Who has never dreamed of starting their own business, be the owner of your brand and conquer your space in the market? This is the desire of many entrepreneurial women who, just like Brenda Piccirillo, founder of CUFF Jewelry, they 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 to manage one's own business. The story of CUFF is a reflection of this movement when Piccirillo adopted as a purpose to create accessories that could accompany the routine of thousands of women in all moments of their daily lives and, besides, durable. "We have clients who report that they still use the first pieces from when we launched", five years ago, the entrepreneur's account
Brenda's journey began in an unlikely way, with a carry-on bag. Graduated in Business Administration in 2012, began his professional career in areas such as innovation and technology, focused on the agricultural sector, and has acted both in Brazil and abroad. Meanwhile, always with the desire to undertake, started reselling her aunt's semi-jewels as a way to earn extra income. Over time, this hobby has been turning into a promising business. "The initial idea was to work with investments and banking", but I started selling semi-jewels and realized that I was happy doing it. In a short time, I was already earning more than my intern salary, remind Brenda
With this growing scenario, in 2019 Brenda officially founded CUFF. In the beginning, the brand operated with a limited stock, of just one piece of each model. But with dedication and vision, the entrepreneur was growing. In the same year, she developed the company's website on her own and started selling all over Brazil, which resulted in a significant increase in demand.
In the last five years, CUFF reached R$ 28 million in revenue. Furthermore, in 2023, the brand sold more than 85 thousand pieces and surpassed the mark of 100 thousand pieces 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 differential not only makes it easier to choose complete looks, but also values the practicality of online shopping, allowing them to feel safe and inspired while putting together their wardrobe intuitively and without leaving home. Our repurchase rate is 37%, a highly positive figure for the segment, explain Brenda
On the last Black Friday, in 2024, the 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 that is the heart of its operations. The online store, that receives 90 thousand 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, who benefits from the digitization movement and the increase in online shopping. According to the Brazilian Association of Electronic Commerce (ABComm), total e-commerce sales in Brazil grew 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 portfolio carefully designed to be timeless", with collections that combine with each other and allow the recombination of old pieces – from other collections – with this we are able to provide our clients with durable and versatile accessories, tell Brenda.
In addition to its quality, CUFF also stands out for the experience it offers to its clients. Your service is highly personalized, with direct and attentive communication, adapted to the needs of each client. "We want every woman who shops with us to feel that she is part of something unique". We are not just selling accessories, we are creating an experience, affirms the entrepreneur. This personalized service, added to the care in the development of its collections, make CUFF have a satisfaction index (NPS) of 95%.
And the future, what to expect from him?
Regarding the future, CUFF maintains a strategy focused on e-commerce and expects to grow 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 operation and in how we treat our clients, Brenda Piccirillo finishes
