opportunity, as at the time the Colombian diet was very much meat and rice. I then ran the restaurant remotely while I graduated.

It taught me so much especially ensuring my fluency in Spanish, which I use every day!

I then set up England`s first certified organic restaurant which was too ahead of its time and didn’t make any money. A business failure is the best business course ever, you will never make the same mistakes again. As the concept did not work, when I closed the restaurant, I was offered a job in Ibiza!

LLA: What prompted you to establish the concierge company in Ibiza?

SC: My first job in Ibiza was cooking lunch in 3 private villas. As I was in the client´s homes they would ask me for my recommendations or to make reservations. A table at Pacha, a boat trip to Formentera, translating to a car hire company, etc, etc… That’s why I set up Deliciously Sorted, as Ibiza was a rough diamond 20 years ago and clients needed direction and a reassuring voice. My background in food explains the Deliciously and the Sorted is the sorting!

LLA: What are the key services provided by Deliciously Sorted?

SC: Couture concierge, bespoke events and luxury villa rental.

LLA: In your opinion, what features of your team helped the company reach the top?

SC: My multi-lingual, hugely professional team is extremely comprehensive. For example, each account manager has his or her supplier specialty; domestic staff, boat hire, nightclubs, hotels, health and beauty, sport and fitness. They are truly experts in their respective fields. Between them, they speak 10 different languages and my Senior managers have 43 years between them working for me!

LLA: It is almost two decades that Deliciously Sorted occupies its niche in the market. How did Ibiza change during this period? Has your company influenced these changes somehow?

SC: The island has gone from rough to polished in terms of suppliers and the level of service you now receive on the island, as well as the international brands moving in. Nowadays we are used for the unparalleled access we have to the hidden gems, the elusive tables which are hard to get now are so popular in Ibiza. We have attracted a more discerning clientele, with services such as ours the world´s elite feel confident to come to the island. After all, our USP is Ibiza´s most trusted.

LLA: More than 10 years ago you co-founded Ibiza Preservation Fund. Would you tell us please about this organization and its achievements?

SC: Conscious that Deliciously Sorted was facilitating more tourism coming to the island I wanted to give something back and although more people were discovering Ibiza try and ensure its sustainability. We are entering our 12^th year and it is very exciting. We have raised 1.5 million euros for the environment. We stopped the threat of oil and gas prospecting in our beautiful waters, we have re-introduced rare breeds, we initiate pioneering projects to farm the island so we can all eat more local, we are running a very successful plastic-free program, we are trying to create a marine protected area. There is no end of projects to engage in and NGO´s to support.

LLA: What are your favorite places in Ibiza?

SC: Ibiza is so beautiful everywhere! North, South, East, and West. Still now, 20 years later I drive across the island being so grateful for my life on this beautiful magical free-spirited island.

LLA: This year Deliciously Sorted was recognized by the Luxury Lifestyle Awards as one of the best concierge services in Ibiza. What are your thoughts about receiving this award?

SC: The ethos of Deliciously Sorted and my fantastic team truly deserve this. I honestly know no other concierge that is as comprehensive or attentive as ours and I am truly grateful to all my staff for constantly striving to ensure this.

LLA: Serena, you are an experienced entrepreneur. What advice can you give to the young people making their first steps in business?

SC: Firstly, I applaud any young budding entrepreneur as these days there is so much competition in any business and it is hard to create a concept that has never been done before.

Secondly, once you have your concept, take tax and legal advice. It is fundamental, especially if you are setting up a company abroad as I did. Processes differ hugely in any country, even if they are all members of the European Union, for example.

Thirdly, try, try and try again! Deliciously Sorted is my third business, my first two businesses taught me invaluable lessons all of which have contributed to the success of Deliciously Sorted.