Precious Brazil companies, a project by IBGM in partnership with ApexBrasil, highlight creativity, design, and sustainability in Milan.
From September 20 to 23, Brazilian creativity gained international spotlight during Milano Fashion & Jewels, held alongside Milan Fashion Week and established as one of the world’s leading stages for accessories, fashion, and jewelry. In this edition, ten companies participating in Precious Brazil project — an initiative of the Brazilian Gems and Jewellery Trade Association (IBGM) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil) — showcased their collections: Hector Albertazzi, Anna Prata, LBF, Possebon, Oro Bio Gioielli, Emilia Kipper, Scarpelli, Mario Britto, Virechic, and Nivaldo Zago Jewels.
With a strong focus on trends and sustainability, the fair proved to be a strategic showcase for positioning Brazilian brands in the highly competitive European market. For Viviane Iark, Precious Brazil manager at ApexBrasil, the results exceeded expectations:
“Milano Fashion & Jewels surprised us. It was a meeting with the world, full of strategic connections and opportunities that have already translated into business. In our debut with the Precious Brazil project, we confirmed that this is a very promising platform for international positioning and one that has great potential to become part of the sector’s regular calendar of actions.”
The same perspective was shared by Lucas Coutinho, project analyst at IBGM:
“For the project, the fair represents an opportunity to integrate Brazilian brands into Milan’s fashion circuit. We received great feedback from supported companies and observed strong opportunities for opening markets that are usually hard to access. The international gateway that Milano Fashion & Jewels provides for Brazil, especially in the current global economic moment, is extremely important for the fashion jewelry and plated jewelry segment.”
The positive impact was also confirmed by the participating companies themselves. Marcelo Albertazzi, creative director at Hector Albertazzi, emphasized the growth and new markets reached:
“It was very positive to have participated. (…) We managed to close sales, take orders, reconnect with clients, and open new markets such as Mongolia, Canada, and Italy. Participation and Apex’s support were essential.”
Similarly, Eduardo Matrone, responsible for international sales at Possebon, highlighted the success of their collection:
“Our collection with Brazilian semiprecious natural stones was a great success, attracting clients from Japan, Russia, Poland, Italy, Portugal, among others, who have already placed orders. The support from IBGM and Apex was fundamental to make our presence possible.”
Regiane Ceballos, from Anna Prata International, also emphasized the fair’s value:
“Milano Fashion & Jewels was excellent because we connected with many buyers from across Europe, as well as from Russia and Kazakhstan, for example. We were also able to understand what the European market is demanding, what they need, and what they use. Brazilian products were very well received and highly regarded. I was extremely pleased and happy.”
Brunna Moraes, co-founder of LBF, reinforced this view by stating that the participation was transformative for the brand: programs like Precious Brazil are essential to strengthen the sector, open doors for international buyers, and consolidate the commitment of Brazilian companies to sustainability. She also highlighted that LBF and SteelShip operate in alignment with the United Nations’ Sustainable Development Goals (SDGs), integrating environmental, social, and economic practices — from adopting clean technologies to valuing women-led artisanal work.
For brands debuting at the event, such as Mario Britto, the experience was equally remarkable:
“It was my first time at the event and I was truly impressed. We made several contacts with people from all over the world,” said Mario Britto, the brand’s creative director.
The collective participation underscores the role of Precious Brazil as a strategic bridge for the internationalization of Brazilian companies, connecting national brands with key global players and consolidating Brazil’s image as a reference in creativity, quality, and original design.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. In order to achieve its goals, ApexBrasil carries out several trade promotion initiatives aimed at promoting Brazilian products and services abroad, such as prospective and trade missions, business rounds, support to the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian productive structure, among other business platforms that also aim at strengthening the Brazil brand. The Agency also acts in a coordinated way with public and private players to attract foreign direct investment (FDI) to Brazil with a focus on strategic sectors for the development of the competitiveness of Brazilian companies and the country.
About IBGM
The Brazilian Gems and Jewellery Trade Association is a national, non-profit private entity founded in 1977. Its mission is to represent, integrate, develop, and promote all segments of the gem, jewelry, and fashion jewelry chain. The association works as an advocate for their interests and by promoting knowledge transfer, trust, and appreciation of their products among consumers.
About Precious Brazil
The Industry Sector Project Precious Brazil aims to support and promote Brazilian companies in the Minerals, gemstones, jewelry, and fashion accessories segments that seek to export their products, whether they are beginners, exporters, or already internationalized. Coordinated by IBGM – The Brazilian Gems and Jewellery Trade Association in partnership with ApexBrasil – Brazilian Trade and Investment Promotion Agency – the project currently serves approximately 150 companies in the industry.
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