São Paulo – Qatar and the United Arab Emirates are among the targets for Brazilian jewellery exports. Last week, the Brazilian Export and Investment Promotion Agency (Apex) and the Brazilian Institute of Precious Gems and Metals (IBGM) renewed their Sectorial Project for Gems, Jewellery and Costume Jewellery agreement for the years of 2012 and 2013, and promotional actions will be held in the two Arab countries, among others.
The agreement value is 13.5 million reals (US$ 7.1 million), of which the Apex will supply 70% and participating enterprises will provide the remaining 30%. As of January this year, the registry of enterprises enrolled in the project stood comprised 157 brands.
The goals of the agreement are to increase the export volume of participating companies by 8% in 2012 and 15% in 2013, compared with 2011. Overall exports of jewellery, gems and precious metals stood at US$ 3 billion last year, according to IBGM figures.
Regarding the choice of Qatar and the United Arab Emirates, Deborah Rossoni, Apex Project Manager explains that these countries have already been buying Brazilian jewellery for some time, and the objective is simply to boost sales.
“We conduct quantitative and qualitative studies. We believe that now is the time to step up our actions in those countries,” she says. The quantitative indices analysed include GDP, growth forecast, Brazilian competitors in the country at hand and others. The qualitative variables include cultural relations with Brazil, ease of access for Brazilian companies, etc.
The project ascribes different target markets to different segments in the industry. The Emirates are a target for exports of jewellery, costume jewellery and plated jewellery. Qatar is a target solely for jewellery sales.
“Brazilian items boast unique design,” says Rossoni. “These are items that include different colour stones. Brazil is a leading producer of colour stones. In the past these were not valued, but now they give conventional jewellery a different touch,” says the manager regarding the success of Brazilian jewels in the Arab world.
The actions to be taken include participation of Brazilian enterprises in Middle Eastern trade shows, the Buyer Project, which brings importers to Brazil to attend the National Fair of the Jewels, Watches and Related Articles Industry (Feninjer), in São Paulo, and engage in business matchmaking rounds. Another action is Projeto Imagem (the Image Project), which brings journalists and opinion-makers to Brazil to cover industry-related events.
“We also hold a truck show, i.e. a one-day exhibition of Brazilian items for sale at a jewellery store. It is a promotional launch event,” says Rossoni.
The Apex manager also mentions Projeto Carnaval (the Carnival Project), which has been yielding good results. “The project takes place in Rio de Janeiro. Importers travel to Brazil to take part in matchmaking rounds and watch two evenings of the Carnival. This has given great results because IBGM personnel and companies’ representatives accompany them, and this leads to a great relationship,” he explains.
*Translated by Gabriel Pomerancblum
