Long before Ela Decora became a widely recognized name in Brazilian home aesthetics, it was simply a conversation — between two people who believed that good design should feel as personal as it does beautiful.
Founded in 2018 by Patrícia Jorge Soalheiro de Souza and Bruno Tavares dos Santos, the brand started small: a local shop in Bauru, São Paulo, modest inventory, and big questions. Could a home décor store become more than a place to buy things? Could it guide, connect, and teach?
Today, with a second location in Extrema, Minas Gerais, and a digital community of over two million followers, the answer is clear. But the story behind that success remains grounded in small, deliberate choices.
A Brand Built in Conversation
For Patrícia, the initial goal wasn’t visibility — it was resonance. “We wanted people to see themselves in the spaces we styled,” she has shared. That meant understanding how real Brazilians live, decorate, and adapt their homes. It meant listening.
This ethos shaped not just the product line, but the brand voice. Unlike fast-paced trend retailers, Ela Decora took a slower, more intentional route. From room-by-room styling videos to thoughtful customer Q&As, every post and product description reflected a desire to inform rather than just promote.
Their Instagram, now a hub of tutorials and visual storytelling, became an extension of the brand’s core belief: that home is an evolving story, and décor should help tell it.
Behind the Shelves: Thoughtful Curation
Walk into the Bauru store, and you’re greeted not with endless rows of merchandise, but with vignettes — styled corners that mirror real homes. The team doesn’t just stock what sells; they stock what speaks. “We choose every item with our audience in mind,” Bruno explains. “From color palette to material feel, it all matters.”
This same care applies to their online presence, where shipping logistics, unboxing experience, and customer support are managed with uncommon diligence. The team handles a growing national demand with the same calm intentionality that marked their beginnings.
Crafting Trust in the Digital Age
It’s easy to go viral. It’s harder to stay trusted. Ela Decora’s most remarkable achievement might not be its follower count, but its reputation — not just across social media, but in public review forums like Reclame Aqui, where consistent positive feedback reflects a service culture shaped by care.
Here, the digital meets the human. Patrícia still reads comments daily. Bruno routinely reviews support tickets. “We don’t outsource our responsibility,” they insist. And customers seem to know.
More Than Aesthetic
There’s a quiet resilience in Ela Decora’s journey — one that doesn’t shout innovation, but embodies evolution. It’s found in the way a simple dining table can become the centerpiece of a memory, or how a wall mirror might spark confidence in a new home.
That’s the kind of beauty this brand works to cultivate: not just visual, but emotional. Not just trends, but trust.
