Who has never dreamed of opening their own business, being the owner of their brand, and conquering their space in the market? This is the wish of many entrepreneurial women who, like Brenda Piccirillo, founder of CUFF Jewelry, decided to turn a dream into reality. According to SEBRAE data, the number of women entrepreneurs in Brazil has increased by 18% in the last 5 years, driven by the pursuit of autonomy and the flexibility to manage their own businesses. The history of CUFF reflects this movement when Piccirillo set out to create accessories that could accompany thousands of women throughout their daily routines and, moreover, be durable. "We have clients who tell us they still use the first pieces from when we launched, five years ago," says the entrepreneur.
Brenda's journey began improbably, with a carry-on suitcase. Graduated in Business Administration in 2012, she began her professional career in areas such as innovation and technology, focused on the agricultural sector, and worked both in Brazil and abroad. However, always with the desire to undertake, she started reselling her aunt's semi-jewels 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 semi-jewels and realized I was happy doing that. In a short time, I was already earning more than my intern salary," recalls Brenda.
With this growing scenario, in 2019 Brenda officially founded CUFF. Initially, the brand operated with a limited stock, with only one piece of each model. But with dedication and vision, the entrepreneur kept growing. In the same year, she developed the company's website alone and started selling all over Brazil, which resulted in a significant increase in demand.
In the last five years, CUFF achieved a revenue of R$ 28 million. Furthermore, in 2023, the brand sold more than 85,000 units and surpassed 100,000 units in 2024. Furthermore, she stands out in the market by creating original compositions designed to provide a unique style experience. "The combinations allow our clients to see how the pieces can be easily mixed and matched, offering versatility and sophistication for any occasion. This diferencial not only makes it easier to choose complete looks but also enhances the practicality of online shopping, allowing them to feel confident and inspired when assembling their wardrobe intuitively and without leaving home. Our repurchase rate is 37%, a highly positive figure for the segment," explains Brenda.
In the last Black Friday, in 2024, CUFF broke records with a 50% growth compared to the previous year. With more than eight thousand products sold, the brand not only exceeded expectations but also surpassed the sales target for the period by 37%, reaching a 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 semi-jewelry market for its personalized shopping experience and intuitive navigation. The growth of e-commerce in Brazil has also been a reflection of the expansion of CUFF Jewelry, which benefits from the digitalization movement and the increase in online shopping. According to the Brazilian Association of Electronic Commerce (ABComm), total sales of Brazilian e-commerce 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 thoughtfully curated portfolio to be timeless, with collections that complement each other and allow for the recombination of old pieces – from other collections – enabling us to offer our clients durable and versatile accessories," Brenda explains.
In addition to its quality, CUFF also stands out for the experience it offers to its customers. Your service is highly personalized, with direct and attentive communication tailored to each client's needs. "We want every woman who shops with us to feel like she is part of something unique. We are not just selling accessories, we are creating an experience," affirms the entrepreneur. This personalized service, combined with the care in developing its collections, results in CUFF having a satisfaction score (NPS) of 95%.
And the future, what to expect from it?
Regarding the future, CUFF maintains a strategy focused on e-commerce and expects to grow by 20% in 2025. The brand also stands out for being 100% composed of women. "Our team is made up exclusively of women because we believe in female empowerment, both in our internal operations and in how we treat our clients," concludes Brenda Piccirillo.
