A success story built between threads and needles

In 2003, businesswoman Jusse Tenório dos Santos, in partnership with her sister, Genes Tenório dos Santos Moraes, brought Azaléia Aviamentos to Sorriso. During these almost twenty years, many buttons were sewn until the company became a reference in the sector of trim in the North region of the state.
 
On that occasion, one of the factors for the installation of the company was the low supply of products in this segment and the store came to supply the demand of the sector that was lacking in raw material. Consequently, it encouraged the practice of handicrafts and the generation of income for many people.   

“Son of fish, little fish is”

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This is how the businesswoman begins to tell her story, remembering that since childhood she worked with threads, needles, buttons and bias in her father's 'bolicho'. “We sold everything, dry and wet and haberdashery. It was there that I learned to deal with accessories and the greatest legacy that my father left us was the teaching on the importance of work”, says. 

New possibilities

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In the beginning, they were just accessories, but with the emergence of Patch Apliquê and Patchwork techniques, the need to invest in fabrics arose.

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“This art was rising in the Brazilian market and we saw the possibility of diversifying the offer, adhering to fabrics. Then came other handicrafts, such as biscuit and gemstone embroidery. The handicraft sector is cyclical, it follows market trends that, at any given moment, drive its trade”, explains. 

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With the expansion of the business, in 2013, brother Farid Tenório came to add to the Azaléia team, contributing to the administrative structuring of the company. “His advice was essential. It brought solidity to our business”, guarantees the sister.    

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In 2015, the store moved to its own headquarters, a larger space where it was possible to arrange the products so that they were within reach of customers' hands. Today, Azaléia Aviamentos has an immense variety of products

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And as a way of promoting the practice of handicrafts and maintaining traditions, Azaléia holds workshops in partnership with certain brands and courses in embroidery, crochet and fabric painting with local artisans. “Our return is long-term, because what people learn here, they will practice at home and, many times, produce to sell and will return to the store to buy the material. Thus, we created a network of clients”, emphasizes Jusse. 

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“It is a source of pride and satisfaction for us to see that many people who started handicrafts by purchasing our products, turned their art into a business and have become successful entrepreneurs today. We do generate income and profit through the activity itself, but we also encourage the production of income for other people”, adds Farid. 

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And this is the story of an entrepreneurial family that believed and grew up with Sorriso, and today reaps the fruits of their work. “We can only thank Sorriso for the opportunities and our customers for their trust. This economic growth, allied to the commitment to foment the segments that generate income, are the recipe for the success of Azaléia Aviamentos”, guarantees the businesswoman.