On the shores of Porto Santo island (Portugal), where the ocean meets the sand, Vera Menezes sees more than just washed-up debris—she sees a new artistic possibility. Through her work at Loja do Profeta, she transforms marine waste into beautiful, handcrafted pieces, mentoring and inspiring others to embrace sustainability through craft.
Vera’s journey began with a deep desire to preserve Porto Santo’s traditional crafts, which were disappearing in favor of mass production. Instead of following conventional paths, she turned to what the ocean provided—discarded fishing nets, plastic fragments, and driftwood—and gave them a second life.
Her creations include decorative fish, mirrors framed with salvaged wood, and jewelry made from glass found on the beach. But beyond the aesthetic, her work tells a powerful story—one of environmental awareness, cultural heritage, and the resilience of handmade art.
When you created this project, what was your main goal?
My main idea was to revive traditional craftsmanship in Porto Santo because there was almost nothing locally made on the island. Everything we found was industrially produced and did not reflect our culture, traditions, or way of life.
I started researching local crafts, looking for things that already existed and traditions that could be restored. One of those was marine waste upcycling—which is very trendy today but has always been part of Porto Santo’s history.
Did you face challenges convincing the local community and artisans to embrace these practices? How has the public reacted to your work?
It has been both a challenge and a support tool.
The concept of reusing marine waste is trendy now, but for Porto Santo, it has always been a way of life.
People used to salvage materials washed ashore after storms—like wood, which was rare on the island. Since there were no trees, people repurposed driftwood to make windows, doors, and other essential structures.
Another example is iron buoys. In the past, residents would drill holes in them, add a lid, and use them to store water for farming. These kinds of sustainable practices were a necessity, not a trend.
Our shop continues this tradition, transforming marine debris into decorative and functional items, such as mirrors, artistic pieces, and even jewelry.
You also developed graphic designs that highlight Porto Santo’s cultural heritage. What inspired this?
We wanted to create a visual tribute to Porto Santo’s rich culture and history. Some of the symbols we incorporated include:
Padrão dos Descobrimentos ("Soapstone Monument") – A tribute to Portugal’s Age of Discoveries, locally nicknamed "Soapstone" due to its shape.
Fábrica das Águas – A once-famous factory known for its award-winning carbonated water.
Barco Carreiro – The historic boat that connected Madeira and Porto Santo for many years.
The Dragoeiro Tree – A native species symbolizing the island, featured on the local flag.
Porto Santo’s Windmills – Unique structures rotating on a stone base to follow the wind direction.
Lambecas – The island’s famous handmade ice cream, a true local delicacy.
Porto Santo Donkeys – Once essential for transport, now a cherished cultural icon.
Pink Sandpiper – A migratory bird, adding to the island’s rich biodiversity.
Taboibo Fruit – A local delicacy widely consumed on the island.
Endemic Land Snails – With over 150 species, Porto Santo is home to a unique ecosystem.
How did you transition from graphic design to sustainable craft-making?
Before moving to Porto Santo, I worked for a publishing house in Porto until it closed during the 2008 economic crisis. Despite the financial struggles, I decided to relocate to Porto Santo and start a business in the middle of the crisis. I opened a small print and design shop, which at the time didn’t exist on the island.
During the pandemic, I saw an opportunity to develop my craft project.
In 2016, we began selling at Hotel Porto Santo and Casa da Serra. By 2018, I realized that our work had gained enough momentum to establish a dedicated shop space. Instead of opening a second store, I divided our existing space to accommodate both the Loja do Profeta craft shop and our design studio.
Between 2018 and 2025, demand grew, and we expanded the shop. Today, we have a larger space, more artisans involved, and a stronger customer base, proving that sustainable craftsmanship has a place in Porto Santo’s future.
What are the biggest challenges of running a craft business in Porto Santo?
Running a small business on an island is already difficult, but working in sustainable craft adds extra challenges:
Balancing costs – Keeping products affordable for tourists while covering production expenses.
Seasonal tourism – Managing stock and financial stability in the off-season.
Material transportation – Bringing in necessary supplies or shipping products off the island.
To overcome these challenges, we adopted several strategies:
Diversifying products – Offering a variety of handcrafted items at different price points.
Collaborating with other artisans – Sharing costs and production resources.
Expanding online marketing – Using Instagram & Facebook to promote and sell items.
Hosting craft workshops – Attracting both tourists and locals to interactive events.
Partnering with eco-projects – Raising awareness about sustainability through community initiatives.
Your shop has gained recognition in the media. How has this helped?
We've been fortunate that tourism magazines, TV, and newspapers have found us organically. We never paid for advertising, yet we’ve been featured in Volta ao Mundo, Evasões, Público, SIC, RTP1, and even the Odyssey channel.
Most surprising is that our biggest customer base is Portuguese tourists—not foreigners. Many assume that visitors from abroad would be our primary buyers, but in reality, Madeirans and mainland Portuguese are our main supporters.
How do you see the future of sustainable craftsmanship in Porto Santo?
I believe that sustainability and tradition must go hand in hand.
Our goal is to continue:
Creating awareness through artistic projects.
Encouraging responsible tourism.
Expanding our artisan collaborations.
Porto Santo’s culture is rich and unique, and by embracing upcycling and sustainability, we can preserve its craft heritage while making a positive environmental impact.
As a mentor, Vera not only breathes new life into forgotten materials but also guides others in learning, creating, and understanding the true value of waste-to-art transformation.
Comments