History

Description of Azores History

I – The bidder, APS (Ana Paula Sousa), began its contacts with artisans from São Miguel and then from other islands in the Archipelago, with the street sale of Azorean handicrafts; local products (food and beverages) and books by Azorean authors, on a makeshift stand on the Ponta Delgada dock, when ships with tourists docked, in 1995, as part of the activity of an Association for Local Development in the Azores, Terra Sea, which she was part of. This initial impulse, fueled by convictions of citizenship, of active participation in the construction of alternatives to the development of the rural and fishing world of the archipelago, and in the affirmation of the material and spiritual elements of the Azorean culture, it had a much higher growth than expected, having built a store with more than 200 m2 in the Sol Mar Shopping Centre, in Ponta Delgada, in which APS was the main worker and the permanent executive manager, contacting more than 400 artisans spread across the 9 islands of the Azores, reaching an annual volume sales of, approximately, 360 thousand euros. She ceased functions in that association in April 2003.

II – In June 2004, ANA, SA invited her to occupy a Kiosk in the Departures Lounge at João Paulo II airport, selling Azorean handicrafts, local and cultural products (books, images, photos, music, DVDs., maps, scientific papers…).

 

 

From the experience of operating the 9-square-meter Kiosk inside the Departures Lounge at that airport, the financial balance, the marketing of pineapples and the distinction received with the 1st Prize for the best Christmas decoration of that year at ANA airports stand out. , SA in the Azores.

 

 

III – The name Loja dos Açores was registered in the name of APS by the National Institute of Industrial Property, on 21 April 2006, under number 48150. This formalized the situation that existed in the space that is still the current one, since January 2005, date on which the activity was transferred from the Kiosk to the current store (Note: the text is from 2012), with that designation.

 

 

In 2006, Loja dos Açores received an honorable mention in the Christmas decoration competition, awarded by ANA,SA.

Some local products (Azorean food and beverages) that are rare to find in São Miguel, or even non-existent, have long been available at the Loja dos Açores, such as Alfenim da Terceira, Alhos da Graciosa, Cigars de S. Jorge (sweet), the jam and pineapple liqueur from Augusto Arruda, the tobacco wrack for chopping or the snuff.

Some products of the Regional Craftsmanship that are very rare to find in S. Miguel, almost all non-existent in the private offer, have been available for a long time at the Loja dos Açores, such as straw embroidery from Faial, blankets from S. Jorge, lace from Faial and Pico , basanitas from Faial, stonework from S. Jorge, pottery from Terceira (namely alguidar for rump) and Pico, pieces in raffia, pieces in wheat straw, Labrega do Pico doll, pieces in hydrangea cores from Flores, bells and clappers , hand embroidered Azores flags, wool sweaters from Santa Maria, Corvo locks, inlaid in wood, ceramics from S. Jorge; rope made with ox tails from Terceira, human figures made from matchsticks from Terceira, ciros, costume and paraphernalia of the Romeiros of S. Miguel and traditional costumes of Azorean folklore.

In December 2011 we held an exhibition of Nativity scenes at João Paulo II airport, with invitations to read: «Despite its small size, this exhibition shows the most traditional pieces in lapinha, works in sperm whale bone, vegetable ivory, basalt, eucalyptus, matchstick, corn leaf, bamboo, cow bone, deer horn, clay, shells, fig kernels, and others built with seeds, bark and dry parts of various plants. It brings together cribs built by artisans residing on the islands of Terceira, Faial, Pico and S. Miguel.».

In March 2012, we held at the João Paulo II airport an Exhibition of “Laces of Acaseado do Pico and Faial”, in which invitations can be read: «This Exhibition shows the most traditional and characteristic laces of those islands, which currently they are made only by elderly ladies. The Exhibition is open to the public uninterruptedly. However, any person, community or entity interested in a professional guided tour of this Exhibition may do so every day, except Saturdays and Sundays, from 09:00 to 17:00.». On this occasion, we gave an interview on RDP, on the program by journalist Sidónio Bettencourt, “Between Us? Nine Islands?”

 

 

 

Every year, the mannequin placed at the door of the Store, dressed in the traditional costume of Azorean folklore, is replaced during the period of the Pilgrimages, around Easter, by a life-size pilgrim figure, dressed in formal wear, whose bust was carved in wood by a specialist craftsman.

 

 

Loja dos Açores was present in several issues of Livening magazine, edited by ANA, SA and participated in various promotional campaigns aimed at different audiences.

Loja dos Açores participated in various training actions and workshops held by ANA,SA, and regularly undergoes external assessments regarding safety, hygiene and rationalization of energy resources.

Over the years, the Loja dos Açores regularly presents shop windows and specific decorations in the following circumstances: by dates (Christmas, Valentine’s Day, Carnival and Easter); by Island (promotion/highlighting of all products from a given Island – handicrafts, food and beverages and books by authors who are native to that island and by other authors about that island); and by type of products (eg lace, or dolls, or fish scale flowers, from various islands).

September 6, 2012

Impacts on the Regional Economy

Despite its small size, Loja dos Açores is the only private company in the Azores that, since 2004, sells only genuine handicrafts from the 9 islands of the Azores, and whose activity has resulted, so far, in the payment of close to half a million euros to the approximately 300 Azorean artisans with whom we regularly work.

Thanks to the Loja dos Açores, more than 100,000 euros on an annual average are distributed mainly to the rural and fishing parishes of the archipelago, which certainly help to strengthen the family income of many families, while contributing to the continuation of the traditional arts of the Azores.

Considering that most of Loja dos Açores’ customers are economic agents residing outside the RAA, the contribution, albeit modest, to regional exports and to the capture of capital gains generated outside the Region should be added in this perspective.

The welcoming and professional way in which customers are served at Loja dos Açores contributes to the Region’s good image to those who visit us, which is revived and accentuated upon their return at the airport.

For about 7 years, Loja dos Açores created two full-time jobs. Decreased sales led to a reduction in personnel expenses and we are currently reduced to a part-time employee. After the expansion, we expect to be able to offer two jobs on a part-time basis.

Loja dos Açores contributes to the promotion and valorization of endogenous resources of the Azores, although with a relatively modest volume in macroeconomic terms, the sale of Azorean handicrafts constitutes an incentive for the valorization of endogenous natural resources, such as basalt, shells, bone of whale, fish scale, corn leaf, clay, among others that, through the action of those in the various islands, mastering the traditional arts, transform them into products with high added value.

On the other hand, considering that the population itself, its traditions and its know-how are endogenous resources of high potential, Loja dos Açores makes a relevant contribution to the viability of the artisanal activity, by giving it more visibility and marketing.

 December 2012

General Objectives of the Azores Shop

Extracted from the ANA,SA Magazine, Livening, nº 8 – Fall/Winter 2011

The place that Loja dos Açores occupies, and intends to occupy substantially better with the expansion of its area, is very clear and has well-defined contours:

Showcase of the Artisans of the 9 Islands of the Azores.

It is about Exhibiting with respect for the dignity of each piece, with art and harmony; knowing how to present them, revealing their historical contours, in several languages: Portuguese, English, German, Spanish, Italian and French; make available the “Arts & Crafts” of the Azores, not having not one single piece from outside the RAA, (the T-Shirts being the only exception).

We distinguish ourselves from all other sales outlets supposedly selling regional items, as you can’t see in the Loja dos Açores any product that abounds and predominates in exhibitors in all other locations, in the city of Ponta Delgada, as well as, unfortunately, in the entire Region, with some honorable exceptions in Lajes do Pico.

Loja dos Açores has a public commitment, namely with a wide range of loyal customers, and an individual one, with around 300 artisans spread across the 9 islands of the Azores, to refuse the “commercial temptation” of the business of “souvenirs” produced on the mainland, or in China, although all with the inscription “Azores”, which swarm wherever tourists pass by. Our customer is the one who, upon entering the store, exclaims: «Finally here I find true crafts, genuine productions, books by Azorean authors, Insula History, Azorean music! ».

The employees of Loja dos Açores are educated to transmit a feeling of joy and availability to those who enter the store, sparingly expressing their pride in receiving someone interested in the material and immaterial elements of Azorean culture, and knowing how to transmit the associated ways of life to themes expressed with art in the different materials.

We work intensively with the employees of Loja dos Açores in order to train them, both in sales techniques and in the development of communication skills, of knowledge about each type of product, sharing specific texts (for example, on artificial flowers, the lace, on the whale bone and the sperm whale, on the embroidery, the costume, the history of the lapinha nativity scenes, the origin of the revelers, among others), and carrying out formative evaluation sheets and simulations of situations with customers.

Loja dos Açores intends to occupy an “anchor” place for those traveling, for example by providing postage stamps at times when CTT services are closed, keeping keys and other objects that are later handed over to family members and/or friends, helping to wrap special objects, giving information on various topics, exchanging money, lending our cell phone to those who need to make a quick call, sending the ordered piece by mail at no additional cost, that is, providing with dedication and care, a service as personalized, as individual is each piece of handicraft and each customer.

To reinforce proximity to the customer, each envelope used to pack the merchandise sold, in any of its 4 sizes, has an individual composition and contains a stamp with the mobile phone number of the Proponent Ana Paula Sousa, as well as the email address from the Azores store.

 

 

 

Marketplace

Located next to the Sata counter, in front of the departure lounge of the biggest airport in the Azores (Ponta Delgada), the Loja dos Açores is the only store owned by a private company that sells handicrafts, food and beverages, literary and musical productions, only genuine pieces – it’s its main argument.

Loja dos Açores has a public commitment to refuse “souvenirs” produced outside the RAA. Our client is the one looking for true regional crafts, genuine productions, traditional tastes, books by Azorean authors, Azorean music. Many residents of S. Miguel know that, here, they are able to find products that do not exist elsewhere.

Most customers are residents outside the RAA, with emphasis on emigrants and their children who visit the land of their origins, where their roots, so visible in the products on display. It is therefore a booming market, little affected by the restrictions that affected most portugueses.

Future Projects

Having expanded the store’s area 1 year ago, the most immediate future project is to invest in increasing its diversity. Loja dos Açores, due to the nature of its suppliers, has to take the initiative to contact artisans, who do not communicate by email and many do not use telephones or mobile phones. Traveling to each of the 9 islands is, therefore, essential to expand and deepen the quality of our commercial space. We prepare the street sale of our products in the city of Ponta Delgada, when tourists who visit us arrive during the stopover on cruise ships. The opening of a store in Ponta Delgada remains an expectation once its location is appropriate. We intend to create original t-shirt models with an appealing design on relevant Azorean themes. We are in contact with a professional team of designers specialized in clothing, with a view to designing modern clothing that recovers elements of traditional Azorean clothing.

Strengths

Title of the registration of the name of the establishment LOJA DOS AÇORES issued by the INPI. Diversity, genuineness and artistic quality of the products on display that materialize and convey traditions of Azorean culture. Absence of serious and direct competition noticeable by most customers. Location at the biggest airport in the Azores and next to the Sata counter in front of the departure lounge. Area of ​​40 square meters with great environment. 20 years of experience managing partner in the commercialization of RAA handicrafts. Contacts and quality of the trusting relationship with more than 300 artisans spread across the 9 islands of the Azores. Longevity and quality of the relationship with ANA, Aeroportos de Portugal (about 13 years). Availability of the managing partner, with absolute and exclusive dedication to commercial activity. Image with its various audiences. No dependence on any particular vendor. Support from the managing partner’s husband in public relations, store decoration and relations with official entities.

Weaknesses

Seasonality of passenger flow at Ponta Delgada airport. The fact that the commercialized products are not of first necessity. Activity dependency on the capabilities of the managing partner.

Opportunities

Possibility of expanding the area of ​​the current store. Possibility of increasing the diversity of products for sale. Expansion of commercial activity to other spaces, taking greater advantage of the know-how accumulated over 2 decades of activity. Creation of a range of new products with the Loja dos Açores brand, with the possibility of resale outside João Paulo II airport.

Threats

Worldwide disaster with consequences in the reduction of tourist flows. Extinction of traditional craft activity in some types of products.