Bord'arte is an innovative concept that introduces the Madeira embroidery in everyday décor objects. A reinvent tradition of hundreds of years by Maria João Freitas who nurtures a passion for this form of art and does not want to see it lost in time.
Why you decided to create the bord'arte?
Maria João Freitas: I always saw my mother and my aunts embroidering is a form of expression of who we are. It has to do with the locals, with the colors and what we want to show to others. It was an away gift from people who came from outside, tourists and shows part of the cultural wealth of our ancestors. It pains me greatly to see lost this art. People think that the Madeira embroidery is not useful, it is not practical, I tried to give it a modern aspect. I affixed in decorative pieces, because I think people have the idea of embroidery on top of the television and we can change this concept, placing it in another context, the embroidery within a piece of glass, as a piece of decoration, for example.
From the traditional you created a series of decorative products, including a few patchwork balls, it's hard to make this work?
MJF: It is not easy. The idea came last Christmas, when I began to participate in craft fairs, this was the first step. One of my goals was to share the knowledge they had and see what I could do, what not to do and start creating. I started with patchwork, very out of curiosity and decided to apply it as a Christmas tree decoration. Later I started using them now as decoration on a table.
It joined the traditional with something more contemporary.
MJF: Exactly. Then I had the idea of doing them with embroidery, to that end I had to contact a factory, because I have to use a certified product of IVBRAM ( Madera institute of wine and embroidery). I explained my ideas and they immediately accepted the project. I thought my biggest problem was to change mindsets, because in addition to sheets, towels and bath towel there is very little variety and the people in the factory accept different ideas, both the person who designs patterns and the embroider. I also tried to use other colors, in addition to the traditional ones. You can work not only in cotton and not exclusively in linen, there are a number of things we can do. Until recently we were limited to use embroidery as we did fifty years ago and have evolved so much, the embroidery can also evolve without losing its roots.
What were the most successful items among the public?
MJF: The handkerchiefs bag is what sells best, especially for the locals. I notice that there are many people who value the work. The bags with lavender scent, which can be used in a room, a drawers or as decoration and many are also sold out. People value and appreciate what I have, go back to the origins. I feel that.
Let's talk about the kind of person who seeks bord'arte?
MJF: I have a lot of acceptance by the locals. Many tell me they have embroidery at home from their mothers and grandmothers, but not always use it and look at these items differently, not only as something they have inherited, but as something they can use in everyday life. And I intend to show it also to the younger generation. In my day-to-day I talk much with them, I teach, I show a lot of my work and I notice that this mentality is not difficult to change. Basically what I'm doing is reinventing our craft, because it needs a push since is stagnated. People always choose the simplest, the cheapest, which unfortunately we see increasingly widespread, mass products. I have nothing against the Chinese, but are products with no personal touch, no love, dedication and passion. The islanders are a symbol of the search for a better life, but I would not want to lose our Funchal, our more traditional stores, in favor of other with tax benefits and we are forgetting what is ours.
