Arneiro Jewelry Shop sits in the very center of Sintra, exactly the same spot where it was inaugurated 50 years ago by Reinaldo Arneiro. Now in the hands of the second and third generations of the family, it has grown in size and is preparing to debut a second-floor next year with an area reserved for “clients who prefer some privacy to do their shopping.”
Reinaldo won over clients in Sintra with the quality of his wares, sold door-to-door and later in the small space where we find ourselves speaking with Joaquim, Mafalda and Pedro who are now trying to grow the business. Mafalda Arneiro, granddaughter of Reinaldo and daughter of Joaquim, believes that part of their success comes from never undervaluing quality, the vast array of pieces on offer and excellent service.
Portugal in Every Jewel
One decision that the family has taken in recent years is to focus more on Portuguese jewelry making, most notably certified handmade filigree, (…) and pieces by international brands that are sought-after by tourists and the Portuguese themselves. “When a foreign visitor wants to purchase filigree, which is very much our craft, they want something of quality. We have certified jewelry which justifies the price paid for each piece and meets their expectations,” she continues.
A piece of filigree jewelry can take days, weeks, or months to be done and demands an expertise and a knowledge which few have today and, so, for us, it is a priority to defend those dedicated to national jewelry making.”
“WE COULD BE LOSING OUR GOLDSMITHS”
New Generations
Arneiro’s founder passed away in 2018 at 92 years of age, but, according to Pedro and Joaquim, Mafalda is already his natural successor. Today, the three-share responsibility for the family business.
BETTING ON EXCLUSIVITY
To this end, they are looking to the most recent collection developed by Mafalda to contribute; its name is NEOBAROQ and was created thinking about bringing a new look to the bronze mintmarks of the 19th century.
Next, they will bring the story of Grandfather Reinaldo and the 50-year history of his business to other parts of the country, certain that there is no better way to get to know national jewelry making.
WE WANT TO ADD VALUE
Three years ago, Mafalda Arneiro created InTradition, an initiative to bring together jewelry makers and clients. This year, in celebration of 50 years of the business, she decided to open it up to the public.
This article was originally published in the December 2019 issue of the magazine EXAME.
A The full article is available at: https://visao.sapo.pt/exame/2020-02-17-uma-questao-de-adn/