São Paulo – Out of a total of 4,000 jewellery, gems and gold companies in Brazil, 700 to 800 exports their products. Most of these enterprises are small, in a sector in which 80% of businesses are either micro- or small-sized. The remainder consists basically of average companies, whereas there are three or four large companies in all of Brazil. Thus, the jewellery and gold that charm consumers around the world come from the small Brazilian entrepreneurs.
Brazil is the world’s second leading emerald producer, and the sole producer of imperial topaz and Paraíba tourmaline. The country is also a large-scale producer of citrine, agate, amethyst, tourmaline, aquamarine, topaz and quartz. Presently, according to estimates, Brazil accounts for roughly one third of gem production worldwide, except for diamond, ruby and sapphire.
In its majority, precious stone production is made by individual miners and small mining companies, present in virtually the entire Brazilian territory. The bulk of production, however, is located in the states of Minas Gerais, Rio Grande do Sul, Bahia, Goiás, Pará and Tocantins.
In 2009, the sector’s production chain (including mining, retail, jewellery, plated and costume jewellery, polishing, stoneworks, and precious metal products for industrial purposes) posted US$ 3 billion in revenues, of which US$ 1.802 billion came from exports. As of last year, the sector was responsible for 310,000 direct jobs.
The leading buyer markets vary, depending on the type of material sold. Bahrain, for instance, is among the leading importers of gold jewellery from Brazil, whereas Saudi Arabia is one of the most important markets for stoneworks and artefacts from the country. Saudi Arabia, the United Arab Emirates and Egypt are among the world’s 10 leading jewellery consumers.
According to Hecliton Henriques, president of the Brazilian Institute of Gems and Precious Metals (IBGM), gold accounts for the majority of exports. “The price of gold has risen a lot in the last three years, therefore (revenues from exports) have increased significantly, driven by gold.” In 2008, the country ranked 12th in the global ranking of the metal’s production.
With regard to gems and jewels, there was a decline in exports last year. However, the executive believes that foreign sales of these products should increase this year, and expects revenues in 2010 to exceed, by 5% to 10%, those of 2008, a period that preceded the world financial crisis. According to the president of the IBGM, the production chain’s total exports are expected to reach US$ 2 billion in 2010.
One of the actions for increasing the sector’s exports is the agreement for the Integrated Sectorial Project for Support to Gems, Jewellery and Costume Jewellery Exports that the IBGM maintains with the Brazilian Export and Investment Promotion Agency (Apex) since 2007. By the end of the partnership’s first year, the sector’s foreign sales had increased by 22%. In February this year, the agreement was renewed for two years and will receive total investment of 18.3 million reals (US$ 10.3 million). Presently, approximately 330 companies participate in the Integrated Sectorial Project, a figure 30% higher than in the previous agreement.
The activities should include road shows and Brazilian pavilions at nine international trade shows, including JCK Las Vegas and GJX Tucson, in the United States, Baselword, in Switzerland, and September Hong Kong, the sector’s leading events, as well as Jewellery Arabia, in Bahrain, among others.
The agreement also sets 18 priority markets that will be targeted by actions to promote the industry’s exports. Two of the countries are Arab, namely the United Arab Emirates and Qatar. “They have a strong purchasing potential. They are heavy importers of jewels, their income enables foreign purchases of these products to grow, and there is a niche there for Brazil,” explains Henriques regarding the focus on the Middle Eastern countries.
Design and exclusiveness that make a difference
Last year, nine Brazilian companies attended Jewellery Arabia, in Bahrain. According to the president of the IBGM, products from Brazil are very successful in the Arab country. “In Bahrain, Brazilian jewellery is held in very high regard.”
One of these companies is Goldesign, based in the state of Minas Gerais, which for five years has been exporting its gold jewellery with Brazilian stones, such as blue topaz, imperial topaz, tourmaline and aquamarine. To Ana Márcia de Albuquerque, the company’s director/designer, the differential of her jewels is design. “Our jewels are charming, elegant. They (Arab women) love design. (The items) are large, bold. Brazilian jewels attract because of their design, which is very refined,” she says.
The company has existed for 10 years and employs 38 people. Presentl y, 40% of the company’s revenues are from exports to the United States, the Netherlands, France, Mexico, the Caribbean, Bahrain, Cyprus and the United Arab Emirates, the latter two of which are its leading target markets.
In addition to Jewellery Arabia, Goldesign will also participate in a fair in Abu Dhabi, in the United Arab Emirates, and should increase its presence at events in Arab countries even further. “We are considering participating in fairs in Kuwait and Sharjah,” says Ana Márcia. The executive believes that exports may account for an even higher share of the company’s revenues. “It may grow for sure. As we strengthen our brand in the country, customer demand increases,” she claims.
For São Paulo-based company Denoir, exports account for an even larger shaer of revenues: 70%. Its buyer markets include the United States, Europe, Mexico, Paraguay and Uruguay. The company has 50 employees, has been exporting for over 30 years and posts annual revenues of between 2.5 million and 3 million reals (US$ 1.4 million 1.7 million).
Patrícia Rodrigues, the company‘s Foreign Trade assistant, claims that the company has attended trade shows in Abu Dhabi and Bahrain, plus the events held in Basel, New York, Miami and Las Vegas. Denoir exports 18-karat gold jewellery with precious stones, such as sapphires, and semiprecious stones, such as quartz, topaz, pearl, amethyst, and tourmaline. The products’ differential? “They are handcrafted jewels, not serially produced. The orders comprise 50 units, at most,” she says.
*Translated by Gabriel Pomerancblum
