Vivara operates in the jewelry and accessories sector. In Brazil, the company has the largest network of jewelry stores, as well as a broad portfolio of products and services, which ensures an enviable market reach. Under its domain, the company has the brands:
Vivara
Life by Vivara
Vivara Watches
Vivara Accessories
Vivara Fragrances
The company's vision is to be: “The most desired brand in Latin America to celebrate special moments.”
In general, we can observe some important competitive differentials for the Company, such as:
High quality and innovation in its products
Complete portfolio of accessories for various audiences
Strong presence of sales points throughout the country
E-commerce and omnichannel strategy
Intense marketing of its brands and launches
Company's business
Vivara
The largest jewelry store network in Brazil has extensive experience when it comes to the manufacturing and marketing of jewelry. The class and commitment to offer items created with the same care that ancient goldsmiths used to have remain in Vivara's production culture. Its collection strategy aims to generate exclusive, innovative, and durable items. Each collection of this brand has its own characteristics, and everything is made with high technology to employ in the products the so-called Premium without exaggeration.
All Vivara jewelry has a stamped “V”, something that consolidates the brand in each product, seeking to present consumers with a product that has exclusive design within the most demanding quality standards.
The jewelry category not only has various specific items but also different types of materials used in each design. Vivara works, for example, with a variety of materials such as:
Steel
Rubber
Leather
Wood
Nylon
White gold
Yellow gold
Rose gold
Silver among others.
In addition, the Company uses various gems and stones in the finishing, such as agate, aquamarine, amethyst, apatite, diamond, emerald, jade, pearl, ruby, sapphire, tourmaline, topaz, among others.
Thus, we can list as final products using some of these luxury items that are marketed, both for the male and female audience, the following items:
Wedding rings
Rings
Earrings
Necklaces
Chains
Charms
Bracelets
To add value to the brand and increase its visibility, Vivara uses intense advertising, which combines the luxury of its products with the beauty and fame of recognized celebrities. In this way, every innovative collection is marked by a powerful advertising campaign, which ultimately adds to the final value of the product.
Life by Vivara
Another consolidated brand of the Company is Life by Vivara, also responsible for the marketing of jewelry. Created in 2011, the brand offers more than 250 types of Charms, with themes related to everyday life, love, work, and travel. The Life segment of the company is of great importance in its operation, as it accounts for almost 30% of total revenue in recent years.
Interestingly, this product line brought to the market the concept of collectible items, allowing each customer to gradually assemble their bracelet according to their preference and with charms of their choice, considering that each has a particular emotional significance. Through this customization strategy, the company diversifies and expands the products sold, offering a base product capable of adding various others as the starting point of the operation.
Vivara Watches
Vivara has its own watch brand. Thus, it operates with sales for both male and female audiences. Its sales team is regularly trained through e-learning, in addition to receiving technical training on the products every six months. Besides the Vivara Watches brand, the company also sells items from famous brands in the watch market, among which we can mention:
Akium
Bulova
Calvin Klein
Coach
Guess
Hugo Boss
Lacoste
Mont Blanc
Tommy Hilfiger
Victorinox
Vivara Accessories
In this segment, Vivara provides a complete mix of useful accessories for the daily lives of various users and audiences. To simplify, we can subdivide this category into 4 areas of operation, according to the company:
For office: notebooks, pens, mechanical pencils, note holders, among others
For care: cases, perfume, jewelry boxes, watch cases, eyeglass cases
For wear: cufflinks, belts, and glasses
For carry: wallets, card holders, keychains, bags, backpacks, and passport holders
Vivara Fragrances
Last but not least, the perfume line could not be left out. In this segment, the company offers modern and innovative products to establish itself in all aspects of its users' daily lives. As a result, it also manages to please both male and female audiences when it comes to perfumery. Despite the innovation, the company's fragrance market still does not have the extensive reach that its other products do.
Performance and positioning
Vivara has more than 230 points of sale located in the main cities of Brazil. The kiosk-format stores, which total just over 50, are also common in large shopping malls and commercial centers, and in both sales environments, Vivara offers differentiated service to customers. Overall, the company is present in more than 20 Brazilian states, distributing over 900 thousand catalogs of its collections and products per year.
Vivara's headquarters is located in the largest commercial center in São Paulo and has more than 2,900 employees, who undergo rigorous training on sales techniques. In addition, the team undergoes a semiannual refreshment course to maintain the high standard of service required by the company.
Vivara's factory, located in Manaus-AM, has 4,200 square meters of modern facilities and employs 360 professionals specialized in their fields. Its annual production is approximately 2.3 million units. Regularly, its team offers training for jewelers and polishers to maintain product quality. These professionals are specialized and frequently instructed to incorporate new techniques and concepts into the handling of materials and stones.
Lastly, the company's e-commerce platform, created in 2012, offers more than 5,000 products. Since the platform's creation, the company has reached over 24 million unique user accesses, not counting the recurrence of users on its platform. The omnichannel strategy has allowed Vivara to operate today in an integrated manner, consolidating the format of physical stores with online sales and services.
The history of Vivara begins after World War II, when the Kaufman family of Romanian immigrants arrived in Brazil. The family's experience in the jewelry manufacturing process led them to see the opportunity to create a business that would become the large network we know today. Thus, in 1962, the inauguration of its first store took place in downtown São Paulo, more precisely on Rua Sete de abril.
Inspired by the skilled hands of the main founder David Kaufman, his son Nelson Kaufman arrived in Brazil in 1976 to take control of the company, modernizing and expanding its operations. Innovatively, the newcomer brought innovative aspects to jewelry making, such as the application of quartz, citrine, and amethyst, in addition to promoting mass production while preserving quality.
In 1981, the company opened its first store in a shopping mall in São Paulo, at the famous Shopping Eldorado, and within ten years it reached the milestone of 10 stores in the capital. It was at this time that the company's name became what we know today: Vivara.
With the turn of the 1990s, the company took a big step towards national expansion. This is because in 1992, the factory opened in northern Brazil, in the so-called Free Trade Zone of Manaus. With this move, the company was able to increase its production capacity in an expansive environment, through tax incentives, for the development of high value-added products.
Later, in 2003, Vivara began the production and commercialization of watches with the creation of its own brand, as we saw earlier. At that same time, the company formed several partnerships to increase the visibility of its products, including Brazilian model Shirley Mallmann and actors Marcelo Antony and Maria Fernanda Cândido. Its expansion operation through advertising campaigns reached remarkable milestones, allowing it to reach 80 stores in Brazil by 2007, and presenting yet another exceptional agreement that year, now with international model Gisele Bündchen.
In 2011, another launch occurred, this time with the brand Life by Vivara, which would greatly enhance the company's portfolio and business development. At this moment, the then-mature company diversified into more products and increased its reach through expanded operations and production.
The following year, in 2012, its e-commerce was launched, marking its first step towards digital expansion. As a result, the brand adopted the omnichannel sales model in 2016, integrating physical stores, virtual platforms, and its customers.
In 2017, the company celebrated its 55th anniversary by launching a new collection that reinvented its products, utilizing new materials, blending leather and other raw materials. More recently, in 2019, Vivara (VIVA3) conducted its public offering of shares in the Novo Mercado segment of Bovespa.
Its offering raised about R$ 5.7 billion. Of the total raised, approximately R$ 2.3 billion (about 65%) was used for opening stores. The remainder, in turn, was allocated to increasing the manufacturing park and creating a new brand. With this, Vivara became the first jewelry chain listed on the Brazilian stock exchange.
