Joyería artesanal: La innovación como motor de rescate cultural y económico de las técnicas tradicionales de platería en Taxco, Guerrero.

Abstract

The objective of this project is to design a strategy to revalue silver craftsmanship through the diversification and opening of specific markets with the artisans of Taxco, in order to know and identify the real problems that affect this craft and determine the priority needs of the participants in this work. INEGI (2020) estimates that there are around 3,000 artisans who still work with silver in this place, in small workshops that include family participation and it is here where priceless pieces are materialized that are currently little appreciated in the regional market, so they are often sold wholesale and without the help of marketing processes behind.
Strategic design is a fundamental axis within this research, since, with the help of the Design Thinking methodology, a culture of innovation can be generated in silversmith artisans so that their products can be diversified, revalued and integrated into specific markets. This includes learning, assimilation and application of current trends in silver design for the creation of jewelry that seeks the use and preservation of traditional techniques and revisits the cultural heritage of the village.