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. (Madeira Wine, Embroidery and Handicraft Institute - IVBAM), together with Madeira embroidery production/export companies, will be running two promotional events in Europe, one on the 22nd of June in Rome and the other on the 25th of June in Switzerland, two select European markets for Madeira embroidery exports.
These promotional events will consist of running Madeira embroidery exhibitions aimed at a specific target group, essentially made up of importers, retailers, decorators, designers and the media. Madeiran representation at these events is crucial for promoting Madeira embroidery in these markets. Representing IVBAM in Italy will be IVBAM's President, Paulo Rodrigues, a member of the Board of Administration, Paula Cabaço, and the Head of the Artistic Creation Division, Nadia Meroni. Representing the three Madeira embroidery production and export companies that will take part in the event will be the folllowing: José Barreto, partner of the company Luís de Sousa, Lda., Joaquim Sá e Sousa, partner of the company João Eduardo de Sousa, Lda., and Daniel Jardim, partner of the Soebol company. Thus, on the 22nd of June, the exhibition will be held in the salons of the Portuguese Embassy before the Holy See, from 11h00 to 18h00, where guests will have a chance to visit and get to know Madeira embroidery and its great potential, design and quality, associated with an environment of great refinement and distinction. At this specific event, the exhibition will have the distinguishing feature of including a sample of Madeira embroidery with ecclesiastical motifs. From 18:00 onward, a reception will be offered to the guests of his Excellency the Ambassador and the President of the Institute, namely members of the diplomatic corps, priests, diocesans, monks, nuns and other notable personalities of the City of Rome. Organising the event was possible thanks to the collaboration of an Italian public relations agency. The 25th of June will be reserved for the Swiss market. The Madeira embroidery exhibition will take place in a historic building – Zunfthaus zur Waag, located on the Cathedral Square, in the heart of the city of Zurich. Thus, from 11h00 to 19h00, the guests will have a chance to get to know and appreciate all the refinement of Madeira embroidery, which will be exhibited in the building's salons. Organising the event was possible thanks to support from the AICEP delegation in Zurich, as well as that of a Swiss public relations agency. These promotional events aim to bring businessmen in touch with their markets, enabling them to observe the latter's trends, ultimately attracting new clients situated in a luxury segment and consequently revitalising Madeira embroidery exports to these markets. The Italian market is the second most significant market in terms of Madeira embroidery exports, reflecting a growth of 8% in 2008 compared to 2007, for the turnover associated with Madeira embroidery exports. The Swiss market, despite being smaller, is significant considering its purchasing power. It currently occupies 4th place on the Madeira embroidery export tables. These promotional events fall within the scope of the project co-funded by the Programme INTERVIR+PRIME at 70% – Promoting Madeira Embroidery and Regional Handicraft.