D.OR.Campania's mission: momentum and unity for the jewellery tradition
D.OR.Campania has a clear goal: to give uniqueness and momentum to the entire production chain. A feasibility plan will outline new development guidelines, with the drive for internationalisation as a key focus. The region ranks fifth in Italy by number of businesses (mainly concentrated in Naples and Caserta) and seventh for export value, amounting to approximately €36.1 million, with a 5% increase in exports in the last quarter of 2023. Building on this foundation, communication strategies will enhance brand identity, leveraging the opportunities and tools provided by technology. AI, for instance, highlights the unique features of the region's jewellery production and strengthens its competitiveness in international markets.
Training is also a priority, with scholarships and sessions in managerial and organisational fields. Alongside existing technical courses (Tarì Design School, Bulla, and Istituto Degni in Torre del Greco), managerial and organisational training will be introduced to develop new professional skills, including the District Innovation Manager. The "golden paths" are not just a business experience but also a means to promote and showcase the cities. Among the strategies is the revitalisation of tourism in Borgo Orefici and Torre del Greco. Additionally, the retail sector will be boosted, reinforcing the production and service identity of businesses in the Marcianise hubs, including Il Tarì and Oromare.
There will also be a focus on sustainability, circular economy, and innovation, with the creation of an Innovation Hub to benefit all players in the supply chain. Building a network of excellence with universities, Chambers of Commerce, Confindustria, and innovation centres will be crucial.
Each of the promoters has a unique identity and, in some cases, decades of experience, with know-how and resources that will be put at the service of the entire sector. Among the key players in D.OR.Campania is the Il Tarì Jewellery Centre in Marcianise, which hosts over 400 companies, employs 2,500 people, attracts 400,000 professionals annually, and organises three specialised events for the sector. Oromare, with 150 companies and 1,000 employees covering the entire supply chain, is another project focused on innovation and modernisation. Borgo Orefici in Naples is the heart of the jewellery industry, located in a historic area of the city centre that has housed jewellers, artisanal workshops, diamond cutters, setters, and gemstone traders since the 14th century. Torre del Greco is a specialised hub for coral and cameo craftsmanship, a thriving industry with centuries of tradition, renowned worldwide, with steady demand supporting both medium-large businesses and the proliferation of small and micro-workshops.
The entire retail distribution system is well-established across the region, with over 1,400 outlets, mostly family-run.
