Who hasn’t dreamed of starting their own business, owning their brand, and conquering their space in the market? This is the desire of many female entrepreneurs who, like Brenda Piccirillo, founder of CUFF Jewelry, decided to turn a dream into reality. According to SEBRAE data, the number of female entrepreneurs in Brazil has grown by 18% in the last 5 years, driven by the pursuit of autonomy and the flexibility of managing their own businesses. CUFF’s story reflects this movement when Piccirillo adopted the purpose of creating accessories that could accompany the routines of thousands of women in every moment of their daily lives—and, moreover, durable ones. “We have customers who tell us they still wear the first pieces from when we launched, 5 years ago,” says the entrepreneur.
Brenda’s journey began improbably, with a handbag. Graduating in Business Administration in 2012, she started her professional career in areas like innovation and technology, focused on the agricultural sector, and worked both in Brazil and abroad. However, always with the desire to be an entrepreneur, she began reselling her aunt’s fashion jewelry as a way to earn extra income. Over time, this hobby became a promising business. “The initial idea was to work with investments and banking, but I started selling fashion jewelry and realized I was happy doing it. In no time, I was already earning more than my intern salary,” Brenda recalls.
With this growing scenario, in 2019 Brenda officially founded CUFF. At first, the brand operated with limited stock—just one piece of each model. But with dedication and vision, the entrepreneur grew. That same year, she developed the company’s website herself and began selling nationwide, which resulted in a significant leap in demand.
Over the last five years, CUFF has reached R$28 million in revenue. Additionally, in 2023, the brand sold over 85,000 pieces and surpassed the 100,000-piece mark in 2024. Moreover, it stands out in the market by creating original compositions designed to provide a unique style experience. “The combinations allow our customers to visualize how the pieces can be easily mixed and matched, offering versatility and sophistication for any occasion. This differentiator not only simplifies choosing complete looks but also enhances the practicality of online shopping, allowing them to feel secure and inspired while building their wardrobe intuitively and from home. Our repurchase rate is 37%, a highly positive figure for the segment,” explains Brenda.
During the last Black Friday in 2024, CUFF broke records with a 50% growth compared to the previous year. With over eight thousand products sold, the brand not only exceeded expectations but also surpassed its sales target for the period by 37%, achieving revenue of over R$1 million in just one month.
Clicks of success
CUFF has established itself as a 100% digital brand, with an e-commerce platform that is the heart of its operations. The online store, which receives 90,000 monthly visits, stands out in the fashion jewelry market for its personalized shopping experience and intuitive navigation. The growth of e-commerce in Brazil has also reflected the expansion of CUFF Jewelry, which benefits from the digitalization movement and the increase in online shopping. According to the Brazilian E-Commerce Association (ABComm), total e-commerce sales in Brazil grew by 9.7% in 2024 compared to 2023, reaching R$44.2 billion in the first quarter of 2024.
“One of our differentiators is having a carefully curated portfolio designed to be timeless, with collections that complement each other and allow the recombination of older pieces—from other collections—so we can offer our customers lasting and versatile accessories,” says Brenda.
Beyond its quality, CUFF also stands out for the experience it offers its customers. Its service is highly personalized, with direct and attentive communication tailored to each client’s needs. “We want every woman who buys from us to feel like she’s part of something unique. We’re not just selling accessories; we’re creating an experience,” says the entrepreneur. This personalized service, combined with the care in developing its collections, results in CUFF having a satisfaction rate (NPS) of 95%.
And the future—what can we expect from it?
Looking ahead, CUFF maintains a strategy focused on e-commerce and expects to grow by 20% in 2025. The brand also stands out for being 100% female-led. “Our team is exclusively composed of women because we believe in female empowerment, both in our internal operations and in how we treat our customers,” concludes Brenda Piccirillo.
