Home · Grupo Eliana
Food · real estate · contentGrupo Eliana: businesses that build cities.
Six business lines created by Eliana Oliveira, known as Lee: Ateliê da Lee, Doces da Lee, Café da Lee, Eliana Oliveira Imóveis, Yousi Incorporadora and Revista Íntima.
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
Grupo Eliana is the group of companies founded by Eliana Oliveira (Lee), an entrepreneur since 1999. It operates on three fronts: food (Ateliê da Lee, an emporium franchise; Doces da Lee; Café da Lee, with distribution), real estate (Eliana Oliveira Imóveis and Yousi Incorporadora, a land subdivision developer) and content (Revista Íntima, a magazine focused on the female universe, Podcast da Lee and the "Sabores de Juruaia" collection).
Three fronts, one purpose.
Taking Juruaia to the world and bringing the world to discover Juruaia, with businesses that create income, jobs and local pride.
| Business line | Companies and brands | What it does |
|---|---|---|
| Food | Ateliê da Lee · Doces da Lee · Café da Lee | Emporium and franchise, private-label sweets and specialty coffee, distribution |
| Real estate | Eliana Oliveira Imóveis · Yousi Incorporadora | Real estate business and subdivisions |
| Content | Revista Íntima · Podcast da Lee · Sabores de Juruaia | Women's lifestyle magazine, podcast and book collection |
Ateliê da Lee
An emporium of sweets, cheeses and coffees with a Minas Gerais soul. It was born as Ateliê do Queijo in 2009 in Suzano (SP) and today has a home in Juruaia (MG). It is the group's franchise line, bringing the same way of choosing, presenting and welcoming to other cities.
- Curated cheeses, sweets and coffees from Minas Gerais
- Coffee, courses, tastings and experiences
- Franchise model with own brands
Doces da Lee
Minas Gerais sweets with Lee's signature: doce de leite, goiabada (guava paste), brigadeiros and biscuits, made for every day and for gifting. On pre-sale at the Ateliê, in gift sets and for resale.
- Doce de leite and artisan goiabada (guava paste)
- Gift and kit line
- Reselling and points of sale
Café da Lee
100% arabica specialty coffee from Southern Minas Gerais, with coffees scoring 84+ points on the SCA scale, in the Clássico, Moka and Origem lines, as whole beans, ground, drip and capsules. On pre-sale for consumers, with distribution to emporiums, coffee shops, hotels and businesses.
- 100% Arabica, 84+ SCA points
- Distribution for retail and food service
- Coffee for businesses and hospitality
Eliana Oliveira Imóveis
The group's real estate arm: buying, selling and investing in property, with the same long-term vision that led Lee to bet on Juruaia.
- Buying, selling and investing
- Residential and commercial real estate
- Personalized service
Yousi Incorporadora
The group's developer dedicated to land subdivisions: it turns land into planned neighborhoods, with regularized lots and infrastructure, for those who want to build or invest.
- Planned subdivisions
- Legally registered lots with infrastructure
- To live or invest
Revista Íntima
A magazine focused on women's lives: fashion, women entrepreneurs, wellness and business, from Juruaia, the Lingerie Capital of Brazil.
- Fashion and intimate apparel
- Women who build businesses
- Lifestyle, wellness and business
Data and fundamentals for each market
Franchising: an R$ 300 billion industry
Brazilian franchising earned R$ 301.7 billion in 2025, up 10.5% from 2024, with 202,444 units, 3,297 networks and 1.76 million direct jobs, according to the Brazilian Franchising Association (ABF). In Minas Gerais, franchises earned more than R$ 26 billion, with 18,699 units. The food segment (retail and distribution) grew 12.9% nationwide.
What makes a good franchise: a strong brand, its own products (at the Ateliê, Café da Lee and Doces da Lee), a replicable method and franchisee training, an area where Lee's experience as a trainer makes a difference.
Coffee: the strength of Southern Minas
Southern Minas produces about 50% of the state's coffee and nearly 30% of Brazil's Arabica. Café da Lee is born from this origin and works only with specialty coffee (84+ SCA points). Learn more in the Southern Minas coffee guide.
Subdivisions: how it works
In Brazil, urban land subdivision is governed by Law 6,766/1979 (urban land parceling). In general terms:
- Municipal approval of the project and registration with the Real Estate Registry Office before the lots are sold.
- Basic infrastructure: roads, stormwater drainage, street lighting, water supply, sewage and electricity.
- Minimum lot size of 125 m² with 5 m of frontage, unless stricter local rules apply.
- Public areas reserved for streets, squares and community facilities, as set out in the master plan.
Before buying a lot, make sure the subdivision is registered, ask for the lot's property registration (matrícula) and check what infrastructure is already in place.
Women's world and Juruaia
Juruaia is known as the Lingerie Capital of Brazil, an intimate apparel manufacturing hub with a strong presence of women leading the businesses. Revista Íntima was born from this context: fashion, women's entrepreneurship and the stories of the people who make the city. See the Juruaia store and factory directory.
Sources: ABF (2025 data, published in March and April 2026), Faemg/Senar (2026 harvest), Federal Law 6,766/1979.
Eliana Oliveira, known as Lee.
Entrepreneur since 1999, former director of the Suzano Business Association, personal organizer, trainer and investor.
Questions about Grupo Eliana
What is Grupo Eliana?
It's the group of companies founded by Eliana Oliveira (Lee), with businesses in food, real estate and content.
What are the Grupo Eliana companies?
Ateliê da Lee (emporium franchise), Doces da Lee, Café da Lee (specialty coffee and distribution), Eliana Oliveira Imóveis, Yousi Incorporadora (land subdivisions) and Revista Íntima.
What does Yousi Incorporadora do?
Works with land subdivisions: turns land into planned neighborhoods, with regularized lots and infrastructure, to live in or invest.
Is Ateliê da Lee a franchise?
Yes. Ateliê da Lee is Grupo Eliana's franchise line, with its own brands such as Café da Lee and Doces da Lee.
How do I distribute Café da Lee?
Through the distribution page or our 24/7 digital service on WhatsApp (11) 99992-4741.