Founded in 1924 at Rua do Carmo, Joalharia do Carmo is a shop with History, so classified by the Lisbon City Council for preserving intact its original identity, remaining a faithful guardian of the art of jewellery and Portuguese goldsmithery. The façade, designed by the architect Norte Júnior, inspired the concept of the store. A sumptuous golden crowned heart – a characteristic feature of the spirit of the period when it was built – marks the relationship with Filigree.

The privileged location in Chiado puts Joalharia do Carmo in the centre of the capital and the city’s pedestrian movement, in the same way as its history-laden past linked to Filigree puts it at the epicentre of national jewellery and goldsmithery. You would think that keeping the door open would be more than enough reason for business to flow successfully. And it did.

A true meaning to the art and history of Portuguese Filigree and to the artisans was missing. It was necessary to enhance the work of the artisans who believe in and persist, even today, in Filigree made by hand with ancestral techniques and utensils. even though they lacked recognition and, as such, those who dedicate themselves to this art are becoming increasingly rare. Until now.

In the year preceding its 100th anniversary, Joalharia do Carmo renounced the sale of any piece that is not Certified Filigree, focusing 100% of its offer on pieces that bear a punch and a certification label proving their uniqueness, making them more easily recognised and identified as authentic. Who would dare to do so, eliminating the benefits of a multi-sector business?

A protocol that establishes a social economy model, focusing on artisans

The north of the country tells the story of Filigree in Portugal. It is there that the art takes shape in silver and in 19.2 carat Portuguese gold, one of the purest and most sought-after in the world.

With a cooperation protocol for the promotion and dissemination of the Certified Filigree of Portugal signed at Joalharia do Carmo, in Lisbon, the Value of Time Group (which owns Joalharia do Carmo), the municipalities of Gondomar and Póvoa de Lanhoso and A.Certifica (the certification entity), sign a partnership in an event that is also attended by artisans, fillers and goldsmiths. They are the guests of honour and it is on them that Joalharia do Carmo directs the spotlight, as they witness the signing of the protocol that highlights them in a place that will be exclusively dedicated to them and their art.

For Luís Monteiro, artisan of Oficina do Ouro, “The production of Certified Filigree pieces has been gaining more recognition due to its quality and, above all, the commitment of the Value of Time Group in its representation in Joalharia do Carmo. I believe that the manufacture and knowledge of certified pieces should continue to grow, and it therefore makes perfect sense to integrate such a beautiful art at the heart of Portugal. It is a type of production that demands a meticulous and somewhat perfectionist and inquisitive eye. Above all, it is an art that makes those who observe in detail all the process of execution and details, falling in love. Therefore, it makes no sense not to offer everyone, Portuguese and foreigners alike, the opportunity to showcase the beauty of Certified Portuguese Filigree”.

This is the social economy model in which the Value of Time Group believes, which proves to be economically viable and which defends those at the origin of the value chain. The Group has done so with Barcelos Figurines and with the endogenous products of the Serra da Estrela’s Bordaleira sheep. Now it is the turn of Portuguese Filigree.

What could be rarer and more beautiful than a unique jewel?

The perfect balance between tradition and innovation, history and modernity, this commitment to unique pieces attests to the fact that a jewel conceals pleasures reserved only for those who own it. Certification is a guarantee of authenticity for those who buy them.

For Bárbara Sousa, who manages the project, “Each jewel contains a story, a memory perpetuated in eternity. And if for a long time its value was intrinsically linked to the physical cost, today its value lies in the story, behind the scenes. Filigree is a generational art, which adds design and innovation to the artisans’ know-how. Preserving tradition, Joalharia do Carmo is committed to maintaining the legacy of this Portuguese art, ensuring the exclusive sale of certified pieces”.

With traditional or contemporary Filigree design that is enhanced with sapphires or diamonds, Joalharia do Carmo is now the showcase of genuine certified Portuguese Filigree. One of the most faithful representations of Portuguese popular culture is now presented to the world as the biggest and most distinctive symbol of national jewellery, in the only place in the country that sells, in absolute exclusivity, certified pieces.

www.joalhariadocarmo.pt