By Cynthia Unninayar

Located in southern Spain, Córdoba is perhaps best known for being a World Heritage site, with its long and vibrant history and spectacular architecture.

Yet, it is also known for its five-hundredyear old history in jewellery making. It is not surprising then that this Andalucían city is home to the unique Parque Joyero de Córdoba, an impressive complex that houses not only the largest concentration of jewellery and watch companies in Europe but also a modern jewellery school and a large exhibition centre, hosting the region’s major trade show, Joyacor.

The Córdoba region is home to some 1,100 jewellery companies, ranging from small artisanal workshops to mid-sized enterprises to major brands, active primarily in gold and silver. Employing more than 12,000 people, the sector accounts for 43.7 percent of Córdoba’s total economy and represents 60 percent of Spain’s total jewellery production. Living up to its nickname as the jewellery capital of the nation, Córdoba has created a remarkable centre that groups together manufacturers and wholesalers who can take advantage of collaborative technology, shared security, a central business location, and showrooms. While similar models exist in a handful of other countries, Córdoba has taken this concept to another level.

The Parque Joyero de Córdoba

Unique in Europe, and even the world, Parque Joyero de Córdoba opened its doors in 1998 as a complex to house companies involved in the jewellery and watch sector as well as related industries and services. Today, 129 companies have space in the Parque, including 89 leading companies in the jewellery and watch sector, 21 in related activities (gemstones, pearls, machinery, metal production) and others in related or unrelated services (banking, sales, insurance, software, photography, couriers, etc.). All together, the facility employs more than 2,000 people. The 140,500 square-meter compound includes 148 manufacturing units in a mix of companies focused on jewellery and watches, including precious jewellery, costume jewellery, silverware, and watches. These firms range from wholesale manufacturers to private label firms to upmarket jewellery brands. The Parque also includes 8,300 squaremeters of commercial space divided into 202 commercial outlets, where both manufacturers and wholesalers display their products to visitors in a permanent showroom. Other showcases are located in the Parque’s entrance hall.

“Parque Joyero de Cordoba is an innovative space that was designed to be the perfect location for all commercial relations between the manufacturers/wholesalers of jewellery, silverware, and watches and their customers,” explains José Manuel Rodríguez-Carretero Márquez, assistant commercial director for the Parque. “In just one convenient area open throughout the year, customers have access to a wide range of products from around 100 companies providing a high level of quality and service. Visiting firms have a global platform where they can create new and long-term commercial relationships and consolidate existing ones.”

The management of Parque Joyero is not resting on its laurels, however, and it continues to develop its services. In 2007, a technician from RETA (Red de Espacios Tecnológicos de Andalucía) began working at the Parque as a consultant for the jewellery sector, advising about grants and technological development. In 2008, the Parque became the “Parque de Innovacion Empresarial” (Park for Enterprise Innovation), a term coined by the Andalucía regional government in acknowledgement of the Parque’s efforts in actively promoting innovation in the industry. With this new status, the Parque is implementing many new projects to bring more and better services to the established firms and visitors. (www.parquejoyero.es)

School of jewellery making and design

One of the unique features of Parque Joyero, and one that sets it apart from other jewellery manufacturing/business complexes, is the jewellery school. Sponsored by the Regional Government of Andalusía (Junta de Andalucía), the Consorcio Escuela de Joyería de Cordoba offers complete and state-of-the-art education for students from Spain and around the world. It also has exchange programs to send students abroad for additional study. The program focuses on design and product development, artisanal fabrication, and industrial production. Courses include traditional techniques of design combined with cutting-edge technology using the latest software to refine designs and create prototypes. In addition to computers used in design and manufacturing, the school is equipped with the latest equipment for the other processes involved in making jewellery, including the ability to cast platinum. Demand for admission is high but space is limited to 90 students per year, thus the selection process is rigorous. Candidates must pass a series of exams and interviews before being accepted into the two-year program. The school also works with local manufacturers that provide internships to the students. “The sector realizes the importance of design training and it supports us in a number of ways, including an internship program,” explains Julio Pastor Valverde, chief of student programs. While the two-year degree program is the main focus of the school, it also offers training to professionals who want to learn new skills or improve existing ones. Its technical office provides consulting services to the jewellery sector. (www.cejcordoba.com)

Joyacor

Another facility that makes Parque Joyero unique is its large 30,000 squaremeter exhibition centre. Used for a variety of events, it also hosts Joyacor, the most important jewellery trade show in southern Spain and a key event for the Córdoba economy. Organized by the Córdoba Provincial Association of Goldsmiths, Silversmiths, and Watchmakers, the fair was created in 1984 as one of the main projects to promote the local jewellery industry. Over the last two and half decades, Joyacor has undergone many changes. During its first five years, it was held at Merced Palace, a beautiful setting but too small for the growing number of exhibitors. It then moved to two other venues before finding a permanent home in the large and modern exhibition centre in Parque Joyero. Traditionally held in March, this year’s show took place from November 12 to 16. Approximately 66 percent of Joyacor’s exhibitors are from Córdoba, while 19 percent come from other provinces in Spain (mostly Barcelona, Madrid, Granada, Seville, Bilbao, Malaga, and Valencia), with the remaining 15 percent from other countries in Europe. In terms of products, 68 percent are in gold or silver while 32 percent use other materials.

“This year, Joyacor reached a milestone, its 25th anniversary,” proudly states Rafael Rodriguez Aparicio, executive secretary of the fair, “and it continues to grow, attracting a range of exhibitors from Spain and abroad.” The 2009 edition welcomed buyers from many countries in Europe, as well as Bolivia, Venezuela, Israel, Holland, and the United States. “Joyacor promotes the participation of small and medium companies,” adds Aparicio. “We also encourage innovation and design for the industry and the creation of new companies.” Among the products seen at this year’s Joyacor were the traditional designs of Andalusía, including elaborate hair combs, brooches, and ornate earrings with matching necklaces. While some of these designs were in silver and diamonds, others were made in base metal and cubic zirconia. Some filigree work was seen in jewellery, minaudières, and other decorations, although this trend seems to be fading. Plain gold and silver jewellery, mostly unbranded, made up the majority of the collections displayed, either plain or set with coloured gemstones. Most designs in gold and silver were intended for the mass market, while a few had more substantial and original pieces. (www.joyacor.es)