Joanes studied Humanities and Communication in Spain and Austria and specialized in Luxury Brand Management in London. Since then he has worked in Spain, Switzerland and Qatar, to finally settle down in San Sebastian, where he has managed the Communication Agency MATE COMUNICACIÓN since 2013. (http://www.matecomunicacion.com). From 2015 he has also managed BASQUE LUXURY (http://basqueluxury.com), the association of luxury brands of the Basque Country.
He has also written two books, and collaborates occasionally as a writer with a fashion magazine, and direct the BASQUE LUXURY MAGAZINE.