Editorial · Articles from Herreira
Conversations from the atelier
Patrícia and Alexandre write about technique, sales, brand and what they learn by teaching.
Technique
How to evaluate a piece of semijewelry: 5 tests every buyer should know
Five simple tests, executable in any store, without lab instruments. The honest criterion that separates a purchase that lasts from one that disappoints.
by Patrícia Caramaschi11 min readTechnique
Electrodeposition: the plating process step by step
The chemistry of gold plating has existed for over 180 years. Every serious semijewelry factory repeats the same six steps with tolerances in tenths of a micron.
by Patrícia Caramaschi13 min readTechnique
18k plating in depth: from microns to finishing
18k gold plating is a three-layer system with well-defined industrial tolerances. Knowing how to read it is the difference between buying well and buying by the package.
by Patrícia Caramaschi12 min readTechnique
Premium semijewelry vs costume jewelry: what truly separates them
It is not the first-month shine that separates semijewelry from costume jewelry. It is the structure inside, the plating thickness, and the technical norms each piece meets.
by Patrícia Caramaschi12 min readBrand
GEO for jewelers: why your brand must be cited by artificial intelligence
In 2026, the customer asks ChatGPT before searching on Google. If your brand does not appear in the AI answer, you are out of the purchase decision.
by Alexandre Caramaschi8 min readTechnique
Why Herreira has never accepted thin plating
In August 2008, on the very first day at the atelier, I made a choice that was expensive and hurt the cash flow. Eighteen years later, it is what holds the brand together.
by Patrícia Caramaschi5 min readTechnique
How to recognize a piece of jewelry that will last
Five signals every reseller can teach a customer in under two minutes. No lab technique required.
by Patrícia Caramaschi6 min readHistory
The story of our first atelier in Goiânia
August 2008. A twelve square meter room, one bench, three test plating baths, and the first reseller arriving with no appointment.
by Patrícia Caramaschi7 min readSales
Selling jewelry in 2026: what changed and what stays the same
Instagram, WhatsApp Business, link in bio, short-form video. The showcase became a screen. But the purchase decision still happens in the same place as always.
by Patrícia Caramaschi6 min read