A work burnout in London, the move to Alicante and a crazy business idea turned into reality, led to the creation of Swallow. The cafe of the Cypriot Grigoris Loizou which was recently awarded as one of the best in the whole of Spain.
How did a Cypriot find himself in Alicante?
I lived and worked in London for years after my studies. At some point, during the pandemic, my wife and I decided to leave. We spent a year in Cyprus and then ended up in this city which has seen significant growth in recent years. Eventually, we stayed there permanently. Alicante has a strong Mediterranean and Spanish character, with many elements reminiscent of Cyprus. The people who are warm, the lifestyle, the habit of going out late to eat and spending time with friends, enjoying life – it all creates a homely feel and that’s why we loved it.
And how was the idea for Swallow born?
I wanted to start my own business. Until one morning I woke up and told Laura that I want to open a specialty coffee shop. I was always fascinated by the coffee culture I had met in London, even though my knowledge of the subject was minimal at the time. So I started reading, training and learning as much as I could about the world of coffee. At the same time, I was looking for the right space, a space that would inspire me and allow me to realize the vision I had in mind. That’s where it all started.
What is the coffee culture like in Spain?
As in Cyprus, there is a great love for coffee. You see it everywhere: from the morning, when people buy their coffee along with something light to eat, to the breaks of the day, when people sit outside and enjoy it in peace. In the field of specialty coffee, however, things were different. Although the scene is growing dynamically in cities like Madrid and Barcelona, in Alicante there was an obvious void. I saw it growing in London and other places I visited, while in our city there were only three coffee shops dealing with specialty coffee. This is how the idea was born to create a warm and welcoming space, with careful aesthetics and a real love for coffee, that would cover this need.
What were your first steps to implement it?
I was looking for the right place for about a year. I would wake up every morning, walk the streets, see signs, pick up phones and start all over again. Finally I found this place in the historic center, in a passage that leads to the castle of the city which overlooks the sea. Back then it operated as a bar and club, so extensive changes had to be made. It didn’t even have windows and was low-ceilinged, but it had the conditions to transform into what I had imagined. Together with my designer we wanted to create a modern Mediterranean space, full of plants that radiates a sense of relaxation. It took months of work, but the result justified us. At the same time, I attended classes, worked for short periods in other coffee shops and tried to surround myself with people with the same passion for coffee. The more I learned, the more I realized that quality in the cup is not enough – the experience and the environment in which you enjoy it are just as important. At Swallow we tried to combine both.
The name ‘Swallow’ hides quite a personal story, doesn’t it?
I used to have a swallow tattoo. When I was working at a startup and we were trying to build our own company, as soon as we managed to launch the product, I got burnout. The next day I couldn’t even turn on the computer! This lasted about a year, I was completely exhausted… When I started looking for a way to do something completely different, Swallow was without a second thought the name I wanted the business to have, because of this new beginning and the life I wanted to build.
What does its ranking among the 100 best coffees in Spain mean to you?
This distinction is above all a recognition of the efforts and effort we put into creating it. I have dedicated a large part of myself to it, along with the team that supports it every day. We are talking about a huge market, with around 4,500 prospective coffee shops, among them some of the best known in Europe. When you find yourself competing against all these names and finally manage to stand out, you get even more motivation to keep going. Entrepreneurship isn’t easy, especially when you’re trying to build something special in a smaller town. Such distinctions, however, give you the confirmation and energy to go one step further.
How did you react when you were told the results?
When we received the message on Instagram informing us of the award, I had a hard time believing it. It wasn’t until the day of the award ceremony that I fully realized what had happened. It wasn’t until we took our seats and the announcements began that I really felt the intensity and excitement of the moment. It was a great feeling, not just for me, but for the whole community we’ve built around Swallow. For someone who started from Cyprus and found himself in Alicante creating something from scratch, this moment was of particular importance. To see an effort recognized, while conveying elements of Cypriot hospitality and our own culture around coffee, was really special.
How is the evaluation done?
The process is 70% based on the judgment of industry professionals, who anonymously visit stores and review every aspect of the experience, from the quality of the coffee and food to the service and overall atmosphere. The remaining 30% is formed by the public vote, thus combining the professional evaluation with the opinion of the customers themselves.
Is there a Cypriot element you carry in Swallow?
I think it’s mainly in the philosophy and the way I deal with space and people. When I enter the space, I feel like I’m in the Mediterranean. The hospitality and passion for this venture are elements I carry from Cyprus. At the same time, I try to introduce Cypriot coffee to customers, explaining the process and the culture that goes with it, but using specialty coffee. It is a way to combine Cypriot tradition with the world of specialty coffee. Also in my plans is to bring a traditional Cypriot sand jizve, which I would love to see happen by the end of the year.
Where did you grow up? Do you keep in touch with the island?
I grew up in Latsia, Nicosia and, although my life is now in Spain, I maintain a very close relationship with Cyprus. Today, when we return to the island, we live in Larnaca and I try to come as often as possible, because I want to keep in touch with the place and, of course, with my family. Now that I have an eight-month-old son, this has taken on even more importance. I want him to visit Cyprus often, spend time with his grandparents and grow up in touch with his culture and roots.
What are your dreams for Swallow?
I would like it to evolve from a successful coffee shop into a recognizable brand with an international presence. I’m not interested in the logic of rapid expansion or opening dozens of stores, but building a complete identity around it, with a clear philosophy and aesthetic. We are already working in this direction, developing our own coffee and a range of products linked to the coffee shop experience, gradually building a lifestyle brand. In the long term, I would like to see it gain a presence in different cities of the world, in places like London and Berlin, maybe one day in Cyprus too!
INFO: Swallow – Specialty CoffeePl. del Carmen 13, Alicante, Spain, @swallow_specialtycoffee
