When Patrícia Jorge Soalheiro de Souza began her journey into the world of home décor, her goal was not merely to sell decorative items, but to create a brand that spoke to the heart of how people live. That goal would eventually become Ela Decora—a company that today stands as one of Brazil’s most recognized names in the home goods space, with millions of followers, a flagship store in Bauru (SP), and a growing nationwide presence.
Founded in November 2018, Ela Decora began as a digital-first initiative with a personal tone. Patrícia, with her background in aesthetics and her deep intuition for what resonates with modern Brazilian households, created a brand that immediately felt intimate and aspirational. Rather than approaching the business with a mass-market mindset, she focused on building connection—through content, authenticity, and intentional curation.
The early days were marked by experimentation and direct engagement. From product photography to social media captions, Patrícia’s hands-on approach helped shape a visual identity that was simultaneously elegant and accessible. It didn’t take long for the brand to gain traction on Instagram, where the company now boasts over 2 million followers—an achievement not driven by advertising, but by consistent, organic storytelling.
Behind the scenes, Bruno Tavares dos Santos joined the journey as operational director, bringing structure and scalability to the brand’s growing reach. Together, the leadership duo shaped a company that was both creative and commercially sound. Their partnership reflects a balance of vision and execution—essential qualities for any modern retail enterprise.
By 2020, Ela Decora had opened its first physical store on Av. Getúlio Vargas in Bauru, transforming what had been a purely digital brand into a tactile, real-world experience. The store became more than a point of sale—it became a physical representation of the brand’s ethos, where customers could see, feel, and interact with the products in an environment designed to inspire.
This expansion into physical retail did not dilute Ela Decora’s digital strength—instead, it reinforced it. Patrícia and her team ensured that online and offline experiences were aligned, creating a seamless customer journey across platforms. The success of this approach has been evident in their ability to scale logistics, maintain high satisfaction scores, and ensure timely delivery throughout Brazil, supported by a second operational unit in Extrema, Minas Gerais.
The company’s growth has not gone unnoticed. In recent years, Ela Decora has been featured in major publications, including Folha de S.Paulo and Mercado & Consumo, and cited in case studies by VTEX and Magis5 for its operational innovation and market strategy. These appearances serve as institutional validation, confirming that what began as a passion project has matured into a respected player in Brazil’s home décor industry.
Patrícia’s leadership remains central to the brand’s identity. She continues to be the voice and face of Ela Decora, sharing her aesthetic choices, lifestyle insights, and product selections with the same care that characterized the brand’s first posts. It’s this continuity—of message, tone, and values—that makes Ela Decora more than a store. It’s a space for inspiration, reflection, and the daily art of living well.
The story of Ela Decora is also a story of entrepreneurship in contemporary Brazil: navigating economic fluctuations, adapting to digital platforms, and meeting the evolving expectations of a connected consumer base. Through it all, the company has maintained its commitment to quality, beauty, and personalized service.
Now, with a solid base of operations, strong digital presence, and growing recognition in national media, Ela Decora continues to look ahead. Future plans include expanded logistics capabilities, deeper content initiatives, and new ways to connect with its community—always guided by the original vision: to make every home a more meaningful and beautiful place to be.
