Póvoa de Lanhoso had an international presence in New York on September 22, represented by the Councilor for Economic Development, Gilberto Anjos. The municipal representation occurred at the inauguration of Joalharia do Carmo, Portuguese Filigree, located in Times Square. The initiative was by the Grupo O Valor do Tempo and was attended by Prime Minister Luís Montenegro, as well as Councilor Aurora Vieira (Municipality of Gondomar), Teresa Costa (A.CERTIFICA), and Sandra Almeida (Associação Alma do Fio).
This new store represents not only the brand's international expansion but also an opportunity to highlight Filigrana de Portugal, a historic craft, in one of the world's most visible locations. The aim is to demonstrate that traditional Portuguese crafts can thrive today, conquer new markets, and secure their future.
The participation of the Municipality of Póvoa de Lanhoso is particularly relevant, given its deep connection to the art of filigree, being one of the two main national centers for this art, alongside Gondomar.
“"Bringing this knowledge to Times Square demonstrates that an art passed down through generations continues to have the capacity to assert itself internationally, create value, and find new paths for the future."
During the ceremony, Luís Montenegro highlighted in conversation with journalists, "the capacity of our companies, our entrepreneurs, to bring Portuguese culture, Portuguese tradition, what sets us apart, and not only succeed themselves but also be a gateway for Portugal to the world."
The prime minister also expressed his conviction that the Portuguese filigree store "will be another gateway for promoting" Portugal in the United States, considering that the center of New York functions as a global market.
Joalharia do Carmo, part of the Grupo O Valor do Tempo since 2021, opened its first international store for the exclusive sale of Certified Filigrana de Portugal, focusing on authenticity, the origin of the pieces, and the valorization of artisans.
The Municipalities of Póvoa de Lanhoso and Gondomar collaborate on the certification, valorization, and safeguarding of Portuguese Filigree, aiming to recognize the authenticity of the production process. In 2025, both formalized the candidacy of Filigrana de Portugal for the Representative List of the Intangible Cultural Heritage of Humanity of UNESCO.
