Who hasn’t dreamed of opening their own business, being the owner of their brand, and carving out their space in the market? This is the desire of many women entrepreneurs who, like Brenda Piccirillo, founder of CUFF Jewelry, decided to turn a dream into reality. According to data from SEBRAE, the number of women 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. The CUFF story reflects this movement when Piccirillo adopted the purpose of creating accessories that could accompany the routine of thousands of women at all moments and, moreover, be durable. “We have customers who tell us that they still use the first pieces we launched, 5 years ago,” says the entrepreneur.
Brenda’s journey began in an unlikely way, with a carry-on suitcase. Graduated in Business Administration in 2012, she started 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 venture, she began reselling her aunt’s costume 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 costume jewelry and realized that I was happy doing it. In no time, I was already earning more than my intern salary,” remembers Brenda.
With this growing scenario, in 2019 Brenda officially founded CUFF. Initially, the brand operated with limited stock, just one piece of each model. But with dedication and vision, the entrepreneur kept growing. In the same year, she developed the company’s website by herself and started selling throughout Brazil, which resulted in a significant leap in demand.
In the last five years, CUFF has reached a revenue of R$ 28 million. Additionally, in 2023, the brand sold over 85 thousand pieces and exceeded the 100 thousand pieces mark in 2024. Furthermore, it stands out in the market by creating original compositions, designed to provide a unique style experience. “The combinations allow our customers to see how the pieces can be easily mixed and matched, offering versatility and sophistication for any occasion. This differential not only makes it easier to choose complete looks but also enhances the convenience of online shopping, allowing them to feel secure and inspired when putting together their wardrobe intuitively and without leaving their homes. Our repurchase rate is 37%, a highly positive figure for the segment,” explains Brenda
On 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 the sales target for the period by 37%, achieving 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 that is the heart of its operations. The online store, which receives 90 thousand monthly visits, stands out in the semiprecious 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 UFF Jewelry, which benefits from the digitization movement and the increase in online purchases. According to the Brazilian Association of E-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 differentials is to have a portfolio carefully designed to be timeless, with collections that complement each other and allow the recombination of old pieces – from other collections – thus enabling us to offer our customers durable and versatile accessories,” Brenda explains.
In addition to its quality, CUFF also stands out for the experience it offers its customers. Their 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 that she is part of something unique. We are not just selling accessories; we are creating an experience,” says the entrepreneur. This personalized service, combined with the care in developing its collections, gives CUFF a satisfaction index (NPS) of 95%.
And the future, what can we 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 exclusively formed by women because we believe in female empowerment, both in our internal operations and how we treat our customers,” concludes Brenda Piccirillo.
