Trilha 04

Entrepreneurship in jewelry and demi-fine

From thesis validation to a 12-month roadmap: 12 modules to become a brand owner or shop owner, with the Herreira case as a living reference.

total duration

28 lessons · 198 min

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Módulo 01

Foundations for entrepreneurship

The twelve fundamental decisions before any opening: model, validation, plan, legal format, supplier, credit, location, brand, photography, price, contract and roadmap.

Thesis validation: how I tested Herreira in 2008 before becoming a factory

17 min

Locked

One-page lean business plan: Lean Canvas adapted for demi-fine

16 min

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Company structure: MEI, ME or LTDA — when to switch regimes

17 min

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Suppliers in Limeira: how to choose factory, sample set and minimum order

17 min

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Credit for demi-fine: Sebrae, BNDES Card and working capital

17 min

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Location: street, mall, kiosk, virtual — five criteria to decide

16 min

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Branding: name, logo, palette — without becoming "Maria Jewelry" generic

15 min

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Visual identity and product photography in practice

16 min

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Pricing: markup, breakeven, margin per channel

17 min

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Reseller contracts: commission, territory, exclusivity

17 min

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12-month roadmap: milestones, indicators, pivot

17 min

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Módulo 02

Operations and finance for demi-fine jewelry stores

Three lessons to manage store finances with method: 12-line monthly income statement, inventory management with ABC analysis, turnover and coverage, and 13-week rolling cash flow. Mixed voice — Patrícia (operations) and Alexandre (analytics).

Monthly income statement for a demi-fine jewelry store: the 12 lines that matter

15 min

Locked

ABC analysis, turnover, and stock coverage: the secret to not dying with R$ 200,000 stuck on the shelf

15 min

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13-week rolling cash flow: the spreadsheet that prevents the February squeeze

15 min

Locked

Módulo 03

Taxation, first hire and low-cost marketing

Three lessons that unlock growth for an established reseller: Simples Nacional tax tiers and the right CNAE for demi-fine jewelry, the first hire as employee vs contractor vs freelancer, and digital marketing on a R$ 0-500 monthly budget. Voice — Alexandre (financial engineering) and Patricia (Herreira operations).

Simples Nacional, CNAE and 2026 Tax Reform: the fiscal engineering of the demi-fine reseller

18 min

Locked

The first hire: CLT, contractor or freelancer — the decision that turns you from operator into manager

18 min

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Digital marketing on R$ 0 to R$ 500 per month: organic, paid and the right time to hire an agency

18 min

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Módulo 04

Digital scale

Three lessons for the demi-fine brand to stop depending solely on WhatsApp resale and start operating with method on three digital levers: partnerships with local micro-influencers with measured ROI, conscious decision between own store and marketplace, and digital reputation treated as a financial asset.

Partnerships with local micro-influencers: barter, payment and commission without becoming an agency

20 min

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Own e-commerce vs marketplace: the decision that defines who owns the relationship with the client

20 min

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Structured digital reputation: Google Reviews, Reclame Aqui and Trustpilot as a financial asset

20 min

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Módulo 05

Exit and expansion: succession, sale and a second city

How the consolidated reseller plans her exit (family succession, sale to partner, sale to another reseller) and how she decides geographic expansion between own branch and indicated local reseller. Core thesis: a local brand without an exit plan loses 70% of value.

When the reseller thinks about stopping: succession, sale, partnership or closure — the four paths of a planned exit

18 min

Locked

Own branch or indicated local reseller: the geographic decision that defines the next five years of the consolidated reseller

18 min

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Módulo 05

Advanced strategic expansion

Three lessons for the consolidated reseller (R$ 50–200k/month) who has already mastered the fundamentals: structured partnership with beauty salons to enter the clients self-care moment, realistic internationalization to Mercosur/Portugal/US grounded on reverse logistics, and investment fundraising deciding between angel, family-office and debt with clarity on cap table and skin-in-the-game.

Beauty salon partnership: cross-channel, commission and one-page contract

20 min

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Internationalization: Mercosur, Portugal, US — channels and the reverse-logistics trap

20 min

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Investment fundraising: angel, family-office, debt vs equity for the consolidated reseller

20 min

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Módulo 08

Light governance and real ESG: the two disciplines that separate amateur reseller from consolidated brand

The reseller growing from R$ 30 to R$ 100k per month needs two disciplines no one teaches: informal quarterly advisory board to validate decisions before spending money, and genuine ESG marketing (with proof) that avoids becoming a greenwashing headline. Two lessons that protect cash and reputation.

Light governance: quarterly advisory board for the reseller who has grown

18 min

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Real ESG without greenwashing: the discipline that separates a consolidated brand from a Reclame Aqui headline

18 min

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