Contraste
Accessibility 
Overview
Founded in 1962, a family-owned store opened its doors in downtown São Paulo, with the commitment of creating jewelry with the same care as old-time goldsmiths. Since then, their creations have gained more and more space in the market, and Vivara has become the most awarded brand in the category.
Currently, Vivara is the largest jewelry chain in Latin America. With an integrated business model, we design, create, produce, market, and distribute our products throughout the country, through a network of more than 390 stores spread across all regions of Brazil and a multi-channel platform that serves more than 4,800 municipalities.
In 2023, we had a Gross Revenue of R$ 2.8 billion, an Adjusted EBITDA of R$ 479.6 million, an Adjusted EBITDA Margin of 21.9%, and a Net Profit of R$ 369.2 million.
The more than 7.0 million registered customers throughout the country enrich our data intelligence and converge to make our marketing strategy assertive, generating the commercialization of approximately 3.5 million pieces from our main distribution center located in the southern region of São Paulo city.
The Brands
With 60 years of experience, we have developed a portfolio of brands – Vivara, Life by Vivara, Vivara Watches, Vivara Fragrances, and Vivara Accessories – focusing on gold jewelry, silver jewelry, watches, and accessories, which represented, respectively, in the fiscal year ended on December 31, 2023, 48.9%, 36.3%, 12.1%, 2.4% of our revenue.
These brands are associated with democratic products with modern and high-quality design, which can be accessed by different social classes, as well as accompany our customers in different stages of life, which allows us to take advantage of the growth of the retail sector in the country regardless of social class, in addition to providing more flexibility and risk dilution in adverse economic times. We also believe that the Vivara brand has no direct competitor in the segment and profile in which we operate, when considering the pillars of luxury, accessibility, and recognition combined, with a price range that can vary from BRL150.00 to over BRL120,000.00.
As we produce around 80% of the products sold, we have flexibility in the composition of our product mix. During the period of recession in Brazil, between 2015 and 2016, we chose to quickly increase the production of items made of silver instead of gold products. Thus, we maintained our sales stable by increasing the share of silver items that have higher margins compared to other categories.
Launched in 1962, it is associated with a traditional, elegant and modern brand aimed at customers over 30 years of age, who value quality and sophistication.
Launched in 2011, is associated with a younger target audience, aged 15 and over, who value fashion and seek more casual, collectible and affordable pieces. Initially, the brand, which was born as a collection in Vivara stores, had bracelets and charms in its portfolio and added collections and other product categories over time. In 2021, we began the empowerment project of the brand by adding exclusive points of sale with more experience and identity, transforming the brand into the main growth driver for the coming years.
Launched in 1980 to sell own brand or third-party watches, serving a variety of audiences, both young and adult, including classical, modern, and contemporary. Currently, we sell 18 watch brands in Brazil, including our own brands (Vivara and Akium), brands exclusively distributed by us in Brazil (Tommy Hilfiger, Tommy Jeans, Coach, Ferrari, Movado, Hugo Boss Black, Olivia Burton, Festina, MVMT, Nautica, and Lacoste), and third-party brands that we distribute without exclusivity (Tag Heuer, Baume et Mercier, Bulova, Victorinox, and MontBlanc watches).
Our first perfumes were launched in 2015, focusing on adult women, with bold and unique fragrances for both day and night. Following the success of our initial launches, we expanded the product line to include options for men as well.
Our accessories make the experience in our store even more complete! At Vivara Store, customers can find jewelry and watches, as well as jewelry boxes and watch cases for storage and better care of their pieces. We also offer exclusive design glasses, leather wallets, pens, notebooks, and keychains, which are updated according to the latest trends and the preferences of our customers.
Our Numbers
BRL 2.8
billion in revenue
+435
points of sale
61
years of history
+4.3
thousand employees
Our model and Presence
We have a vertically integrated business model, which ensures greater control and flexibility in managing the production chain, from creation and design to production, marketing strategy, distribution (omni-channel) and marketing of our products, representing an annual production of approximately 3.5 million units (2023).
We have a team of designers focused on innovation and trends, responsible for more than 30 annual collection launches. We manufacture approximately 80% of our products sold in our factory located in the Manaus Free Zone, State of Amazonas, where we constantly invest in technology and other improvements, focusing on operational efficiency, in order to maintain consistent quality standards and reinforce our leadership and market reference position.
Our strategy follows the “customer-centric” concept, in which all initiatives and actions aim to satisfy our customers, identifying their needs and offering the best possible shopping experience, allowing us to achieve a Net Promoter Score (NPS) of 93, as evaluated by our customers. This score is comparable to that of major national and international retailers. Thus, we offer personalized customer service through experienced teams that receive constant training. We believe that this personalized service, which we call “assisted sales,” results in greater customer loyalty, making the shopping experience enjoyable and unique, especially since our customers seek a shopping experience in which they can touch and feel the product. Approximately 32% of our customers are recurring and make more than one purchase with us annually.
In order to ensure consistency in customer service and quality experience, we have a series of monitoring tools based on various KPIs that allow us to identify critical points and develop specific action plans for each point of sale.
Operation Tripod
Retail
Own retail points
Sales force governance focused on control and management, with intensive training and aggressive compensation models
NPS of 93
Industry
Vertically integrated model
80% of production internalized
10,000m² of built area
3.5 million pieces produced in 2023, with rigorous quality control
Brand
Aspirational communication
Absolute top of mind in the industry
Accessible luxury with scale and agility in reproducing trends
Unique shopping journey
Investment Thesis
Track record
Brand with a history of 60 years of execution
Positioning
Broad spectrum of customers with a product portfolio serving all stages of a person’s life
Competition
Fragile competitive environment, with few structured players
Market
High consolidation potential, in a largely fragmented market
Resilience
Millennial sector with a history of resilience
Profitability
High rates of return and operating margins