São Paulo – The idea is to mix materials to compose different items. And to attract the attention of Brazilians and foreigners due to their design and creativity. In fact, it was the originality of the bracelets, necklaces and rings she made for herself and to present to friends that entrepreneur Fabiana Garcindo Dayrell saw her hobby become a business. Graduated in Law by the Pontifical Catholic University of Rio de Janeiro, she has never worked in her area. Instead, to supply the demand for her costume jewellery, in 2005 she decided to open Dayrell Bijoux, also in Rio de Janeiro. Today, she sells to all regions of Brazil and to Asia, Europe and the Middle East.
Among the raw material used for production of Dayrell products is leather, metal, horn and stone, among others. "We have more delicate and more daring accessories, which supply clients of different profiles” explained Fabiana. "But mixing materials is our characteristic,” she said.
And regarding the mix, the businesswoman explains that foreigners prefer costume jewellery made out more rustic material, handcrafted. "Mainly the material made out of horn, hay and stones, for example,” she explained. The brand currently sells to countries like Belgium, France, Greece, Ireland, Japan, Korea, Spain, the United Arab Emirates and the United States. "We started exporting in 2008, after a Spanish distributor met us at a fair,” explained Fabiana.
From then on, the businesswoman started investing in participation in international events, like the International Fashion Week in Madrid (SIMM), Spain, and Prêt-à-Porter, in Paris, France. That is not to mention the domestic fairs including the presence of foreign buyers, like the Fashion Rio. "It was during Fashion Rio that we made contact with our buyer from Dubai,” said Fabiana.
The businesswoman explained that exports have represented 10% of company revenues, but that it dropped in recent years. "The plan is to expand sales abroad in 2012,” explained Fabiana, who has necklaces with mixed items as the cash cow in Brazil and abroad.
Contact
Dayrell Bijoux
Telephone: (+55 21) 3813-8623
Site: http://www.dayrellbijoux.com/
E-mail: dayrellbijoux@hotmail.com
*Translated by Mark Ament
