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Diversity’ and ‘Brazilianness’ are two concepts that are closely related to one another
and can clearly be recognized in contemporary culture - with its endless supply of landscapes,
different flora and fauna species, and gemological richness – as well as in its capacity to
merge, multiply and update the influences on its cultural development as time moves on.
Our awareness of the development possibilities thrown up by our natural resources
today stimulates us to reflect on the capacity to also understand culture as a resource.
At the present time, culture is adopting a new stature which is able to absorb distinctions between
high culture and mass culture. The approximation between jewelry and costume jewelry effectively
sums up the transfer of cultural ideas in the dialog between very different material supports.
Continuous investments in design with the DNA of the ‘Brazilian Jewelry’ brand
has added identifying values to the merchandise and become a fundamental factor for
improving the competitive performance of domestic production. The consolidation of a
differentiated style of design has contributed towards an entire chain of economic activity
that stretches from mining to retailing, and which sustains more than 400,000 Brazilians,
both in the jewelry trade and in the plating and costume jewelry industries.
idad e
divers ity