Sweets, cheeses and coffees, from Juruaia to the world.
Lee's emporium in the Mirante neighborhood: Canastra cheese and semi-cured cheese, goiabada cascão (guava paste), doce de leite, pão de queijo (cheese bread) and Café da Lee, from the Coffee Mountains. For locals and for those who come to discover the Lingerie Capital of Brazil.
The story behind the Ateliê.
The company began in 2009, with the first Ateliê do Queijo store in Suzano, in Greater São Paulo. The idea was simple: choose carefully what we offer, present it with care and make sure every person leaves with the right flavor for their table. After 17 years, it became Ateliê da Lee.
Behind it all is Lee: Eliana Oliveira, an entrepreneur since 1999, when she founded a distribution company. She served as a director of the Suzano Business Association and has always been involved in social causes. She is also a personal organizer, trainer and investor. The company became Ateliê da Lee, found its home in Juruaia (MG) and is now Grupo Eliana's franchise line, alongside exclusive products such as Café da Lee and Doces da Lee.
Direct curation from small artisan producers across Brazil.
With a unique, proprietary curation process registered by Grupo Eliana: we buy directly from small artisan producers in Brazilian micro-regions, and our direct curation line goes through the First Quality Seal protocol.
Audit for artisan sweets
Producer visit, audited good practices, lab testing, blind tasting and traceable batch.
Hand-picked, piece by piece
Texture, flavor and aging checked, boards designed for our cheeses and charcuterie, and vacuum packing.
Brazil's first dark coffee
Lots from several producers, only 84 SCA points or higher, with end-to-end traceability.
Chosen one by one, with care.
Cheeses, sweets and coffees chosen one by one, for the table, for gifting and for taking Minas home in your suitcase.
Eliana Oliveira, known as Lee
“Juruaia is the beginning of a new chapter. A town we want to help build.”
A town of coffee, fashion and women entrepreneurs.
Juruaia began as São Sebastião da Barra Mansa in the late 19th century, grew up among coffee fields and, from the 1990s on, became the Lingerie Capital of Brazil: hundreds of garment makers, most of them run by women.
It's a town that welcomes newcomers and knows how to turn hard work into opportunity. That's why Ateliê da Lee is here.
The city told through its kitchen.
Twelve books with recipes and stories from local residents: sweets and quitandas, artisan cheeses, coffees, cakes, farm recipes and flavors for gifting. A way to preserve what is most heartfelt about Juruaia and share it with Brazil.
An ecosystem born in Juruaia.
Ateliê da Lee is part of Grupo Eliana, which brings together food, real estate and content businesses, such as Café da Lee, Doces da Lee and Revista Íntima, with the same purpose: taking Juruaia to the world.
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Before your visit
Where is Ateliê da Lee in Juruaia?
At Rua Vereador Alberto Mario Segreti, 97, Mirante neighborhood, Juruaia (MG), CEP 37805-000. Open the route in Google Maps.
What does Ateliê da Lee sell?
Minas Gerais cheeses (cured and fresh Canastra, artisan semi-cured, parmesan, provolone, tilsit, sliceable requeijão), Minas Gerais sweets (goiabada cascão (guava paste), canned sweets, cut fruit sweets, fruit preserves, cocada, sugar-free and lactose-free lines), Southern Minas coffees and pantry items such as pão de queijo (cheese bread), clarified bottle butter (manteiga de garrafa), cookies and preserves. See the list under cheeses and sweets.
Who is Lee?
Lee is the nickname of Eliana Oliveira, an entrepreneur since 1999, personal organizer, trainer and real estate investor. She founded Ateliê do Queijo in 2009 in Suzano (SP), which 17 years later became Ateliê da Lee, the franchise line of Grupo Eliana. Discover the story.
Is Ateliê da Lee a franchise?
Yes. Ateliê da Lee is a Grupo Eliana franchise and works alongside the Café da Lee and Doces da Lee brands. To learn more, message us on WhatsApp (11) 99992-4741.
What are the opening hours?
Hours may change on fair days (Outlet, Felinju and Festlingerie). Check today's hours on our Google profile or message us on WhatsApp (11) 99992-4741.
Can I take cheese and sweets on the trip home?
Yes. Cured cheeses, such as cured Canastra and parmesan, hold up well for a few hours out of the fridge. Canned sweets, goiabada (guava paste) and preserves don't need refrigeration. Fresh cheeses should travel in a cooler bag. Ask in the store how to pack for your journey.
Your next stop in Juruaia.
Ateliê da LeeRua Vereador Alberto Mario Segreti, 97
Bairro Mirante · Juruaia, MG · CEP 37805-000
Phone and WhatsApp: (11) 99992-4741. Email: atendimento@ateliedalee.com.br. Directions, today's hours and reviews on our Google profile.