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Juruaia · Minas GeraisJuruaia, Minas Gerais.
The city of coffee and intimate apparel in southwestern Minas Gerais, in a few numbers and many stories.
A guide to Ateliê da Lee, an emporium that began as Ateliê do Queijo in 2009, in Suzano (SP), created by Eliana Oliveira, known as Lee, an entrepreneur since 1999.
Updated October 17, 2026
Juruaia is a municipality in south/southwestern Minas Gerais with 11,084 residents (2022 Census), postal code (CEP) 37805-000 and area code 35. It's near Guaxupé and Muzambinho, about 352 km from São Paulo, and is known as the Lingerie Capital of Brazil, with about 400 garment makers, as well as strong coffee production.
Brief timeline
- 1898: land is donated to the chapel of São Sebastião; the village of São Sebastião da Barra Mansa is born.
- 1901: becomes a district of Muzambinho.
- 1923: renamed Juruaia.
- 1949: municipality established on January 17.
- 1992: first intimate apparel workshops.
Read the full history of Juruaia.
Calendar of the year
- January: Juruaia Outlet
- March/April: Felinju
- May to September: coffee harvest
- September: Festlingerie
Official services and information
For public services, see the official website and channels of Juruaia City Hall. For business events, Aciju.
| State | Minas Gerais (South/Southwest of Minas) |
|---|---|
| Population | 11,084 inhabitants (2022 Census) |
| Area | about 220 km² |
| ZIP code (CEP) | 37805-000 |
| Area code (DDD) | 35 |
| Established as a municipality | 01/17/1949 (created by Law 336 of 12/27/1948) |
| Patron saint | São Sebastião |
| Neighbors | Guaxupé, Muzambinho, Monte Belo, Nova Resende |
| Known as | The Lingerie Capital of Brazil |
| Tourist circuit | Coffee Mountains (Montanhas Cafeeiras) |
Economy: coffee and intimate apparel
Coffee takes up about 89% of the harvested area and accounts for about 98% of the value of agricultural production (IBGE, PAM 2025). Since 1992, the town has developed an intimate apparel hub with around 400 garment makers, most of them run by women.
Why visit
Shopping for lingerie, pajamas, swimwear and fitness wear straight from the factories, fairs throughout the year, waterfalls and Minas Gerais food. See the things-to-do guide and the town's history.
Sources: Aciju, Diário do Comércio, IBGE and travel guides, consulted in October 2026. Dates and times may change.
Between one shopping stop and the next, a taste of Minas.
In the Mirante neighborhood, Ateliê da Lee offers Canastra cheese and semi-cured cheese, goiabada cascão (guava paste), canned sweets, pão de queijo (cheese bread) and coffee from the region. For a break or to take home as a souvenir.
Explore also: questions about Juruaia · weather · waterfalls · store guide · business directory
Frequently asked questions
What is Juruaia's postal code (CEP)?
The general postal code (CEP) for Juruaia (MG) is 37805-000.
What is Juruaia's area code (DDD)?
Juruaia's area code (DDD) is 35, the same as the rest of Southern Minas.
How many people live in Juruaia?
11,084 inhabitants in the 2022 IBGE Census.
Does Juruaia have a beach?
Juruaia is in inland Minas Gerais and is a swimwear manufacturing hub. Juruaia is in inland Minas Gerais. Searches for "swimwear" refer to the city's garment makers, which produce bikinis and swimsuits.
How old is Juruaia?
Juruaia is 77 years old and turns 78 on January 17, 2027. The municipality was established on January 17, 1949, created by State Law No. 336 of 1948.
What does the name Juruaia mean?
It comes from the Tupi language and translates the village's old name, Barra Mansa: juru (gentle) and aia (river mouth).
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.