The Royal Jewellers S01 ep11 : Carrera y Carrera Jewellery [Madrid]
Interview with Manuel Carrera
MADRID- Maria Eugenia Giron - ex-Loewe, now Carrera's CEO MADRID- Manuel Carrera - Carrera y Carrera It is an artistic job, artistic work that creates a piece of vanity, in a world of vanity . It is not just something to put on a mantle piece. It is something spiritual and something cultural. It is the only thing along with architecture and art that represents history. You can see the history of a nation through its jewellery. The biggest desire that the musician Rostropovich has, is to come to Madrid and have a glass of wine and a little bit of Tapas with me in the centre of Madrid. We are the best of friends, twin souls and talk for hours even though I don't understand nor speak French and he doesn't speak Spanish.
Marie Eugenia Giron
Carrera y Carrera is the Spanish brand of high jewellery. It is all of the positive
values of Spain. The energy, the emotion, the passion, but also the
sophistication and the refinement of Spain, of its culture of its history.
KM - Why are you here?
Working with designers, creating new things, looking at things in a different
way, transforming a culture and making it evolve, working in an international
environment, all these are things that really excite and move me and is what
made me make this choice of career.
KM - Where did you come from?
I am an engineer but I have never worked as an engineer in production, but I
have always had a very good sense for numbers and mathematics, my initial
experience is in banking. In banking I felt like I was not living the real thing, I
was looking at things from very far away, so I decided to complete my
academic education and I attended a master’s programme in the US that
opened a lot of different doors. The doors that opened had to do with my
personal interests. Since an early age I have been interested in creation, in art,
in creativity, in product development, in aesthetics, and I realised that there
was an opportunity of reconciling my business ambition, my ambition of being
an entrepreneur with the world of creation and art, that I loved. That
opportunity happened within the luxury goods industry and with time it
happened in the jewellery industry.
Because I am Spanish and because I understood the opportunity in Carrera y
Carrera I decided to work with the Manuel Carrera who has been the designer
for the house for many years, and help him accomplish the project of his life,
which was to transform Carrera into a brand, a brand of reference in the world
of luxury and in the world of jewellery.
In the product development phase of within luxury goods, there are three
elements that have to be taken into account, and I know this is a long answer
to your question. The three elements is that the products have to be at the
same time faithful to their roots. To be a brand in the luxury industry you have
to have a 'style' you need to propose to the consumer a different proposition.
That is a key element to success. Besides being faithful to your roots, you also
have to anticipate what the market needs. How are the needs of women
around the world evolving and how is that going to affect what they are looking
for in fashion, in accessories and in jewellery. And there are elements that
have to be taken into account, fashion trends, fashion that affects our
perception of everything. My premise when I came to Carrera y Carrera was
that this industry is changing very much because the consumer is changing.
There are more and more women who are making their own decisions, it is
women who are more and more buying jewellery, and when they make their
choice they have a different approach than men. The Consumer behaviour is
completely different and it is this that is driving the change.
Why Carrera? Because within Carrera there are two elements that are keys to
making a business and a brand successful. One is that Carrera y Carrera
already has a style of its own, which is original, identifiable and unique, rooted
into Spain. This is something very difficult to build. So many designers that we
know, spend their whole life trying to build a style that is different.
KM: Their own unique signature?
This is indeed a key element for success. And the second element is that
Carrera y Carrera is already an international brand. It is present, it is notorious
in the most difficult markets in the world - the US and Japan. Two very
different markets, two very difficult markets but two very important markets if a
brand wants to be successful on the international stage.
KM: Why is it that the Spanish have been a bit "Johnny come lately" in terms
of the luxury business? You have had the same core artisinal values, like the
Italians you have also been used by the French as fantastic craftsmen.
Craftsmanship is not enough; it is a necessary element into the equation,
because craftsmanship allows two things. 1. Excellent quality 2. It allows the
one of a kind product, individual products. We are in a world where people
want to be unique, and that is why the craftsmanship which is Carrera's
strength is also an excellent platform to build a business. This is a real
challenge - by using traditional technology, traditional craftsmen to create, to
develop, to produce, wonderful, contemporary, modern products, with a link to
fashion and that appeal to women throughout the world.
KM What is Jewellery to you - what is it supposed to be for?
It is an artistic expression using the most wonderful raw materials that come
directly from the earth: the Gold, the silver, the platinum but also the precious
stones. All those elements are down there, for us to extract them and produce
from those materials, in an artistic way a feeling an emotion, a culture.
Our dream, which is becoming less of a dream everyday and more of a reality,
is to be the Spanish brand of reference, in the luxury jewellery market. We are
the only one and we are starting to play in the first league and eventually we
will win the championship.
11.38 – Speaks Spanish
Interpreter: Carrera Y Carrera in reality is a company that has built a name in
the history of jewellery. For the Spanish jewellery trade, it is an Icon. It is the
only jewellery company in Spain, which is known internationally. In the world of
jewellery Carrera y Carrera is recognised because it is a different type of
jewellery. We broke the mould from traditionally and classic jewellery.
12.23 – Speaks Spanish
Interpreter: Traditionally, jewellery has always been an ornamental thing for
women and it is also has been seen as an investment. Our jewellery has also
attracted people who were interested in the spirituality of the items we were
KM: How did it start?
12.57 – Speaks Spanish
Interpreter: The business started with my great, great grandfather Arturio
Carrera who studied and worked in the world of jewellery. Since then, there
has always been a jeweller in every generation of my family. In 1960, my
cousin Juan Jose Carrera and I started working together and instead of just
saying Carrera Jewellers, it was now Carrera y Carrera because of the two
KM: Why are you doing jewellery?
13.46 – Speaks Spanish
Interpreter: I became a jeweller because of good luck. After the war in Spain
being a jeweller didn't pay much and there was not a lot of work for a person
that wanted to be in the jewellery business. So at that time being a jeweller
was not a good job. At the time, you only had the choice to make or do
something with your hands. I knew that I could do other things in which I could
earn more money but the thing I loved most in the world was jewellery, it was
something that I was passionate about in my heart.
KM: What to you is the difference between a jeweller and a great jeweller?
14.33 - Speaks Spanish
Interpreter: Any craftsman can make jewellery, but what distinguishes a normal
craftsman from a great jeweller is the ambition to be a much better jeweller
and the ambition to create incredible jewellery.
KM: What is jewellery and what is it for?
15.07 – speaks Spanish
Interpreter: It is an artistic job, artistic work that creates a piece of vanity, in a
world of vanity. It is not just something to put on a mantle piece. It is
something spiritual and something cultural. It is the only thing along with
architecture and art that represents history. You can see the history of a nation
through its jewellery.
15.55 – Speaks Spanish
16.04 - Interpreter
The biggest desire that the musician Rostropovich has is to come to Madrid
and have a glass of wine and a little bit of Tapas with me in the centre of
Madrid. We are the best of friends, twin souls and talk for hours even though I
don't understand nor speak French and he doesn't speak Spanish.
16.35 – Speaks Spanish
Interpreter: Of all the VIP people that I have met, the Queen Sophia of Spain
calls me "my friend Carrera" which makes me proud.
OFFICIAL WEBSITE: Carrera y Carrera Jewellery