It is not always easy to reconcile sympathy and tranquility with firmness, however, it is exactly this rich mixture that can be seen behind the counter at Ourivesaria Pereira, nº 119, in Rua da Liberdade, in São João da Madeira. Maria da Luz Pereira and Ana Margarida Pereira, the two sisters who own this establishment exude assertiveness and confidence, the result of decades of experience, always welcoming customers with a smile.

His father was born in Aveiro and, during the ten years he worked at the jeweler Vieira, he acquired the necessary knowledge to venture into his own business. At the age of nineteen, after moving to São João da Madeira, he opened Ourivesaria Pereira together with a friend. 1960 was the year.
The two grew up, therefore, behind the counter, helping in whatever they could, but always accumulating knowledge so that later, they could take over the business.
Initially who ran the business was Ana Margarida. Then Maria da Luz took over the establishment and nine years later, Ana Margarida joined the management of the house as well as Maria da Luz’s husband, José Melo, who came to provide valuable support.
New generations are often associated with a rebirth, a reshaping of social and economic structures and the two sisters were no exception to this reality. Due to the circumstances, they had to adapt their business, making the space wider, with better visibility and with the door always open to passers-by.
However, jewelery has never lost its traditional character: an inviting space, in which customers are well known and meets their expectations. A place where customers are really listened to and served with the care of those who have always shared the city of São João da Madeira with them.

Maria da Luz and Ana Margarida even refused the possibility of moving their business to a more modern space, since they considered Rua da Liberdade the best place for their establishment. A street that, despite not having the affluence of the past, continues to enchant the people of São João da Madeira, precisely because of businesses such as Ourivesaria Pereira.
The attitude of these enterprising goldsmiths is, moreover, commendable, for their inclusion. They look at their activity, not as an isolated element, but as part of a valuable commercial tradition, something to preserve, with the joint effort of the merchants of this famous street.
Their dynamism leads them to use new information technologies to publicize their products on social networks and to provide immediate feedback to the various questions and comments placed there.

Na Ourivesaria Pereira, a prata e o ouro moldam-se em formas de beleza incomparável: anéis, colares, pulseiras, brincos e relógios que nos prendem o olhar com o seu impecável brilho. Tais objetos são, contudo, ofuscados pela dedicação da Sra. Maria da Luz e da Sra. Ana Margarida ao seu negócio e aos seus clientes e isso sim, é algo de valor incalculável!