“Resilience and positivity are the foundation of success”
Nuno Rocha is an example of resilience and passion in the jewelry sector in Portugal. With a career spanning three decades, he recently founded Target Tools, a company that combines tradition and innovation to meet market needs. Despite economic and technological challenges, Nuno maintains a clear vision for the future of jewelry, valuing both tradition and modernization in the sector. In this interview, he shares his experience, the challenges he has faced, and the importance of maintaining a positive and resilient attitude to ensure the success and evolution of the industry.
Nuno, how did your “adventure” in the jewelry sector begin?
I started my first job at a general machinery and tool company. After about three years, that company was absorbed by a project called Bento & Morones, a partnership between a Portuguese and a Spaniard with many references in the national market, having been responsible for Maquinouro since its inception. I worked for about nine years at this company, where I discovered my passion for the sector, which has fueled me for 30 years. Then, for internal reasons, there was a separation, and Mr. Morones invited me to join another company. In the initial phase of Bento & Morones, I realized the passion I have for this sector, which led me to want to learn, know, and inform clients well. This has been the basis of the image I have built over three decades: I am a person who provides answers and who stands out in our small guild, the goldsmithing industry. Eight years followed at Maferm until 2011.
That year, I decided to leave and start Balantek, and I worked on this project for 12 and a half years until, on my own initiative, I decided to leave. Not keeping the company, which I had managed and nurtured for years, I chose to start all over again, founding Target Tools in 2023. Today, with a team of five people in a small space, but with future projects, we continue to do our best and work with partners who have been with me since the beginning of my career, which is very rewarding for me.
What market need did you identify that led to the creation of Target Tools?
My main need was personal: I need to work to live. I’m not wealthy, nor do I aspire to be rich, but I want to provide comfort for my family and colleagues, always focusing on reality. Furthermore, I’m convinced that nothing I do can diminish my passion for this work. I’ve faced difficult times in life, but nothing has stopped me from trying again. I have proof that in life we reap what we sow. I highly value the image I project to my clients; I’m straightforward and I own up to my mistakes so I can grow and teach that attitude to my team. Target Tools was born from the desire to start over, even after 13 years in a previous project. Fortunately, Target Tools already has a solid foundation and a significant sales flow, similar to what I spent over a decade building before.
I have clear motivations: one of the greatest satisfactions is being able to answer clients’ technical questions, many of which they only ask us because of our accumulated knowledge. Over the years, I have built a network of around 300 suppliers worldwide, as well as international contacts with companies in the field, which allows us to always find solutions for any challenge that arises.
Read the full interview in JoiaPro 104.
23 de June, 2026
Atualidade
