Ricardo Lop, the sword seller who succeeds on TikTok: "I wanted to keep alive a municipality that is my home"

Ricardo Lop, a sword seller turned internet entrepreneur, has become a sensation on TikTok, using his unique blend of traditional craftsmanship and digital marketing to build a thriving business. Based in Castelserán, a small town in Teruel, Spain, Lop operates a shop called Aceros de Hispania, which sells swords, knives, and other sharp-edged tools through an online platform. His success has brought international attention to the quiet village, transforming it into a tourist destination known for its iconic Excalibur sword, mounted on a bridge over the river Guadalope. Lop's journey began in 1999, when he attended a local course aimed at teaching older adults how to use email. During one session, he discovered the internet’s potential beyond simple communication. Intrigued, he began exploring online resources and eventually found himself researching fishing tackle catalogs. This led him to realize that products could be sold globally, a concept foreign to him at the time. The revelation sparked a change in his life, leading him to start experimenting with e-commerce. Inspired by this discovery, Lop visited his brother’s store, where he encountered a display of catalogues. He randomly selected one featuring knives and immediately recognized the opportunity. With little knowledge of technology, he launched his online venture, creating a website to sell his wares. Despite his lack of formal training, he approached the task with determination, believing that simplicity made his site accessible to others with similar limited experience. The early days of his business were marked by trial and error. Lop faced challenges related to logistics and payment systems, yet he remained undeterred. He understood the growing importance of social media in building brand awareness and began posting content daily, even during major holidays such as New Year’s Day and the Feast of the Virgin of the Pillar. Though he admits his videos often have technical flaws, he emphasizes that consistency is key. “It’s like planting an olive tree,” he says. “You water it every day, care for it, and eventually, it will bear fruit.” His efforts have paid off. On TikTok alone, Lop has amassed over 600,000 followers, making him a notable figure in the platform’s Spanish-speaking community. His videos showcase his passion for blades, blending historical references with modern-day appeal. Each post reflects his deep connection to both his craft and his hometown, reinforcing his belief that his work helps preserve the identity of Castelserán. In addition to his commercial success, Lop has played a role in promoting his town. The Excalibur sword, installed on the bridge in 2019, became a symbol of hope during a period of political uncertainty in Spain. Lop proposed the idea as a metaphorical test of leadership, suggesting that whoever could remove the sword would be chosen as president. While the idea was symbolic, it resonated with locals and visitors alike, drawing crowds each summer eager to take photos with the legendary blade. As his influence grows, so does the interest in Castelserán. Tourists flock to the area, drawn by the combination of history, culture, and the unique charm of a place that has found new life through the internet. For Lop, the journey from a curious learner to a successful entrepreneur is just the beginning. He continues to work tirelessly, driven by a vision that extends beyond profit, his goal is to ensure that his hometown remains vibrant and relevant in the digital age.