Home · Intimate apparel in Juruaia
the Lingerie Capital of BrazilIntimate apparel in Juruaia.
From a few sewing machines in 1992 to a national hub, largely run by women.
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 called the Lingerie Capital of Brazil because, since 1992, it has concentrated intimate apparel makers: today there are more than 200, with about 15% of national output according to City Hall, most of them run by women. The city's symbol is the giant bra, the largest in Brazil.
Quick garment guide
| Item | Variations |
|---|---|
| Bra | Padded, unpadded, demi-cup, balconette, strapless, racerback, nursing |
| Panties | Bikini brief, thong, boyshort, high-waist, seamless |
| Bodysuit and corset | Lace, tulle, shapewear |
| Shapewear | Shapewear belts, shorts and compression bodysuits |
| Evening | Nightgowns, baby dolls, robes |
How to get your bra size right
- Measure just below the bust (band) and around the fullest part of the bust.
- Compare with the brand's size chart: sizing varies between factories.
- In the fitting room, the strap shouldn't dig in and the underwire should rest in place without squeezing.
Lingerie care
- Hand wash, or machine wash in a laundry bag on the delicate cycle.
- Don't wring lace or cups; dry in the shade.
- Fasten the hooks before washing so they don't snag other pieces.
How it began
The first workshops appeared around 1992, in a town that until then ran on coffee. Sewing spread from house to house and became an industry.
By the numbers
- About 400 garment makers and thousands of direct jobs.
- About 15% of Brazil's intimate apparel, according to City Hall.
- Most of the companies are led by women.
The symbols
The giant bra, the largest in Brazil, and the giant thong are in the Igreja Matriz square.
Revista Íntima
Revista Íntima, from Grupo Eliana, was born of this calling: fashion, lingerie and the stories of the women who make the industry.
Where to buy
See the stores in Juruaia and the wholesale guide.
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.
All the stores and factories in Juruaia.
Address, phone, map and directions for each business, with search by name, street and sector.
Frequently asked questions
Why is Juruaia the Lingerie Capital of Brazil?
Since 1992 the town has been home to a concentration of intimate apparel manufacturers. Today there are more than 200, with buyers from all over Brazil.
Who runs Juruaia's clothing manufacturers?
According to the regional press, most businesses are led by women.
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.