Marina Sarruf
São Paulo – A group of ten Brazilian companies in the jewellery sector, coordinated by the Brazilian Institute of Gems and Precious Metals (IBGM) and with the support of the Brazilian Export Promotion Agency (Apex) and of the Arab Brazilian Chamber of Commerce, are going to participate in Jewellery Arabia 2004, in Bahrain, between October 5 and 9. The event is at its 13th edition and usually attracts not only businessmen, but also consumers and jewellery collectors worldwide.
"The Brazilian jewellery industry has developed very much and is more equipped. Our jewellery is opening space on the foreign market," stated Ricardo Vianna, president of Vianna Jóias, which is going to exhibit at Jewellery Arabia for the first time.
According to Vianna, participation in the fair in Bahrain means opening a door into the Middle East, as Vianna does not yet export to the region, but has been selling to countries in South America, North America, Europe, Japan, and Australia for four years.
According to Cristina Furbino Villefort, export manager at company Séculus, also participating in the event for the first time, the event may be a great opportunity for Brazilian companies. "Séculus expects to sell to more Arab customers during the fair," she stated.
"We want the Arabs to have a larger share of the Brazilian jewellery consumer market," added Vianna. She hopes to double export this year in contrast to 2003, and sell 50% of production on the foreign market.
"I believe we are all working so as to reach the US$ 1 billion target (up to 2006)," she added, referring to the Brazilian export target stipulated by the IBGM.
Brazilian companies believe that the sector tendency is to increase export to the Arab countries. "There is great affinity between Brazilians and Arabs, they are an excellent option for import of our products," stated Vianna.
Brazilian design
Brazilian jewellery is much appreciated on the foreign market, due to its creativity, modern design, and, especially, due to the colour of the domestic stones, among them citrines, imperial topazes, amethysts, and others. "Our stones are successful worldwide," stated Cristina.
Arab women are well known for wearing jewellery with large quantities of gold, stones, and diamonds. According to Valéria Barbosa, marketing director of company Vancox, the Arab market is excellent for the company, which is going to participate in the fair for the fourth time.
At the Bahrein fair in 2003, Vancox received a volume of orders that was 80% greater than they had had the previous year. "We hope that the performance repeats itself this year," stated Valéria. "Most of the public visiting the fair are women. They buy very much, especially the wives of Saudi sheikhs," she added.
Another interesting factor is that many grooms visit the event to buy sets of earrings, rings, necklaces, and bracelets to present their future wives.
Profile
The Arab passion for fine jewellery has created a market with a turnover of US$ 30 billion a year. Last year, over 25,000 people visited the fair in Bahrain, a 15% increase with regard to the 2002 edition, being 5,700 visitors (23%) from the jewellery market in Saudi Arabia, Kuwait, Qatar, Oman, and the United Arab Emirates.
The Bahrain exhibition centre is going to include a Brazilian pavilion where the Vancox, Forum Romano, Vianna, Denoir, Gemas Figueiredo, Manoel Nogueira, Manoel Bernardes, Fiamma, Séculus, and Talento stands will be.
Up to now, 24 countries have already confirmed presence at the fair: Austria, Bahrain, Brazil, Canada, Cyprus, Hong Kong, India, Italy, Japan, Jordan, Korea, Kuwait, Lebanon, Lithuania, Portugal, Saudi Arabia, Singapore, Switzerland, Thailand, Turkey, the United Arab Emirates, the United Kingdom, and the United States.
Contact
Arab Brazilian Chamber of Commerce
Telephone: (+55 11) 3283-4066
Fax: (+55 11) 288 8110
ccab@ccab.org.br
www.aeminfo.com.bh
