A golden atmosphere lights up the bustling Rua das Flores, in Porto. Is it a shop, a museum or a workshop? As we step inside, the only certainty is that everything breathes history and filigree. We see artisans at work, a golden spiral staircase and, at the back, several small tents that remind us of Alice in Wonderland. It is an entire magical world designed to spark curiosity in those passing by. “There is a whole fantasy that we place in the shops, but behind that fantasy there is something very serious, which is telling the story of these artisans (…) giving them a stage to shine,” reveals Sónia Santiago, Director of Marketing and Cultural Communication at the O Valor do Tempo group, in an interview with idealista/news.
After exploring the corners of the building, we realize that it is everything at once: a shop, a museum, a workshop and a school, all dedicated to filigree. It is a true center of Portuguese culture in the Invicta city. Especially because, in addition to filigree, these three buildings on Rua das Flores — recently purchased and renovated by the group — also house other shops dedicated to ovos moles, canned sardines and codfish cakes with Serra da Estrela cheese. And in one of them, it is possible to see embroiderers who hand-make Arraiolos rugs.
“For us, the Portuguese Times Square was Rua das Flores, in Porto. So it was truly a place we longed for in order to bring Portugal to the center of Porto.”
“The great mission of the O Valor do Tempo group is the social economy project. (…) We very much like to look at those who are at the beginning of the value chain. That is our genesis: to reward the foundations, give them visibility so that the world recognizes the importance and quality of their work,” says the communication director of O Valor do Tempo, a Portuguese group that over the last three decades has opened more than 50 historic shops, factories and museums, and has already taken the Portuguese sardine to the ‘center of the world’, New York.
And it promises not to stop there. “We are always attentive, both to old buildings and to brands with history,” as well as to “national icons that are undervalued, that no one gives due value or attention to. And it is precisely there, where others do not want to be, that we like to be,” says Sónia Santiago in this interview with idealista/news, which you can read below.
Buildings in Porto’s historic center
Buildings on Rua das Flores, Porto
Credits: O Valor do Tempo
The history of the O Valor do Tempo group spans around 30 years. It all began in Seia with the Bread Museum. Even at that time, was the company’s vision already focused on uniting tradition, history and craftsmanship? Why?
We can say that it was from the very beginning, because the founder of the O Valor do Tempo group, António Quaresma, was a history teacher. He continues to have a great passion for history and, therefore, when he began his activity, no longer as a teacher, incorporating history into his project came very naturally to him.
“Ultimately, this is our path: to look at those who are at the beginning of the value chain and put them on a stage to shine.”
Recently, you restored three buildings on Rua das Flores, in Porto, where you opened four shops: Confeitaria Peixinho, Mundo Fantástico da Sardinha Portuguesa, Casa Portuguesa do Pastel de Bacalhau and Joalharia do Carmo. How did this business opportunity arise?
We purchased the buildings that previously housed a home textiles warehouse that operated with direct sales to the public. There was, in fact, this opportunity to buy the three adjacent buildings, representing an investment of around 18 million euros in Porto’s historic center. This location made sense to us, especially because we already wanted to have a major project in Porto. In 2023, we opened a shop in Times Square, New York, and for us the Portuguese Times Square was Rua das Flores, in Porto. So it was truly a place we desired in order to bring Portugal to the center of Porto. And how did we bring Portugal there? By giving visibility to artisans, who are usually people who remain very much in the shadows, behind the scenes, and we wanted to put them in the spotlight and give them the visibility they deserve. And that is what we did here, through a great deal of work organizing the spaces.
Craftsmanship in Portugal
Filigree artisan working at the entrance of the building
Credits: Gonçalo Lopes | idealista/news
Why did you decide to give visibility to artisans in Porto? And in what way?
The great mission of the O Valor do Tempo group is the social economy project. And what does this mean? We very much like to look at those who are at the beginning of the value chain. In the case of the cheese we incorporate into the codfish cake, we look at the shepherds. And we look at the canneries that prepare the preserves by hand, at the embroiderers who hand-embroider Arraiolos rugs, and at the confectioners who make ovos moles through an absolutely artisanal process. And we wanted to give them that visibility, because they are always people who stay very much behind the scenes and usually do not have the stage they deserve. And that is our genesis: to reward the foundations, give them visibility so that the world recognizes the importance and quality of their work. Because without the foundations, we would not have filigree, Serra da Estrela cheese or even canned goods. And, ultimately, this is our path: to look at those who are at the beginning of the value chain and put them on a stage to shine.
“It is not enough to have a good product; you need to have a good story to tell that captivates people.”
These buildings in Porto include shops, a museum, a school… Who visits you the most? Tell us about these spaces.
In truth, everyone does. Because we are located in city centers, where thousands of people pass every day, we receive Portuguese visitors as well as foreigners. Tourism circulating in Portugal comes from all corners of the world. We are a space with doors open to anyone who wishes to visit us, whether or not they become customers.
In addition to the jewelry shop, this space includes a filigree exhibition, with very old jewelry and equipment that were kindly loaned to us by the Portuguese Jewelry Association and by a filigree artisan. We also have a space dedicated to the hallmarking office of the national press of the Mint, which certifies the pieces as genuine and with whom we have established a cooperation protocol. On the upper floor, we also have a filigree workshop where 12 artisans work, and which can be visited. And on another upper floor we have a jewelry school, having made the space available to CINDOR [Professional Training Center for the Jewelry and Watchmaking Industry], where there are also classes open to the public for those who want to learn a little more about jewelry and, in particular, filigree.
Shop decoration
Entrance to Joalharia do Carmo, Porto
Credits: Gonçalo Lopes | idealista/news
The decoration of your shops is distinctive. What inspires you? And what do you want to convey?
We always knew we had a good product, whether filigree, preserves or cheese… But it is not enough to have a good product; you need to have a good story to tell that captivates people. And that is what we do in our shops: we create environments so that the shopping experience is an enchanting journey, where people feel good in our stores and want to learn more about the origin of each product. This gives us the opportunity to tell them the story of the filigree wire drawers, the shepherds of Serra da Estrela, and the women in the canning factories who prepare the fish by hand. And so there is a whole fantasy that we place in the shops, but behind that fantasy there is something very serious, which is the story we want to tell about these artisans.
In Mundo Fantástico da Sardinha Portuguesa, we drew inspiration from the circus which, like the sardine, is both noble and popular. And we wanted to create that magical environment with lots of color, lots of light and moving objects, and that is what captivates our customers, in addition to the story we tell about preserves and the women who make them.
“We needed to tell the enchanting story of filigree, and it was in the magical world of Alice in Wonderland that we found our inspiration.”
Joalharia do Carmo, on Rua das Flores, is an example of décor inspired by fantasy, particularly Alice in Wonderland. Why did you decide to do this?
Filigree, being a very traditional product, was until very recently undervalued. Yet it has great value; it is a symbol of national identity, with many stories, especially in northern Portugal. It only needed the spotlight, a stage to shine. And that is all we did. As the filigree specifications allow for innovation, we incorporated more contemporary design and precious stones.
We needed to tell the enchanting story of filigree, and it was in the magical world of Alice in Wonderland that we drew inspiration to create small capsules in the shop where customers can almost step into a fantasy world and experience filigree with the dignity it deserves.
Portuguese culture
Staircase adorned with filigree
Credits: Gonçalo Lopes | idealista/news
In the building dedicated to jewelry and filigree, there is a spiral staircase adorned with gold. How did this project come about and what is its purpose?
At the O Valor do Tempo group, we truly place great value on time. Sometimes we forget in our daily lives that time is precious. The staircase is the materialization of this appreciation of time. We created a staircase that is a skeleton prepared to receive filigree. We have two wire drawers at the entrance producing filigree, and our intention is for the staircase to be filled over the years. Filigree is a technique of great meticulousness, since the filigree wire is as thin as a strand of hair. Our estimate is that it will take 95 years to complete the staircase, which will ultimately contain 313 kilometers of wire — which, interestingly, is almost the same distance that connects Rua das Flores, in Porto, to Rua do Carmo, in Lisbon, where Joalharia do Carmo was founded in 1924.
“Whenever possible, we buy [the buildings] in order to have autonomy in managing the spaces, although we also have rented spaces.”
What changed in downtown Porto after you opened these historic shops? Is there a before and after?
I believe so, not only because of the immense number of people we receive, but also due to the many comments we get from visitors who are surprised. Obviously, there is also a great deal of work in training teams to provide quality, friendly and close customer service. We have received very positive feedback, and that has given us great encouragement that the investment was the right one.
Portuguese products
Arraiolos rug embroiderers, Porto
Credits: Gonçalo Lopes | idealista/news
Today, you have a portfolio of historic brands spread across various points in the country and even abroad (New York), ranging from jewelry and museums to regional products. Do you mainly seek to open these businesses in properties with history? Do you usually invest in purchasing properties or do you rent?
As our foundation is the history of Portugal, we obviously love historic brands. In terms of buildings, city centers are always good. We usually choose spaces where people already naturally pass through. Currently, our main marketing effort is focused on the location of the buildings, which, whenever possible, we buy in order to have autonomy in managing the spaces, although we also have rented spaces. And then we create within those spaces an environment that is very welcoming and pleasant. Without a doubt, location is paramount.
“We are always attentive, both to old buildings and to brands with history.”
Not long ago, you also decided to purchase the Pérola do Bolhão grocery store, in Porto. Why?
Pérola do Bolhão is also a brand with decades of history. It is an icon of the city of Porto, with a beautiful Art Deco façade. And we felt it was a milestone for us in the city of Porto, since the foundation of our narrative is, in fact, history. And having an old grocery store really was the cherry on top of the cake in Porto.
Historic shops
Mundo Fantástico da Sardinha Portuguesa shop, Porto
Credits: Gonçalo Lopes | idealista/news
Are you attentive to old businesses that are at risk of closing, often due to property sales or rising rents?
We are always attentive, both to old buildings and to brands with history. Obviously, we always have to consider the business opportunity and check whether it fits well within the narrative of the O Valor do Tempo group. But we are always attentive. It is a group that, despite already having 650 people working, has a swift decision-making center. Opportunities arise, we analyze them, and if it makes sense, we move forward with some courage, certainly.
Why did you decide to open a Mundo Fantástico da Sardinha Portuguesa shop in New York? What was the experience like and how has the reception been?
The New York shop functions almost like an emotional embassy of Portugal, which we wanted to place there in the center of the world. We knew we had in our hands a product that is a national icon, just like filigree, which is the Portuguese sardine. For a long time, the North American market has been very receptive to Portuguese sardines, recognizing great quality, particularly in canned sardines. And we wanted to make a statement that the sardine is a very popular product, yes, but it has the necessary value to represent Portugal in the center of the world, which is that iconic square in New York. In Times Square, there are many souvenir shops that end up being very similar to each other, and we wanted to bring a pearl into the middle of that ocean. And we created a canning library, which is the concept of that shop, where people often do not even realize they are entering a canned goods store and only understand it later. And that reaction is very fun to observe. The shop has been performing very well operationally, but it is also a milestone for Portugal, for the Portuguese canning industry and for us, the O Valor do Tempo group, because we also gained much greater visibility from that moment on.
Portuguese shops in the USA
Mundo Fantástico da Sardinha Portuguesa shop in New York
Credits: O Valor do Tempo
Do you have more historic shops outside the country? Do you plan to open any more?
The Times Square shop is the only one we have outside Portugal, and we have 54 in total. We want to continue growing in a consolidated and meaningful way. At the moment, we do not plan to open another international shop, but with us everything is possible — an opportunity may arise at any time.
“We believe that Portugal has a great deal to offer the world.”
What are the next steps that the O Valor do Tempo group plans to take in the future? Are you planning to restore more buildings to open historic shops? If so, tell us about these projects.
Our plans for the future involve remaining attentive to national icons that are undervalued, that no one gives proper value or attention to. And it is precisely there, where others do not want to be, that we like to be. Sometimes it really is a matter of opportunity and realizing that there is something there that is neglected, but has great value and only needs a stage to shine. And that is what gives us immense pleasure to do: to take a popular product, like the sardine or filigree, and suddenly make the world look at them through eyes that value and appreciate them.
Portuguese culture is extraordinary. It has so much history to tell and, sometimes, we need people from outside to be surprised by what we have in order for us to rethink: ‘Perhaps we have something here of great value that is worth looking at with different eyes.’ That is what we do. We truly love Portugal and the history of Portugal; we believe that Portugal has a great deal to offer the world. In fact, the world is captivated by Portugal, and we know that. Therefore, all we really need to do is know how to value what we already have and show it to the world with dignity, elevation and originality. To show Portugal as Portugal deserves to be shown.