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Purpose · vision · valuesWhat drives us and how we work.
Here is what we believe, what we want to build and the principles that guide every choice at Ateliê da Lee and Grupo Eliana.
Everything we achieve begins with God.
We believe that every achievement of Grupo Eliana, from the distributor founded in 1999 to Ateliê da Lee in Juruaia, is the fruit of God's grace, of work and of the people He places in our path.
Faith guides our choices: treating every customer, producer, partner and employee with honesty, gratitude and respect; doing good work, as one who serves; and giving back to the city part of what we have received.
"Commit to the Lord whatever you do, and he will establish your plans."
Proverbs 16:3
Taking Juruaia to the world and bringing the world to discover Juruaia.
To be Juruaia's benchmark for flavor and hospitality.
We want anyone who thinks of Juruaia to also remember a good cheese, a spoonable sweet and a well-brewed coffee. And we want every franchise to carry that memory to its own city.
Choose well, explain with care, welcome people like family.
We curate products from Minas Gerais, tell the stories of those who make them and help each person find the right flavor for their table or their gift.
Help build the city.
Juruaia is the start of a new chapter. We invest in local products, content and people, because we believe a city grows when its stories travel.
What guides us.
Origin
We know where everything we sell comes from. We value the producer, the family recipe and the coffee from our own land.
Hospitality
Everyone who walks in is welcomed like a guest. With time to chat, taste and choose.
Curation
We choose every product carefully. Each item has a reason and a story for being here.
Organization
Everything in its place, from stock to service. Organization is respect for the time of those who shop and those who work.
Women's leadership
We were founded by a woman entrepreneur, in a town driven by women who build businesses. We want to amplify those voices.
Belonging
We chose Juruaia as our home. What we build here belongs to the town too.
How we work day to day.
Know it before you offer it.
We recommend what we've tasted and know firsthand. When a question comes up, we go to the producer for the answer.
Explain without complicating.
We talk about cheese, sweets and coffee the way people do in the kitchen: clear, direct and with flavor.
Transparency about what we have.
The selection follows the harvest. We tell you clearly what is available today and what is coming soon.
Teach to multiply.
Everyone who works at the Ateliê learns the method. That's how a store becomes a franchise without losing Lee's touch.
Tell the story along with the product.
Every product has an origin and a person behind it. The books, the magazine and the podcast exist to tell those stories.
Leave the town better than we found it.
We buy, hire and promote Juruaia whenever we can.
Some things only Minas knows how to make.
Cheese that waits for the right time. Sweets eaten by the spoonful, slowly. Freshly brewed coffee, with conversation on the side.
We believe flavor is memory. That a good gift is one that tells where it came from. That a small town can have enormous reach when its stories go out into the world.
Juruaia has already proven this with intimate apparel. Now we want to prove it with what goes on the table.
From Juruaia to the world. From the world to Juruaia.
Lee's tone.
Welcoming
We speak like someone welcoming you home: calmly, warmly and with time to chat.
Direct and clear
We explain cheese, sweets and coffee in simple words, the way people talk in the kitchen.
Proudly from Minas
We celebrate the origins, the accent and the traditional ways of Minas Gerais with authenticity.
Sheer
We tell you what we have today, where it comes from and who makes it.
Feminine and entrepreneurial
We're a brand created by a woman entrepreneur, in a town driven by women entrepreneurs.
Warm and cheerful
Every conversation ends with a smile and, ideally, a little coffee.