Words: Ilídia Pinto
Now in its fourth generation, this family business continues to preserve the artisanal heritage of Portuguese goldsmithing — with a touch of modern sophistication.
In an age when no one has time, Tavares jewellers has been quietly defying the clock for more than 100 years. To ensure no one forgets it, the family-run business now carries its founding year in its name: Tavares1922. This heritage company has passed its knowledge from generation to genera-tion and is currently run by siblings Ana and Carlos Tavares, grandchildren of the founder. The fourth generation is already involved, contributing in their own way and learning the value of preserving tradition, craftsmanship, and the importance of time, dedication, and authenticity.
The prestigious goldsmith still operates from the same premises on Rua da Junqueira in Póvoa de Varzim, which once served as the shop, workshop, and family home of founder Virgílio Aristides Tavares. Today, alongside the shopfront and the workshop — where Tavares’ artisans craft exclusive gold items — there is also a private space designed for more discreet and personalised service. This area likewise functions as a showroom for hosting occasional brand events.
Specialising in traditional Portuguese jewellery, Tavares is deeply committed to protecting and preserving its legacy and the Portuguese traditions. It has a network of partners, to whom it outsources aspects of the production — such as filigree, casting, or stone setting — always with a clear commitment to its own identity. Without forgetting that giving past jewellery a refresh with a new look, while preserving the essence of the piece, is a way of challenging the contemporary woman.
And so, it has been successfully reintroducing some of the most important pieces from its vast archive. One such example is the Dalva Ring, an engagement ring belonging to Anna and Carlos’s mother, Dalva, which was passed on to the next generation and used by Carlos to propose to his wife. “A classic, memory-filled ring”, says Carlos Tavares, who also mentions other examples, such as the traditional butterfly medal, which sweethearts would give to their loved ones, often engraved with messages of love.
“We’re always on the lookout for these traditional stories from our popular Portuguese goldsmith, to transform them, reissue them and launch them anew — so that people can learn about the history of jewellery making, but also because many still remember these pieces clearly, worn by their grandmothers and mothers, which brings back fond memories and a desire to acquire that jewel or simply restore the one they have at home”, says the entrepreneur. Tavares1922 is also renowned for its meticulous restoration of antique pieces, which ensures they remain true to their original form, without alteration. “We specialise in telling the history of these traditional pieces, explaining the customs and traditions each of these jewels holds”, he insists.
And because there’s a whole world out there unfamiliar with traditional Portuguese gold-smithing, Tavares1922 has been “venturing” into a few projects beyond Portugal’s borders, seeking to enter the international market through “decorative pieces for elegant dining”. The Shell Collection, for example — made with natural seashells — has been a tremendous success. It all began with a small sugar bowl, which is now found on tables across nearly every continent. Sold via the brand’s own online store or through marketplaces such as Oblist, the piece has reached all corners of Europe, as well as the US and Australia. The collection has since expanded and now includes a salt and pepper set, napkin rings, a gravy boat, and many other items — each one unique. Just as no two shells in the sea are alike, the pairing of each one with silver to give it new forms and function results in truly distinctive decorative objects. These pieces have been featured at select fairs and events in cities where luxury and uniqueness are especially valued, such as Paris and Riyadh.
