«Why is the tail?» What come to buy? – A woman asks her dog for Moncloa. -No. There is only tail because the site has gone viral and it is cheap. Is that it flips me. But has it went viral where? «At Tiktok.» I can't believe it. «I'm from Chile and I came for that,» add another young woman from the row that gets into the conversation. As this conversation, there are several every day at the doors of the Aurori shoe store, a neighborhood store with more than 50 years of existence in the district of Chamberí, very close to the Moncloa Metro. The lines have been the usual for recent weeks, regardless of heat, sun and hunger – that many supply buying snacks in the front cafeteria. Before, their usual customers were ladies or neighbors of Fernández de los Ríos Street, who saw some shoe that caught their attention in the showcase and entered. Now, there are mostly girls between 20 and 30 who specifically arrive at number 86 of the street, an audience that does not seem like a neighborhood shoe store. It is directed by a Chinese family and its success revolves around the price: shoes from 10 euros with a wide variety of styles.Several people queue to enter the shoe store, this Saturday. Molinano has neither social networks nor website. There are dozens of Tiktok influencers and users who have made it famous. Just put «shoe store» on the platform search engine to leave as the first suggestion. «They say it is the most viral shoe store of all Tiktok and I had to check it. In effect, we found a jewel,» says a girl on the social network. One of the many videos that there is more than 44,000 likes and 13,000 shared; Others reach 21,000 like and almost 7,000 shared. The videos have crossed borders. In the tail people who speak English or with different Hispanic accents are heard. Gabriela Pedraza (28 years old) and Andrés Márquez (29) traveled from Mexico and, although it was a bit improvised, the aurori shoe store was her first stop, without even having left her suitcases. «In Mexico, the algorithm taught me the shoe store and told my husband: 'You have to go. 
Gabriela Pedraza (28 years old) and Andrés Márquez (29) at the head of the aurori shoe store, in Moncloa, on Tuesday, June 10. Natalia Jiménez Segura (El País) just after her, another girl, also from Mexico, also puts herself in the escape to take photos. «I'm staying very close and I took advantage. I'm going to take a few, to my sisters they commissioned me,» says Marien Dávila, 21. This new audience goes to the shoe store, especially in the afternoon, but in the morning, shortly after opening, the traditional clientele continues to arrive: ladies who are around 60 and 70. «I have been coming here for 16 years and I always stay with a shoe. I bought them last year. I bought them, I used them all summer and wanted to buy them again, but I see that they no longer bring them,» says Dora, 73 years old and Argentine nationality, who comes to Madrid since she married a Spaniard. 
A woman contemplating the exposed shoes. Amelia Molinaa The few minutes comes out a lady with one bag and tells another out loud: «I bought an imitation of some shoes that I saw yesterday in El Corte Inglés, and there are others that Zara took last year.»
Positions found among neighbors
The merchants and neighbors of the area know that the shoe store has been in that corner decades, so much that none remembers with certainty how much. «I am 60 years old and I know her of a lifetime. I came with eight years and was already, that is, she has been there,» says one of the merchants in the area who has preferred not to give his name. Remember that before the store was carried by a «Spanish lady», but that for some years – about five or six – the new Chinese owners took over. “It is incredible what social networks move. A couple of months ago I jumped on my Instagram. We are phenomenal because the tail almost reaches our store and thus we have more visibility. Everyone is hallucinating. [el dueño] He did not believe it in dreams, an incredible case is going to be made, ”Fantasa Carmen González, 68, the owner of the Pinsapo florist, located 25 meters from the shoe store. 
A girl shows the sneakers that have been bought. Amale Molinaambos agree that the story is positive for the neighborhood, but not everyone thinks so. «It is amazing. A lifelong shoe store that is raising prices for the influencers of the influencers. A Chinese shoe store, can have no other price. And now, one says by Tiktok and making kilometric queues. What a shame!» Says Rogelio Díaz in a Google review. «Please, stop now … I have been buying there for more than 15 years. No to the invasion!», Ask for another user in the comments of one of the videos. Current owners are effectively a family composed of a marriage of about 50 years and two daughters of 20 and 21 years born in Spain. Everyone attends at the store at different times. They have not wanted to give many details of the situation to El País, they have only answered a couple of questions. «How did they realize that they became viral?» I have Tiktok, I slid, the store came out and I sent it to my parents. People have increased. I don't know if it's because they like it and because they want to have visualizations, ”says one of the daughters. He says that his parents have lived in Spain for about 20 years, and since they have the shoe store, without specifying when, they have had a good clientele, but not like now. «On the one hand, it is very positive, but on the other it is a lot of work,» he says. Before its schedule was from 10.00 to 21.00, but now they close from 15.00 to 17.00 to “order and replenish” products. The replacement or secret where they come and why they can keep them at such a low cost has been aware of responding.
Several people queue to enter the shoe store, this Saturday. Amelia Molina
