As part of the Plano de Promoção para o Bordado Madeira (Madeira Embroidery Promotion Plan), the Instituto do Vinho, do Bordado e do Artesanato da Madeira, I.P. (IVBAM), together with manufacturing/exporting companies from the sector, will, between the 30th of January and the 6th of February, participate in two international fairs: one in New York City - the New York Gift Show - and the other in the city of Florence - the Immagine & Italia Fair.
The New York Gift Show and the Immagine & Italia are two world renowned trade fairs, exclusively reserved for professionals within the textile sector and dedicated to upmarket décor, furnishing, home textiles and design. These are the most appropriate locations for interaction between the professionals/buyers of these two markets, for reviving exports and attracting new customers to Madeira Embroidery.
The New York fair will take place at the Javits Center between the 30th of January and the 3rd of February, and the fair in Florence will run from the 4th to the 6th of February at the Fortezza di Basso.
The Madeiran delegation at these events is coordinated by the IVBAM, represented by the Chairman of the Board, Engineer Paula Cabaço and by Dr. Nadia Meron, Head of the Division for Artistic Development, which will involve the 4 manufacturing/exporting companies of Madeira Embroidery: the companies of “Luís de Sousa, Lda.” and “Patricio e Gouveia” at the New York Gift Show, and the companies “João Eduardo de Sousa, Lda.” and “SOEBOL” at the Immagine & Italia fair.
In an increasingly competitive global market, the quality and exclusivity of Madeira Embroidery will be the determining factors of the success of this flagship product of Madeira and in this regard, Madeira Embroidery will be positioned within the luxury segment at both fairs, where the stands will highlight the elegance and refinement of Madeira Embroidery in its various forms, whether in terms of children’s clothing, bedding, table or decorative items.
For this event to have the greatest impact on its target audience, approximately 250 digital invitations were sent to potential buyers from the American and Italian markets.
This action was undertaken within the scope of the Projecto de Promoção do Bordado Madeira e do Artesanato Regional (Madeira Embroidery and Regional Handicraft Promotion Project) as part of the framework of the INTERVIR+ Programme.
This participation follows the participation of IVBAM, together with Madeira Embroidery manufacturing/exporting companies, in previous versions of the said events, when it was established on the spot that these fairs generated business opportunities and enhanced Madeira Embroidery product sales in the respective markets, as well as provided opportunities for contact with new trends within the sector.