Portojóia 2022 has Eyes set on the Future of Portuguese Jewellery
We had greatly missed talking to Amélia Estevão, marketing director of Exponor Exhibitions. On the return of Portojóia, after an involuntary two year break due to the pandemic, we wanted to what can be expected from this event, that is so eagerly awaited by the sector, which takes place between the 22nd and the 25th of September.
What were the main challenges encountered in the planning of this year’s fair?
The exceptional context of the pandemic caused an immediate and irreversible need to adapt, both for Exponor, as the event’s organiser, and for the brands and companies with which we established contact. Therefore, the return to the face-to-face format of the fair was one of our first challenges; we tried to overcome this by taking a risk on a hybrid format that could keep the digital channels between exhibitors and visitors open and fluid.It is in this context that the integration of the E + E Platform arises, thinking not only of Portojóia, but of all the fairs organised by Exponor Exhibitions, with the main objective of creating a global ecosystem for the sector, strengthening the relationships that are formed inside and outside the fair. On the other hand, we feel the urgency to reflect on the challenges that the jewellery sector itself is experiencing, through relevant contacts and initiatives. One of the most pressing consequences of the period we went through in the last two years was the transition to a 4.0 industry and the digital environment – transversal to all market agents (with large or small structures). Companies with great solidity and even family roots had to find a new balance between the ancestrality of the jewellery art and technological advances; as for the new companies, despite already being digital natives, they were faced with an extremely competitive market, especially internationally. As an organiser of events directed to the professional public, Exponor intends to affirm itself as a barometer for all these changes, a process that requires an attentive and close look at the sector.
Full interview in the next issue of JoiaPro Magazine.
30 de August, 2022
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