Startup Story
Nuria Arbelo is the founder of Brincadeira, a vibrant earrings brand with an exclusive design located in Maputo, Mozambique. Born in the Canary Islands, Nuria arrived in Mozambique for work in 2018. In 2021, she founded Brincadeira without knowing that, two years later, the brand would lead her to leave her profession as a project manager to become an entrepreneur dedicated to the design of unique earrings.
A Nuria Arbelo é a fundadora da Brincadeira, uma marca de brincos vibrantes com design exclusivo localizada em Maputo (Moçambique). Nascida nas Ilhas Canarias, Nuria chegou a Moçambique por trabalho em 2018. No ano 2021 fundou a Brincadeira sem saber que, 2 anos depois, a marca a levaria a deixar a sua profissão como gestora de projectos para se tornar uma empreendedora dedicada ao design de brincos únicos.
LoA spoke to the creative Nuria Arbelo about her move from the world of project management into creative entrepreneurship, and her ambitions for the future.
What does your company do?
Brincadeira is a bold and super colourful brand that brings vibrant handmade earrings to Mozambique. We create exclusive pieces that are offered for sale through Limited Edition Collections and custom orders.
Brincadeira é uma marca atrevida e supercolorida que traz a Moçambique brincos vibrantes produzidos à mão. Criamos peças exclusivas que são colocadas à venda através de Coleções de Edição Limitada e encomendas personalizadas.
“This venture arose from the desire to offer the Mozambican market an exclusive earrings brand, with different, original, and vibrant pieces.”
What inspired you to start your company?
This venture arose from the desire to offer the Mozambican market an exclusive earrings brand, with different, original, and vibrant pieces. Something totally unique and different from anything that already existed in the country.
Este empreendimento surgiu da vontade de oferecer ao mercado moçambicano uma marca de brincos exclusiva, com peças diferentes, originais e vibrantes. Algo totalmente único e diferente de tudo o que já existia no país.
Why should anyone use your service or product?
Brincadeira offers a unique experience, from a visual to a sensorial perspective. Not only because of the exclusivity of the earrings and the care dedicated to each piece, but because of how the brand identity is transmitted. From the photographs and videos published on Instagram to the packaging that lovingly surrounds the earrings, customers can recognize and feel Brincadeira’s personality.
Brincadeira oferece uma experiencia única, desde a perspetiva visual até a sensorial. Não só por a exclusividade dos brincos e o cuidado dedicado a cada peça, mas por como é transmitida a identidade de marca. Desde as fotografias e vídeos publicados no Instagram até o próprio packaging que envolve com mimo os brincos, as clientes podem reconhecer e sentir a personalidade da Brincadeira.
“Brincadeira offers a unique experience, from a visual to a sensorial perspective. Not only because of the exclusivity of the earrings and the care dedicated to each piece, but because of how the brand identity is transmitted.”
Tell us a little about your team:
To this day, Brincadeira is “a one-woman show”. I do everything from product design to content creation, sales and even photography. Inevitably, as the brand grows, I will need to form a team to help me with expansion.
Até hoje a Brincadeira é “a one-woman show”. Eu faço desde o product design até criação de conteúdos, vendas e inclusive fotografia. Inevitavelmente, com o crescimento da marca, vou a precisar de formar uma equipa para ajudar-me na expansão.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
The process of creating Brincadeira started from scratch. Without prior experience in the world of entrepreneurship, the creation of this company has been a path of a lot of research, study, trial, and error.
O processo de criação da Brincadeira começou desde cero. Sem experiência prévia no mundo do empreendimento, a criação desta empresa tem sido um caminho de muita pesquisa, estudo, tentativa e erros.
What are your future plans and aspirations for your company?
The brand's plan for the medium-term future is expansion. Going beyond the borders of Mozambique to bring our unique pieces to other neighbouring countries and Europe.
O plano da marca para um futuro a médio prazo é a expansão. Ultrapassar as fronteiras de Moçambique para fazer chegar as nossas peças únicas a outros países vizinhos e à Europa.
“The process of creating Brincadeira started from scratch. Without prior experience in the world of entrepreneurship, the creation of this company has been a path of a lot of research, study, trial, and error.”
What gives you the most satisfaction being an entrepreneur?
Being able to imagine something and make it come true, that's magic. Seeing people wishing they had one of your pieces and proudly wearing the earrings… is an indescribable feeling.
Ser capaz de imaginar algo e torná-lo realidade, isso é mágico. Ver as pessoas a desejarem ter uma das tuas peças e a usarem orgulhosamente os brincos… é um sentimento indescritível.
What's the biggest piece of advice you can give to other women looking to start-up?
Don't take the easy route of copying what another woman is doing just because it's working for her. Ventures in the same niche and that work in the same way are not always successful at the same time. Find your identity, offer something unique and you will be successful.
Não opte pelo caminho fácil de copiar o que outra mulher está a fazer só porque está a funcionar para ela. Nem sempre empreendimentos do mesmo nicho e que trabalham da mesma forma têm sucesso no mesmo tempo. Encontre a sua identidade, ofereça algo único e será bem-sucedida.
Contact or follow Brincadeira:
Email: brincadeira.earrings@gmail.com
Facebook: http://web.facebook.com/brincadeira.earrings/?_rdc=1&_rdr
Why LoA loves it….
At Lionesses of Africa, we love to see new creative brands emerging, and Brincadeira is a brand to watch in the accessory space. Her earring designs are fresh, vibrant and unique, and are sure to win brand fans and customers alike. Founder Nuria Arbelo has expansion into new markets in her sights and it will be exciting to watch as she continues to build her brand and customer base. — Melanie Hawken, founder & ceo, Lionesses of Africa