BARAHONA, Dominican Republic – A strategic rebranding initiative is underway in the southern Dominican province of Barahona, where business leaders and artisans are mobilizing to redefine the region’s global identity. The Chamber of Commerce and Handicraft Production Foundation (CAMAARD) is spearheading the “Barahona Cradle of Larimar” campaign, advocating for official recognition of the province’s exclusive claim to the rare blue pectolite gemstone.
The movement, championed by master goldsmith Julio Humberto Fricá and formally endorsed by CAMAARD, proposes replacing the current regional slogan “Barahona, the Pearl of the South” with terminology that emphasizes the area’s unique geological heritage. Larimar, found exclusively in this Caribbean region, represents both a cultural treasure and economic asset that proponents believe deserves center stage in the province’s identity.
CAMAARD President Valentín Guerrero confirmed the organization’s full institutional support, noting that formal proposals are being prepared for legislative consideration. “This strategic repositioning will enhance tourism appeal, strengthen cultural identity, and elevate larimar’s commercial status as a national symbol,” Guerrero stated.
The campaign gains significant momentum following the World Intellectual Property Organization’s 2025 certification of “Of Barahona Origin” for larimar, which received international recognition across 18 countries. This designation provides legal protection and marketing advantages that advocates plan to leverage in building the country’s brand equity.
Organizers are currently forming a specialized commission through CAMAARD and the SELECTA-RD exhibition platform, with Fricá playing a central role. The committee will engage government officials and legislators while circulating public registration forms to gather institutional and individual support for the landmark initiative.