Silver in a cowboy town

DSC_0015Taxco, Guerrero is Mexico’s best-known silver smithing community, but the reality is that the working of this metal (as well as gold) has been done in numerous parts of the country. Mexico City’s Franz Mayer Museum has an important collection of colonial-era silverwork both for ecclesiastical and secular uses. Much of Mexico’s silver working did die out, but efforts since the early 20th century have brought it back. Often this is due to the work of one person.

Jewelry is made in several municipalities of the state of Zacatecas, but one stands out: the small town of Jerez, just to the west of the state capital of the same name. It is best known for its cowboy culture, in particular its signature way of celebrating Holy Saturday by drinking while dressed in traditional charro finery and riding horses around the town. However, respect for tradition does have its serious side and has supported the return of a number of classic crafts.

Alfredo Perez Aguirre was born in Mexico City, but has deep roots in the town of Jerez. His mother was from here. The family moved back to Jerez when Perez was very young, so he grew up here. However, he comes neither from a charro or artisan family. His father was a housewife and merchant and his father worked as a landscaper and landscape architect. However, his father had some creative ability as he did some painting and sculpting.


His mother had a jewelry store in town, but it was initially dedicated purely to resale. However, one problem the business had was not being able to sell a ring or some other piece because it was the wrong size. This is how Perez began back in the mid 1990s. He learned the absolute basics of cutting and soldering metals to resize rings. He then went on to repairing jewelry, making the business the only place in Jerez where such could be done.

DSC_0021One day a client asked for a custom-made piece to be made by him. At first, neither Perez nor his mother could believe that he could do it, but the client insisted. So he did, and that was the beginning of making his own work.

His development as an artisan jeweler was almost completely through trial-and-error. Over time, Perez developed both modern and traditional pieces. His inspirations are mostly from colonial Mexico and others that dominate the town of Jerez. One piece that is particularly in demand is his filigree earrings. Half-moon earrings are a common traditional design in central and north central Mexico. In Zacatecas, they are created with the use of twisted fine wires, often with very small accents, like flowers. These are Arab in origin, brought to Mexico by the Spanish. The making of these earrings in Jerez dates back over two centuries. The most traditional of these earrings are done in gold, and about 30% of Perez’s business is in this metal. But silver dominates in part because of cost.


About 70% of Perez’s business is still connected to the town of Jerez. Some are to people living in the area, but much of this are those who have migrated to the United States and come back to Jerez to visit. Much of this business occurs during the Christmas holidays and in April, when Jerez celebrates its patron saint. These pieces go with the migrants back to the US as a piece of home. About 20% is international (Europe and South America) and the rest at national fairs such as the Charro event. Events are still extremely important to his business as he finds new clients this way, especially the international ones.

Perez is making the craft a family tradition.  One son, Jose Albert 18, has followed in his father’s footsteps, winning handcraft competitions starting in elementary school.

The maestro can be reached via his Facebook at

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