Female entrepreneurship is gaining more and more strength in Espírito Santo and Brazil, driven by women who combine strategy, purpose, and sensitivity in managing their businesses. According to Estadão, women's interest in the investment universe continues to grow. By 2025, half of those who do not invest yet plan to start — motivated mainly by the search for financial security (47%) and the desire to increase purchasing power (35%).
The numbers reflect this change: women's participation in financial products rose from 5% in 2022 to 8% in 2024. In the variable income market, the total number of female investors increased from about 1.29 million to 1.38 million in the last year, a growth of 7%. In the Direct Treasury, the increase was even more significant, surpassing 1 million women, a 15% advance during the period. Within this transformative movement, names like Elayne Borel stand out by inspiring and supporting a network of businesswomen who see collaboration as a tool for growth. The Women in Business Network, led by Elayne, offers training, mentoring, and networking events to empower entrepreneurs.
According to Elayne, the key to thriving is balancing strategy and essence. "The entrepreneurial woman needs to recognize herself as a leader and realize that her business is an extension of herself. Self-knowledge is the starting point for lasting results," she states.
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Elayne Borel, mentor of the Women in Business Network[/caption]
Leadership in Different Sectors
Examples like Rachel Pires, at the helm of Nuvem Sublimação, Carolina Cheib and Lorena Bonesi, leading Peticolé, Mayara Melo, founder of Nabeca, and Flávia Nolasco - personal organizer and owner of the store 'Organiza Utilidades', show that the new generation of women is more confident, connected, and prepared to occupy prominent positions in the economy, paving the way for other entrepreneurs.
Carolina Cheib, an economist and one of the partners of Peticolé Vitória, is an example of how sensitivity, strategic vision, and courage can walk hand in hand in building a successful business. "Leading a business like a children's fashion brand has always fascinated me, precisely because it combines affection, originality, and purpose. Gaining credibility in a market so marked by the presence of large brands was one of the main challenges, but also what motivated me the most to move forward," she states. She has been running the store alongside her friend and partner Lorena Bonesi in Praia do Canto for three years and has opened a new store in Shopping Mestre Álvaro, consolidating their expansion. [caption id="attachment_48859" align="alignnone" width="300"]
Lorena Bonesi and Carol Cheib.[/caption]
According to Mayara Mello, founder of the graduation company Nabeca, entrepreneurship should be surrounded by courage and dedication. "Female entrepreneurship is about courage, creativity, and the ability to turn dreams into reality. Each achievement is the result of dedication and the desire to do things differently, showing that women have a voice, protagonism, and the power to lead successful businesses. For me, entrepreneurship is a way to inspire other women to believe in their own potential and to follow their paths with purpose and passion," said Mayara.
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Mayara Mello[/caption]
For Flávia Nolasco, personal organizer and owner of Organiza Utilidades, "Entrepreneurship as a woman is a challenge that requires planning and passion for what you do" and continued, "each achievement represents not only the growth of the business but also the opportunity to inspire other women to believe in their own potential. As a personal organizer, I take satisfaction in transforming homes into functional, elegant, and welcoming environments, showing that female leadership and attention to detail make all the difference in the market," concluded Flávia Nolasco.
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Flávia Nolasco[/caption]
Businesswoman Rachel Pires, at the forefront of Nuvem Sublimação, has been running her company, which is a pioneer in sublimated panels, for 10 years and has currently expanded personalization, operating not only in the party sector but also with its own manufacturing of pouches, bags, backpacks, sarongs, caps, t-shirts, cushion covers, luggage covers, wine bags, backpacks, shopping bags, wallpaper, all personalized as the customer wishes. The company's factory is located in Vila Velha, and Nuvem also has a store in Praia do Canto, Vitória.
"I am passionate about marketing, especially digital, content production insights, and I am tuned into communication focused on growth and anticipated a global trend with the creation of the first sublimated panel in Brazil, which continues to revolutionize the party and events market worldwide," she states. "There are over 1 million sublimated dreams, and I am proud to be a capixaba company that has made its mark in the country," she says.
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Rachel Pires[/caption>
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