São Paulo – Embroidery by the businesswoman Ethel Whitehurst has been successful overseas way before the opening of its store Yamor de Ethel, in Fortaleza, the capital of the state of Ceará, in 1982. This is so because a client from the home-sewing days had already taken the women’s blouses that she made to sell in the United States, in a process of internationalization of laces from Ceará that continues to grow until this day. In this respect, the conquering of the Arab market is one of the main objectives from now on.
Yamor de Ethel manufactures and sells, at a store on Monsenhor Tabosa street, in the beach of Iracema, Fortaleza, crib linen, children’s wear and bed, bath and linen items. By the end of the year, the manufacturing of blouses for women will be resumed. “We do a delicate, romantic work with bilro lace and the richelieu and labyrinth varieties of embroidery, among others,” explains Ethel.
The care with the items led the brand to arrive at countries such as the United States, France, Italy, Panama and Uruguay. “We export 20% of our output,” she says. The items are elaborated based on the characteristics of each market. “For France, for instance, everything needs to be clean,” she claims. “For Panama, we use finishes including pearls and brilliance here and there,” explains Ethel. “We are aware that among Arab clients, the preference is for this type of detail as well.”
Speaking of Arabs, the businesswoman has “keen interest” in selling to those countries. “A friend of mine who is of Arab origin and lives here in Fortaleza wants to help me in this respect,” she says. “Not to mention the buyers São Paulo who are of Arab descent,” says Ethel.
The top-selling items by Yamor de Ethel overseas are baptismal gowns and crib linen. “In terms of baptismal gowns, the most successful ones are exactly the older, retro-style models,” she says.
According to the entrepreneur, the secret to domestic and foreign success is just that: paying attention to what pleases customers the most. “When I started out, more than 30 years ago, there was no Sebrae (the Brazilian Micro and Small Business Support Service) or consultants to give me guidance,” claims Ethel. “I just followed the market, I would do what the customers asked and I would keep an eye out,” she says. “That is how I grew.” Not to mention the care with the items. “The standard is the same for what is sold in Brazil and what gets shipped abroad,” she claims. “Some items take up to 60 days to be finished, but our work is recognized,” says the high-end embroiderer, who works hard for this recognition to grow even further in coming years.
Contact:
Yamor de Ethel
Telephones: (+55 85) 3223-0361/3219-2492
http://www.ethelwhitehurst.com.br/index.htm
*Translated by Gabriel Pomerancblum
