In 1858, the rains removed some land in Guadamur (Toledo). Some neighbors observed that, when the clouds cleared, bright rays came out of that land. It was the reverberation that sunlight created on the precious metals of votive crowns and crosses. The treasure of the Visigothic kings of Toledo, known as the treasure of Guarrazar, had been discovered.
A teacher who practiced in those lands, Claudio Yanes, took a great interest in the pieces. He reproduced them endlessly in drawings and cardboard to make goldsmithing his passion. In 1881 he opened a small jewelry store on Calle del Carmen in Madrid, beginning the story of a saga that has been in business for 142 years and is now in the hands of the fifth generation.
Roca del abrazo, another of the pieces that will make up Arte de amar.
That store was the seed of the Yanes empire, which in 2023 has 12 points of sale in Spain. Abroad, they are in the Dominican Republic, the Philippines, where they have established themselves this year, and Japan, a country where they have settled for more than 40 years, as well as in the US. “We have all received the same criteria to work: human values, personalized attention, customer care and finishing of the jewels with perfect touches”, assures the patriarch of the family, Jesús Yanes. Of his five sons, JuanLuis and Cristina are the partners who currently run the family firm, all three with the same management responsibilities.
In 2022, the company had a turnover of 4.9 million euros, 21% more than the previous year, thus continuing the trend of annual growth that has been taking place for years, with the exception of 2020. The forecast for 2023-2024 is to increase their turnover by 15%. Every year, they invest 200,000 euros in renewing the points of sale.
handmade finish
The secret of this brand “is that time does not pass through the jewel, that it passes from generation to generation,” says Luis Yanes. For this, the work is so meticulous “that we even take care of the interiors of the pieces. Now, although 70% of the design and manufacture are digital, the finish is still 100% handmade, it is what sets us apart ”, he adds. The company has a warehouse in Legazpi (Madrid) where designs are made on paper, 3D computer graphics, manufacturing, polishing, laser washing and settings.
Yanes creates and sells her own gold and jewelry items, receives orders, and also serves customers who come with their own designs.
The company’s current workforce is made up of 70 employees. The problem he encounters is that “it is difficult to replace the staff that retires,” says Juan Yanes. “There is youth, but learning is slow and many young people do not see the immediate profitability of other professions,” adds his brother Luis. Yanes has its own foundation, which offers training in an approved center in Barajas.
Miniature replica of one of the National Heritage games, from the YanesJuan Lazaro jewelry store
Future plans go through Mexico, “where we have interested investors,” says Luis Yanes, “and to open a store in Barcelona, since it is still very difficult to find a store on a representative street, such as Paseo de Gracia.”
There are projects, such as promoting jewelry for men or organizing musical evenings, “but our DNA is noble metals and precious stones and we will continue with them,” says Luis.
The main figures
15% is the billing growth forecast for the years 2023 and 2024 compared to previous years.
The family business has been running for 142 years. In 1881, the founder of the saga of goldsmiths and jewelers, Claudio Yanes, opened a small jewelry store in the center of Madrid.
70% is the level of digitization of the processes that the brand currently has, both in design and in manufacturing.
Piece titled The Tree of Life, which will form part of the Art of Love exhibition. Juan Lazaro
Exhibition ‘Art of loving’ and lasting collections
Something that the Yanes family is very proud of is their collections. The oldest, dating back to the 19th century, is Malpica, from which pieces designed by the founder Claudio Yanes continue to be sold. The Alhambra collection, inspired by the Granada palace, continues to be another fetish, just like Yanes Junior, today transformed into Yanes Young, only in silver.
However, the family, which means the company, is currently fully invested in the most recent and that can be admired in the Art of loving exhibition, which will take place next September at the San Fernando Royal Academy of Fine Arts. , in Madrid.
The sample will consist of 18 goldsmith pieces in which the common denominator of the designs is love: divine, human, present in mythology and sexual diversity. “Once again, the great-great-grandfather has inspired us with his sketches of nudes and lovers of all kinds,” says Luis Yanes. In fact, Arte de amar began its journey in Toledo in honor of the founder of the saga.
Another collection that still gives revenue to Yanes is the silver from the Royal Palace. Through an agreement with Patrimonio Nacional, to which the firm paid a royalty, it was able to reproduce and miniaturize objects from the palace for sale. Currently they sell the stock, because at the end of the term of said agreement the molds were broken.
Recycling and a terrible time
Sustainability. Juan Yanes, one of the directors, explains that they carry out “the recycling of the processes, especially the acids used and the cases, as well as the traceability of raw materials, such as gold, gems and diamonds”.
The worst scare Jesús Yanes does not doubt it: “The worst moment in our history, apart from the Civil War, was a very violent robbery in the Marbella store in the 90s. The losses amounted to 4.8 million euros. Soon we closed it.”
Follow all the information about Cinco Días at Facebook, Twitter y Linkedinthe en nuestra newsletter Five Day Agenda
2023-08-28 05:44:26
#Yanes #historic #Spanish #jewelry #brand #art #future
