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In business since 1999The story of Ateliê da Lee.
From her first company, in 1999, in Suzano (SP), to Ateliê da Lee in Juruaia (MG): more than 25 years of entrepreneurship, curation and people.
Eliana Oliveira, known as Lee.
Lee's story begins long before the Ateliê. An entrepreneur since 1999, that year she founded and ran a disposable-products distributor in Suzano (SP) and was, for many years, a director of the Suzano Commercial Association, always engaged in social causes. Cheerful and proactive, she is also a personal organizer, trainer and real estate investor. Each of these fronts shows up in the Ateliê:
As a professional organizer, Lee knows everything has its place. At the Ateliê that becomes curation: few products, carefully chosen and well explained.
As a trainer, she develops people. That experience is the foundation of the franchise model.
An entrepreneur since 1999, when she founded a distribution company in Suzano (SP). In 2009 she opened Ateliê do Queijo and, over 17 years, built a brand, a product and a method.
As a real estate investor, she learned to see a place's potential. That is how she chose Juruaia.
From Ateliê do Queijo to Grupo Eliana.
- 1999
First company, in Suzano (SP)
Eliana Oliveira founds a disposable supplies distribution company.
- 2000s
Associação Comercial de Suzano
She serves as a director of the Suzano Business Association for many years and gets involved in the city's social causes.
- 2009
Ateliê do Queijo is born, in Suzano (SP)
The first store opens in Suzano, in Greater São Paulo, with a simple idea: choose carefully what we offer, present it with care and make sure every person leaves with the right flavor for their table.
- 17 years
Counter, customers and method
Over 17 years, sweets and coffees join the cheeses, and Lee turns the customer service experience into a method.
- 2026
Ateliê da Lee is born, with its home in Juruaia
The company becomes Ateliê da Lee and opens its doors at Rua Vereador Alberto Mario Segreti, 97, in the Mirante neighborhood, in Juruaia (MG).
- Today
Grupo Eliana franchise line
Ateliê da Lee is Grupo Eliana's franchise line, alongside exclusive products such as Café da Lee and Doces da Lee.
An ateliê that keeps multiplying.
Ateliê da Lee is a franchise. It brings to other cities the same way of choosing, presenting and welcoming, with the products that come from Juruaia: Café da Lee and Doces da Lee.
Each unit is a gateway to the flavors of Southern Minas Gerais and the town's history.
Food, real estate and content.
Grupo Eliana brings together the brands created by Lee. Each one tells a part of Juruaia's story and of the Minas Gerais way of life.
Ateliê da Lee
Sweets, cheeses and coffees from Minas Gerais, with a store in Juruaia. Founded in 2009 as Ateliê do Queijo, in Suzano (SP).
Café da Lee
100% arabica coffee from Southern Minas Gerais, 84+ SCA points, taken from Juruaia to the world.
Doces da Lee
Minas Gerais sweets with Lee's signature: spoonable, sliceable and for gifting.
Sabores de Juruaia
Recipes and stories from locals who tell the town's story through its kitchens.
Eliana Oliveira Imóveis
Buying, selling and investing in real estate, with a long-term vision.
Yousi Incorporadora
Planned subdivisions, with legally registered lots and infrastructure.
Revista Íntima
Fashion, women, business and Minas, from the Lingerie Capital of Brazil.
Podcast da Lee
Conversations and stories from entrepreneurs and the people who make Juruaia happen.
About the Ateliê and Grupo Eliana
When was Ateliê da Lee founded?
In 2009, with the first Ateliê do Queijo store in Suzano, in Greater São Paulo. After 17 years, the company became Ateliê da Lee, opened a home in Juruaia (MG) and is now Grupo Eliana's franchise line.
Who founded Ateliê da Lee?
Eliana Oliveira, known as Lee. She is an entrepreneur, personal organizer, trainer and real estate investor, and she heads Grupo Eliana.
Is Ateliê da Lee a franchise?
Yes. Ateliê da Lee is a franchise that carries the Café da Lee and Doces da Lee brands, products taken from Juruaia to the world.
What is Grupo Eliana?
It's Eliana Oliveira's group of companies: Ateliê da Lee (franchise), Doces da Lee, Café da Lee (distribution), Eliana Oliveira Imóveis, Yousi Incorporadora (land subdivisions) and Revista Íntima, plus Podcast da Lee and the "Sabores de Juruaia" collection. Get to know Grupo Eliana.
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.