Javier Nieto: “I grew up in Puente Romano; knowing Marbella from the inside makes all the difference”

Speaking with Javier Nieto (CEO of Pure Living Properties) is to experience Marbella from the inside out. Born in the city, he grew up among the lush gardens of Puente Romano and the corridors of the Marbella Club, observing—almost without realising it—the evolution of a place that would become one of the great epicentres of Mediterranean luxury. Today, that intimate understanding of the city—its streets, its rhythm, its people, and its way of life—is one of the main defining values of Pure Living Properties, the agency he founded in 2008, right in the middle of the financial crisis, when most others were leaving.

He welcomes us into his new office in the centre of Marbella, a bright and contemporary space that complements the agency’s historic base in Puente Romano and symbolises the consolidation of a project that has never stopped evolving. Accustomed to interviewing key figures from the sector for Pure Life—the annual magazine published by Pure Living Properties—today Javier sits on the other side of the table, speaking with Marta Ramos, journalist at elEconomista, about the evolution of a city he knows and loves deeply.

Pure Living Properties was founded almost two decades ago, back in 2008. Looking back now, especially given how complex that moment was for the sector, how do you remember those early steps? What prompted you to start your own agency at such a time?

I remember it as a time filled with uncertainty, but also one of those moments when you have to bet on what you truly believe in. I had been working with rural estates in inland Málaga—beautiful Andalusian cortijos in a market I really enjoyed. But then the crisis struck, and that type of property simply vanished from demand. No one wanted a third holiday home during such a difficult economic moment.

Many colleagues left Marbella altogether—Uruguay, Brazil, wherever opportunities appeared. It really was an exodus. Yet I felt the opposite: that precisely in a moment like that, Marbella would remain a safe haven. Perhaps because I was born here, because I’ve known this city from the inside since childhood, because I understand the strength of its lifestyle.

So I opened Pure Living Properties in Puente Romano, in a small office, just me and a desk. It was a tough beginning, yes, but also an exciting one. I was convinced that even in the midst of a crisis, Marbella would continue to attract people seeking quality of life and investment opportunities.

What was Marbella like at that time? What made you believe there was room for a different kind of real estate agency?

Marbella in 2008 was a city marked by uncertainty. There was sadness, businesses closing, families going through really tough times. But at the same time, the city was already showing that very particular behaviour its economy has—this microclimate, both meteorological and economic, which makes it enter crises earlier… and come out of them earlier than the rest of the country.

Marbella offers a quality of life that is hard to describe unless you’ve lived it: the climate, the gastronomy, the safety, the culture, the sports, the nature, the international environment that makes you feel at home from day one… Foreign clients know this, appreciate it, and seek it.

That’s why I felt there was room for a different type of agency: close, honest, and deeply knowledgeable about the city. And I was right—people kept coming, even during the most uncertain times.

On a personal level, what essence did you want to preserve from those early days through to today?

Without a doubt: closeness and honesty. These are simple words, but maintaining them consistently over nearly twenty years is not easy. From day one, I was absolutely sure that our priority had to be finding the right property for each client—not closing the quickest deal.

That means dedicating hours, even months, to truly understanding what they need, what they’re looking for, what will make them happy. And ultimately, that creates something incredibly valuable: long-lasting relationships built on trust. Today, almost twenty years later, I’m still convinced that the best marketing is a happy client who recommends you because they genuinely felt well looked after.

In these almost two decades, has there been a defining moment or decision that marked a before and after for the company?

Many. But one especially symbolic milestone has been the opening of this new office at the entrance of Marbella. Puente Romano will always be our home—quite literally, I grew up there—but the company needed to expand, to have more space for new departments and a larger team.

Seeing how that tiny office where I worked alone has grown into two offices, an international team, and such a significant volume of work… it makes me feel immensely proud. Every step has mattered, but this one represents the consolidation of many years of hard work.

The soul of the brand

Puente Romano is, in many ways, your hallmark. Beyond being your first office, it has a very personal meaning for you. What does this place represent?

For me, Puente Romano is home. My earliest memories are there: riding my skateboard through the gardens, running around with friends while security chased us for getting too close to where we shouldn’t, watching Björn Borg and Manuel Santana on the tennis courts… It was a magical place for a child.

And the beautiful thing is that today it remains a special place. Anyone who comes to Marbella passes through here. It’s the epicentre of Mediterranean luxury, but for me it’s far more than that: it’s where I grew up, where I learned how to look at the city, and where my bond with Marbella took shape.

Speaking of your childhood… what was Marbella like through the eyes of that child wandering through Puente Romano, unaware that one day it would become his workplace?

It was freedom. It was happiness. It was living without a care in the world. I grew up surrounded by nature, by good people, by friends who are still part of my life today, and by an international environment that broadened my horizons from a very young age.

When I return now and walk those same paths or look at the same tennis courts, I feel something truly special: that although the city has changed and grown, its essence remains intact.

In a market with so many agencies, what has allowed Pure Living Properties to consolidate itself as a reference in the luxury segment?

Our differential value is clear: I know Marbella from the inside. Not just its streets or its neighbourhoods, but its history, its rhythms, and the people who shape its professional fabric—architects, lawyers, developers, municipal technicians… many of whom I’ve known since childhood.

That network of trust, those relationships built over a lifetime, can’t be created in five or ten years. And clients notice it. They know they’re speaking to someone who truly understands the city—not someone who merely sells properties in it.

The team and the know-how

Pure Living Properties has an international team, yet it maintains a very local sensitivity. How do you balance professionalism, closeness, and excellence?

Through careful selection and, above all, attitude. We look for people who align with our philosophy: warm, professional, eager to learn and grow. Today we have more than ten nationalities and speak over fifteen languages.

That reflects perfectly what Marbella is: an open city where no one feels like an outsider. And when you combine local roots with international talent, something very powerful happens—you understand clients from every perspective.

How does that personalised attention translate into the client experience? What makes someone feel truly supported by Pure Living Properties?

Time, dedication, and genuine commitment. Sometimes we find the perfect property in two weeks; other times it takes six months or even a year.

What matters is that the client feels you are searching for the best option for them—that they’re not being pushed into something just to close a deal. And that creates trust. And when a client trusts you, they return and they recommend you.

The international client and the differential value

The premium market works with very demanding clients. How do you understand their expectations so well?

Experience—and sensitivity. Clients who come to Marbella know what they’re looking for: privacy, quality, design, security, and an easy, comfortable lifestyle. And we are very good at reading those nuances.

Plus, having such a multicultural team really helps—understanding their codes, their way of communicating, and even their cultural priorities.

Beyond sales, you offer rentals, management, interior design, renovations… Why was it important to build a 360º experience?

Because genuine luxury isn’t about ostentation—it’s about not having to worry.

Our clients don’t want to deal with a broken pipe, a garden issue, a leak or a tree that fell during a storm. They want to arrive in Marbella and enjoy.

If you had to define your differential value in a single sentence, which would it be?

I’d say we are their partner in Spain. Their point of support. Their peace of mind.

The present and future of Marbella

Marbella is experiencing an extraordinary moment internationally. In your view, what makes it so special for high-end buyers?

Quality of life—pure and simple.
You eat well, the climate is spectacular, it’s safe, the sports facilities are world class, the gastronomy is exceptional, there’s culture, there’s an international atmosphere… and all of it just two or three hours away from the main European capitals. Marbella wins people over from the very first day.

How do you see the evolution of the market in the coming years, especially in the luxury segment?

Very positive. Many buyers are acquiring older villas to completely renovate or rebuild. And the quality of new properties is remarkable: top architecture, exceptional finishes, incredible design.

And more and more international brands want to establish themselves here. That says a lot about the city’s future—Marbella continues to grow, but it’s growing upwards, in quality.

Looking ahead, what excites you most about the future of Pure Living Properties?

Everything we’re building: new developments, full renovations, expanding into other locations like Málaga, Sotogrande, Ibiza or Madrid… But if there’s something that moves me particularly, it’s seeing my sons show interest in continuing what I began.

My eldest worked with us for a while and did very well—he enjoyed it. Now he’s studying a master’s degree in Madrid, and I would love for him to take over one day. And my younger son also shows great promise. Thinking of Pure Living Properties as a family-run company is something that makes me genuinely happy.

To finish, if you had to describe what living in Marbella means to you in a single word, what would it be?

Happiness. That would be the word. Marbella has given me everything. I run along the seafront in the mornings, enjoy time with friends, work in what I love… No matter how much I travel, I always come back here.

And one last question… Do you have a secret place in Marbella where you go when you need to disconnect?

(Laughs) Yes, I do. But I’d rather keep it to myself. If I reveal it, it stops being secret. Perhaps in the next interview…

You can watch the full interview with Javier Nieto on the Pure Living Properties YouTube channel.