São Paulo – Ever since working at an aunt’s garment manufacturer, businesswoman Odaléia Bueno has wanted to win in the fashion world. Selling within the country and abroad. Interested in investing, the entrepreneur opened her own business, Diáfana Lingerie, in Goiânia, in the state of Goiás, in 1996. Apart from undergarments, the brand produces bed and beach garments. Brand exports began in 1998 and go mainly to six markets: Germany, Australia, Bolivia, Spain, the United States and Venezuela.
“I have always wanted to sell abroad,” explained Odaléia. “This is so true that we prioritized participation in fairs for contract closing right from the company’s early days.” That was how, going from one business event to the next, that the first orders abroad were closed. Germany was the number one destination. “We soon found a distributor in Russia and another in Australia,” she said.
According to Odaléia, the strengthening of the closest markets, like Argentina, Bolivia and Venezuela, was very useful due to the oscillation in the dollar to real exchange rate in recent months. “This helped supply the lower demand in other countries,” he said.
The focus on the international scenery was so strong at Diáfana that the brand first sold beach fashion abroad. “We made a test and the sector gained strength abroad,” recalls Odaléia. “We then started selling domestically too.”
The businesswoman explains that the good acceptance of its products on the foreign market is connected to some important care, like the offer of specific modelling for each country. “Australia prefers one style of lingerie, the United States, another, and so forth,” she said. “We adapt our garments to the taste of each buyer.”
Among the praise she receives from foreigners, Odaléia points out the modelling. And attention to details like tulle netting and lace, mainly in the lingerie lines. And the entrepreneur hopes to be recognised for such by Arab clients in future. “We do not yet export to these countries, but we are interested,” she said.
Diáfana is managed by Odaléia and her husband, Ersil Bueno Júnior. She is responsible for design and marketing of the business. He takes care of the financial side. Both of them are working on winning the world with the Brazilian quality standards for under garments, nightgowns and lingerie.
Contact
Diáfana Lingerie
Telephone: (+55 62) 3249-3539
Site: www.diafana.com.br
*Translated by Mark Ament
