NYGIF - February 2008

NYIGF
February 2008

Under the Project 65% co-financed by FEDER, the Plan to Protect and Renew Madeira Handicrafts, the Madeira Wine, Embroidery and Handicrafts Institute (IVBAM)
is to fund the costs of participation of 3 Madeira Embroidery sector businessmen at the most famous American textile sector fair –the New York International Gift Fair (NYIGF) from 2 to 6 February.

The NYIGF takes place at the "Javits Convention Center" and this is an event aimed essentially at professionals of the textile sector where participants have the opportunity to show their best products and carry out commercial contacts with the objective of increasing sales. 

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Figure 1 - Toalha Bordado Madeira finalist

Madeira’s representation at this event is of great relevance for the promotion of Madeira Embroidery in the American market.  The delegation is made up Dr. João Nunes, member of the Board of IVBAM, the Head of the Artistic Creation Division, Drª. Nadia Meroni and the representatives of 3 producing companies and exporters of Madeira Embroidery: Luís de Sousa, Ltd., João Eduardo de Sousa, Ltd. and Antonio Gomes de Oliveira, Ltd.  There will also be a Madeiran embroiderer present at this event who will demonstrate in loco the art of embroidery.

Madeira Embroidery will be displayed at a 28 m2 stand aiming to position this product in the luxury segment, both through the contexts created, where the Madeira Laurissilva and its pebbled beaches are present, similar to the presentation in January at the Maison et Objet Paris Fair and in the Madeira Christmas campaign 2007, as well as small details that highlight the value of the items, for their aesthetic sense and their implicit production process.

Following on the contacts already established last year, invitations were sent to potential buyers, journalists and opinion makers.  

Since August 2006, this is the 4th consecutive time that Madeira Embroidery has participated in this important contest.  
These Madeira Embroidery promotions in New York have had a very positive impact on the increase of sales in this market.  The North American market has become the leader in the Madeira Embroidery export markets and presents good growth perspectives.  In 2006 it showed a growth of 12.89 in the volume of business relative to 2005.  Last year the volume of business was of € 458.423,70 representing a growth rate of 6.40% relative to 2006.