Learning about the stories of women entrepreneurs in São Paulo is always inspiring. After all, as well as putting aside the stability of a formal job, they also have to deal with the mental burden of managing a home, a family and their own lives.
That’s why, this Women’s Month, we hope that the stories of these women entrepreneurs in São Paulo will motivate you to do what you love.
Women entrepreneurs from São Paulo
Lígia Prestes, from Comidah!
Lígia saw the opportunity to become an entrepreneur in the post-pandemic period, when she started a master’s degree in nutrition. At the time, she founded the Comidah! agency, specializing in public relations for gastronomy, which today serves more than 40 establishments in São Paulo.
The entrepreneur points out that “the beginning was very challenging, because being an entrepreneur is more than just having clients. It’s about having a good relationship with the indoor and outdoor public.” She is now preparing to expand her services beyond São Paulo.
Maria Fernanda, from Ateliê Beija-Flor da Alma
This entrepreneur, who grew up helping out in the kitchen at her grandparents’ house, developed a passion for ceramics when she admired fine china. After a ceramics course, she started selling her pieces on Avenida Paulista and never stopped.
With the success of her creations, which reached restaurants and celebrities, she decided to share her knowledge by teaching other women. Today, she has a studio where she offers classes and a space for her students to publicize their work, maintaining an atmosphere of artistic freedom. As she mentions, “All this is just the beginning,” reflecting her vision of the future and continuous growth.
📍Rua Mirante, 171 – Jardim São Paulo
Johanna Stein, founder of Livraria Gato sem Rabo
In 2021, Vila Buarque gained a unique bookstore, whose proposal is to gather and sell only women’s publications. The idea behind Gato sem Rabo came from the frustration of the owner, Johanna Stein, who realized how difficult it was to find works by female authors.
In an interview with the magazine Esquinas, from the Cásper Líbero University, the entrepreneur says she suffered prejudice with the idea. After all, according to her, “there was this idea that women didn’t write”. Today, she proves that there are many female authors with published titles just waiting to be read.
📍Rua Amaral Gurgel, 352 – Vila Buarque
Giovanna Grossi, from Animus and Casa da Esquina
Giovanna Grossi is a Brazilian entrepreneur and chef who made a name for herself by being the first woman to represent Brazil in the Bocuse d’Or final in Lyon at the age of 23. She describes her journey as “passion at first taste” after following her father’s advice to study gastronomy.
Currently, the chef runs her restaurant Animus, with a focus on vegetables; and A Casa da Esquina, a cocktail bar. As she mentions, “Today, I can’t see myself away from the pans,” reflecting her dedication to cooking.
📍 Rua Vupabussu, 347 and 329 – Pinheiros
Isabela Honda, from Joya Boulangerie
The chef began her culinary career casually, making cupcakes that quickly became popular with her friends. After studying architecture for three years, she realized that cooking was her true passion and decided to change course.
So Isabela decided to study gastronomy at Senac and attended additional courses to hone her skills. With experience in various kitchens, she finally decided to invest in her own business, following her dream of becoming a culinary entrepreneur.
📍 Rua Fradique Coutinho, 1406 – Pinheiros
Regina Paula, from Fioca Confeitaria Saudável
Chef Regina Paula attended courses in classic confectionery and signature cuisine to enrich her repertoire and shape the essence of her recipes: the rescue of well-being from the nutritional and functional quality of the ingredients.
When she opened the Fioca kitchen – her affectionate nickname given to her by her father – she chose to prioritize organic ingredients in her cakes, pies and savoury delights. After all, one of her hallmarks is creating low carb, vegan, wheat-free, sugar-free and lactose-free options.
📍Rua Barão de Tatuí, 555 – Santa Cecília
Talitha Barros, from Conceição Discos & Comes
It’s impossible to imagine chef Thalita Barros in any other environment than the kitchen of Conceição Discos & Comes, in Santa Cecília. After all, the chef is passionate about what she does, and the proof of this is the restaurant’s impeccable food.
In a post on Instagram, Thalita says: “Work with what you love and you’ll work like never before in life. I’m obsessed with my work. My pension plan is to be well and working until my last breath.” At Conceição, as well as enjoying the cuisine, customers can also listen to the best of the vinyls on sale there and take their record with them to listen to during their meal.
📍 Rua Imaculada Conceição, 151 – Santa Cecília
Patrícia Aloi, from Roda Gigante Brinquedos
Wife, mother, daughter, sister, friend, feminist and publicist. That’s how Patrícia defines herself. But in addition to all this, she is also the mastermind behind Roda Gigante Brinquedos. Along with motherhood, at the age of 30, came the dream of never working in advertising agencies again.
A fan of creative attachment, she turned raising her daughter into her full-time job while she searched for a new professional passion. “It was then that I discovered the wonderful world of educational toys and decided to take the plunge! A path of no return, engaging and full of love! And so Roda Gigante Brinquedos was born.”
📍 Rua Desembargador do Vale, 197 – Perdizes
Bianca, from Kuma Store
Bianca has been responsible for Kuma Store‘s plush toys since 2016. The store was born out of a desire to bring back the fun and delicate act of giving plush toys, a mission that she guarantees has already yielded many beautiful stories.
With the help and support of her boyfriend, she began selling plush toys through social networks and her website. “Working with plush is incredible, because we deal with people’s sensations and feelings when they decide to give gifts in this way,” she said.
