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06/27/2006
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A masculine challenge…
The PORTOJÓIA Design contest will be back at EXPONOR during the 17th International Jewellery, Gold and Watch Exhibition (from 20th to 24th September). And even though the contest is only in its 4th year, it has already “come of age” and reached its maturity.
It’s just like that in the world of noble metals and precious stones: progress happens fast! We have not yet forgotten the first words uttered by the “baby” and it is already playing with a more “colourful” language!
This is a serious business though. So serious that, in the words of Helena Lages, PORTOJÓIA Design wants to embrace «a new section of the market, new creative opportunities», in short, it’s a challenge to find and set out the different possible facets of “Masculine Jewellery”. This is the theme for the contest this year which is open to all students and trainees currently on courses in jewellery, equipment design and goldsmithing.
The mission has been the same from the start: to distinguish originality and design in innovative jewellery that will be shown to the public for the first time, and to boost regular dialogue between schools /design/industry.
«Less sexism and more elegance. The aim of “Masculine Jewellery” is to open the way to creating jewellery that is unisex and more urban and elegant. Why masculine? A new lifestyle is appearing and gradually, but inevitably, it will bring about changes in the world of jewellery, gold and silver. It is impossible not to notice this metamorphosis, which is slowly but firmly taking place in the male world, and men are always keener on quiet change than on drastic transformations in their personal lives.
The world of fashion says 2006 will see the return of the “gentleman”: the elegantly dressed man with an undeniable touch of modernity and almost obsession with details, such as a piece of jewellery. However, the feminine world may also have a word to say on this, choosing a new essence of jewellery, ornaments, decorative pieces.
This initiative is supported by the Association of Gold and Watch Industrialists from the North of Portugal (AIORN), the Association of Contemporary Jewellery (PIN) and Portuguese Association of Designers (APD)
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(Source: Exponor)
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