JoiaPro, 20 years giving face and shine to the sector

JoiaPro was created to give voice to a sector that lives between tradition and innovation. Twenty years later, the magazine is much more than a specialized title: it is a memory, a stage,  and a mirror of goldsmithing, jewelry, and watchmaking in Portugal. By leafing through two decades of editions, one tells not only the story of a publication, but also the evolution of an entire universe of brands, workshops, creators, and companies that helped shape the sector’s identity. 

How it all began 

In the early 2000s, the sector needed its own space for information, debate, and inspiration. There was a lack of a platform that would professionally and regularly bring together new product releases, trade fair coverage, international trends, and the stories of the key players who often worked behind the scenes. JoiaPro emerged precisely to fill that gap. 

The editorial project was born with a clear mission: to create a bridge between industry, retail, and design, bringing together manufacturers, goldsmiths, jewelers, watchmakers, designers, and suppliers. From the outset, the magazine adopted a professional yet accessible stance, striving to speak the language of the sector without sacrificing journalistic rigor or critical perspective. Over its first few issues, it established itself as a trusted source of information, quickly recognized by companies and professionals. 

Two decades of covers, stories, and trends. 

The covers of JoiaPro are, in themselves, a human record of the sector: goldsmiths, watchmakers, entrepreneurs, creators, and teams that give a face to each project. Furthermore, they also reflect the sector’s transformation. While initially more classic and institutional images predominated, highlighting jewelry and watches, at a certain point, auteur photographs and the design of contemporary pieces began to gain prominence. 

Over the course of 20 years, the magazine has followed the emergence of a new generation of jewelry designers, many trained in Portuguese schools, the diversification of materials, techniques and approaches, from traditional goldsmithing to designer jewelry, including the use of technologies such as 3D printing, and also the major changes in consumption, with the growth of online shopping, personalization and the demand for pieces with history and purpose. Each edition left a trail of reports, interviews, and thematic dossiers that, today, help to understand how the sector faced economic crises, adapted to digitalization, focused on internationalization, and repositioned itself in the face of a more informed and increasingly demanding consumer. There was room to address more difficult topics, such as sustainability, unfair competition, or the difficulties of street commerce, but also to celebrate achievements, stories of generations, awards, international distinctions, and inspiring projects. 

Read the full report in JoiaPro 103.

25 de March, 2026
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