Madrid, by Hand
Discover the creative soul of Madrid.
A private walking experience designed around craftsmanship, conversation &curiosity.
A True Local Expert
Handpicked by Louis Vuitton to contribute to their Madrid City Guide – recognized for my expertise & insider knowledge. Still currently a valued collaborator today.
Guiding in Madrid since 2014 – over a decade of curating immersive experiences for travelers seeking more than just the typical tourist route.
A direct link to Spain’s creative elite – I personally know the artisans, designers, & trailblazers shaping Spanish craft & style today.
A front-row seat to Madrid’s evolution – having lived here since 2008, I’ve witnessed the city’s transformation & know its creative heartbeat.
There is a side of Madrid I wish more visitors knew existed.
Which is why I have created these Private Walking Experiences that introduce you to some of the people who make Madrid such an interesting place to live.
We’ll step inside workshops, studios and family businesses, and meet some of my favorite artisans, designers and shopkeepers along the way.
Before we meet, I like to learn what you’re curious about so I can create a walk around that. Sometimes that means visiting artisans and workshops. Sometimes it’s independent fashion brands. Sometimes it’s simply spending an afternoon being surprised as we explore the city through the people who make it what it is.
No fixed route. No script. Just a more personal way of getting to know Madrid through someone who has called it home for the past 18 years.
What to expect:
- A private 3 – 3.5-hour walking experience
- 4–5 carefully selected visits
- Meet artisans, designers, makers & creative entrepreneurs
- Tailored to your interests before we begin
- Maximum 6 guests
From 300€
For July 2026: I have availability with as little as 48 hours’ notice.
Madrid, by Hand
is also the name of my twice monthly, free Substack!
Subscribe to step inside the ateliers of the artisans & creatives shaping Madrid today.
Press & Highlights
Vida Premium, "The Palace Hotel rediscovers Madrid's Artistic Side"
(One of my bespoke tours, created for Madrid’s Palace Hotel!)
In English, the article says:
“The Palace Hotel rediscovers Madrid’s artistic side”
Artisanal fashion, hidden galleries, and historic palaces shape three new cultural experiences of up to 3.5 hours, designed for guests and featuring private tours, exclusive access to creators, and personalized visits to some of the capital’s most fascinating corners.
The most interesting cities often hide behind discreet doors, quiet workshops, and neighborhoods that still preserve their own identity. That is precisely the idea behind the new cultural experiences offered by The Palace Hotel Madrid: three private tours designed to reveal a more intimate, artistic, and sophisticated side of the Spanish capital.
The most sensory experience is probably Made in Madrid, an itinerary created to discover Madrid’s creative talent from the inside. Over the course of three and a half hours, the tour moves through the Salamanca district, linking fashion, craftsmanship, jewelry, and gastronomic tradition. Everything takes place far from the usual tourist routes, with direct access to some of the most renowned names in Spanish design.
The experience begins at the historic La Pajarita chocolate shop, founded in 1852, and continues through ateliers and creative spaces where luxury is defined by handmade craftsmanship and attention to detail. Highlights include visits to the colorful world of Ágatha Ruiz de la Prada, the artisanal headpieces of Mimoki, the jewelry of Suma Cruz, and the spectacular Casa LOEWE, now considered one of the places where fashion, art, and architecture come together most beautifully in Madrid.”
Picasso's Madrid Tour
In conjunction with Insider’s Travel & The Palace Hotel Madrid, I organized the Picasso’s Madrid tour, which happened in 2023 to commemorate the 50th anniversary of his death. This tour “Traced the Life & Art of the Revolutionary Master in the 1900s”. It studied the artist’s life & work as well as his short, yet impactful, time in Madrid.
RTVE, Spanish national Radio, interviewed me about the tour. Here is that interview.
Enrique Iglesias, a dream moment
I learned Spanish because of my love of Enrique Iglesias. I ended up moving to his hometown of Madrid years later, and long story short, ended up getting a back massage from him! Here is the video 😉
English Classes on TV, Online, & on... Airplanes!
)& in Marie Claire magazine on some "local-Madrileña-yet-Mom-abroad-advice" (ha!)
“She sat next to Heather (Evans), an American mom who’s lived in Europe for 17 years, and peppered her with questions about schooling. Heather insisted on local schools over international ones. “Now I’m leaning local too,” Kim says. “Because more and more I feel like I don’t want my son to go to a U.S. college after living all this adolescence in Europe. It would feel like a back step.”
Monocle Magazine
A quick interview with me as a guide, recommending when I use my Rolser! Random, but hey why not.
Testimonials
“The tour was hands down one of the coolest things I did in Madrid. Heather knows everyone and everything about the Spanish fashion & artisans scene – she took us to the most incredible boutiques and designers I never would’ve found on my own. It felt less like a tour and more like hanging out with a super-connected friend who just happens to know all the best spots!”
“I was on the hunt for unique pieces for my new NYC apartment, and Heather delivered beyond my expectations. She led me through the most niche corners of El Rastro, introducing me to incredible artisans and collectors with one-of-a-kind finds. It wasn’t just shopping – it was an adventure, full of hidden gems and fascinating people. I left with pieces that have a story, and a whole new appreciation for Madrid’s design scene.”
“My son set me up on a tour with Heather, and I’m so thankful he did – I worked in fashion for years and this was right up my alley. This wasn’t just a fashion tour – it was a deep dive into the minds of Spain’s most daring and creative designers. It could not have been any cooler. I was inspired & it made me see Spanish fashion in a whole new way.”
Cool. Connected. Creative.
Bio
Heather Evans is a champion of Spanish craftsmanship, fashion, and beauty – a true artisanal hype woman. Based in Madrid, she has been curating immersive tours and experiences since 2014 that celebrate Spain’s rich heritage, guiding clients through the worlds of luxury, craft, and style. A current collaborator on the Louis Vuitton Guide to Madrid and deep connections in the Spanish fashion scene, she aspires to be an ambassador and private guide for brands like LOEWE Foundation, SACo, Homo Faber, Círculo Fortuny, Llaves de Oro and Madrid Craft Week. Her work spans writing, interviews, and tours, shedding light on the artisans, designers, visionaries & rebels who shape Spain’s creative landscape. Passionate about slow, intentional, beautiful living, Heather brings history and talent to life, offering exclusive insights into the artistry of Spanish design.
Photo by Carlos Chavarria, from article in Monocle Magazine
