With over 50 years of experience in the private-label footwear sector and now under third-generation leadership, JOIA – Calçado, S.A. has been evolving steadily and sustainably.
On February 14, 1973
It was founded as Silva & Rodrigues, Lda., and the company began with 27 employees, focusing exclusively on the domestic market. In the 1980s, it relocated to its current headquarters and ventured into international markets, starting with France as its first export destination.
In 1999
The company rebranded as JOIA – Calçado, S.A. and Fernando Valdemar Rodrigues Lima assumed the role of Managing Director. This marked the beginning of a new chapter, driven by strengthened expertise and strategic investments in technology to remain at the forefront of the industry.
In February 2023
JOIA celebrated its 50th anniversary, marking a significant milestone in its history as the third generation takes on leadership roles. An all-female leadership team is now at the helm, continuing the brand’s legacy while introducing a renewed vision aligned with the challenges of the future.
Developing fashion footwear for the private-label market, constantly focusing on offering products that combine quality, comfort, innovation and design, exceeding customer expectations.
To be recognized as a fashion footwear manufacturer of excellence, with 100% Portuguese production, preserving the essence and values that have shaped JOIA over the years and remaining at the forefront of the sector.
Combining craftsmanship with innovation, we develop fashion footwear for men and women in the mid-high and luxury segments and closely monitor all stages of production, ensuring that each pair of shoes meets the highest standards demanded by our customers.
By combining technical expertise with advanced technology, our specialized technicians transform ideas and concepts into products of excellence that align with market trends.
The Sampling Department optimizes all processes to adjust different production scales, guaranteeing efficiency at every phase.
Once the materials have been selected based on customer specifications and our expertise, the production process begins, ensuring high-quality results.
After reviewing all production steps, our Logistics Department ensures that every order is prepared correctly and delivered to its destination according to the agreed specifications.
We carefully consider every stage of the production process to minimize our impact on the environment and on future generations.
Since 2018
This demonstrates our commitment to reducing our carbon footprint while delivering exceptional-quality products. In addition, we treat wastewater and actively prioritize solvent-free or low-solvent chemicals to protect both people and the planet.
In recent years
Committed to continuous improvement, we comply with NP EN ISO 9001 and NP EN ISO 14001 standards, reducing waste and promoting responsible resource use while balancing operational excellence with a more sustainable future.
