I don’t have much commitment to getting things right. I’ll do it. And, if I make a mistake, I’ll take another path, says Luiza Helena Trajano, Magalu’s manager.
She is part of a team of entrepreneurs with stories of resilience and reinvention chosen by Oficina Reserva for the premiere of the videocast ‘Limonada’, a series of exclusive interviews with notable Brazilians who, between mistakes and successes, turned their lemons into lemonade and today inspire a lot beyond its markets. The series was created in partnership with Exame magazine.
In addition to Luiza Helena Trajano, chef Alex Atala enters the scene; investor Camila Farani; Dilma Campos, businesswoman at ESG; Diogo Roberte, co-founder of Picpay, Facundo Guerra; entrepreneur in the entertainment field; Edu Lyra, founder of Gerando Falces; Joo Abide, CEO of Cimed; Fernanda Ribeiro, CEO of Conta Black; and economist Gustavo Cerbasi.
I consider hopelessness to be a great existential fuel, says Facundo.
I am the son of improbability, declares Edu Lyra.
In conversations with an open heart and purpose with journalist Ivan Padilla, they reveal how they saw opportunities where others saw problems and how they paved their path as winners.
A brand from the AR&Co group, which reinvents men’s wardrobe classics, Oficina has its own history linked to entrepreneurship on a path of natural twists and turns. The business began as a startup by four friends from Minas Gerais, which made dress shirts with models calculated based on an algorithm, until it was discovered by Rony Meisler, and merged with Reserva in 2017.
From starting out in small corners within the main brand, Oficina became the conglomerate’s most premium business and the one that opened the most stores in 2023. It ended the year with 19 locations, a presence in seven states and a complete wardrobe essential for contemporary man.
In this universe of ours, reinventing yourself is almost a natural rite of passage towards success. Faced with challenges and constantly changing scenarios, especially in countries like Brazil, we cannot romanticize entrepreneurship. You have to have the courage to pivot, to evolve. ‘Lemonade’ about this”, explains Gabriel Zandomnico, CEO of Oficina.
In 2018, the year of opening of its first store, in Rio de Janeiro, Oficina produced a campaign with the same name, bringing a group of entrepreneurship references as models. Among them were Luciano Huck, Bernardo Rezende, Caito Maia, Tallis Gomes and Rony Meisler himself. The ‘Lemonada’ series of videocasts is an evolution of the format, in yet another reinvention of the brand.
Follow Adnews on Instagrame LinkedIn. #WhereTransformationHappens
