A great drawing that includes the phrase The pair of txalapartaris and Ences hizkuntza, entsoinua, has until recently dressed a showcase of Puente la Reina. Amaia is the door of the Aizpún art and design workshop.

In the modern works of art inside the shop there are also some details of the Basque tradition. “Often art shows our nature and roots and can be a kind of gesture for the Basques,” says Aizpún.

Painting, sculpture, painting, graphic design, jewelry and ornaments… The young artist works in various subjects, teaching drawing and painting workshops for children and adults. Three years ago he entered the Euskara merkatara project.

This programme, established in 1994, is part of the linguistic relations of transactions. It was born with the aim of promoting the use of the Basque Country in Burlada and has gradually received the support of many other peoples. A total of 10 local entities have adhered to the plan: Ansoáin, Aranguren, Villava, Berrioplano, Berriozar, Burlada, Puente la Reina, Cendea de Olza, Huarte and Zizur Mayor.

The Emun cooperative, whose axis is Euskera and social innovation, manages the campaign with municipal technicians. Shops of all kinds participate: hairdressers, bars, florists, physiotherapists or art workshops such as that of Aizpún.

“In general, it is an Basque people, but the Vasco-speakers are not so much,” the Cardinal said. For this reason, no Euskaldunes groups have been set up for the workshops so far. “It is very difficult to bring together those who want to work the same age, hours, the same language and the same modality, especially in a small town.”

In collaboration with the Tortotxiki Foundation, he has managed to ensure that children’s workshops are held in Basque. “This institution works a lot in the normalization of the Basque Country in Puente la Reina, as AEK does with adults.”

For this reason, it sees the need for projects such as the Basque Country to trade. “It is important that traders and those who work in public learn and use Euskera to take our language out into the street and this campaign offers the right means to do so.”

Language technicians have direct contact with traders to set up a personalized plan. From time to time visits are made to the shops to collect the linguistic situation and agree on the steps to be taken to promote the use of the Basque country.

Sellers who sign the agreement do not need to know Basque. Everyone decides what level of commitment they want to make.

The programme is subsidised by municipalities, so it is free for traders. In addition to the translation and advisory service, they are also provided with material resources. Among others, opening hours, ‘open’ or ‘closed’ posters, fact sheets, sales posters, campaigns and ads with special dates. In addition, facilities and aids for the learning of the Basque language are offered to traders, and in recent years many sellers have started to teach.

First Word Tabernary in Basque

This is the case of Anabel Larrayoz, who carries the bar of the Artica culture house and has made numerous attempts to learn Basque. He has studied in the Basque Country, in the Language School and in the schools dedicated to merchants, among others. In the latter, the problems of schedule have been the main obstacle, as being the classes at noon is incompatible with the work of hospitality.

However, she has not stopped studying and meets every Monday with a group of locals to practice Basque and talk about it. During the school year they meet in the house of culture with a village teacher, and in summer they meet in their bar on their own.

She also says that she tries to speak in Basque with her nephews, but they answer “grandmother, she speaks badly in Basque” and confesses that they usually turn to Spanish. “They speak Basque at school, but outside of it very little, because at home they have no choice. Therefore, they relate language to academics; and it is a pity.”

In this sense, he points out that “trade has a major influence on the linguistic landscape of our peoples”. “If merchants said greetings and basic things in Basque, the language would be more alive,” Larrayoz said. “Children and society as a whole would see it as a street language, of everyday use,” he added.

In the Inn of Artica there are posters that collect some basic phrases in Basque and many look at him with curiosity. “Without a doubt, the phrase Hau etxean burualdia is the most successful, because someone tells me it every day,” he jokes the tabernacle. “It’s a sign that people look at the poster, and there are people who also try to ask for it in Euskera,” he added.

According to Larrayoz, “Euskaldunes customers are grateful to see signs, notices and posters in Euskera. They identify space as a respiratory zone. In addition, even if I don't do it well, they like to know that I'm learning Euskera, try it with them. It makes them illusion.”

The hotel owner believes that Basque students find it hard to speak in Basque because of embarrassment. It encourages new Basque traders to “stop complexes and use them to the fullest”.

However, Larrayoz has complained about the lack of patience of many Basques and Basques with whom they are learning. He says that he adapts well to the essentials, dismisses people, wonders what he wants, charges himself, etc. “But when you start the conversation and you see that it costs me a little bit to change language.”

The artist says he has not had "any hostile attitude" during all these years when developing his project. “I believe that mentality is changing, respect for the Basque country is gaining ground in recent times.”

Also, Aizpún, along the same lines, says that the initiative has brought no drawbacks: “There is a percentage in Gares that opposes Euskera, but fortunately it is a minority.”

In his opinion, adherence to the Basque country “is a plus, a way to improve the service”. He believes that more than closing his doors opens up opportunities, because it can be a way to reach the audience he's interested in.