Interview with Eduardo Brüner, Brumani

The C.R. Brüner group has been in the jewellery business for generations. Founder, Antonio Carlos Brüner, brought his three sons, Eduardo, Emerson and Rodrigo, into the business at an early age. In 2005, the three Brüner brothers embarked on a compelling entrepreneurial journey and launched a new brand, Brumani, with the explicit vision of expanding the family business abroad. In an interview with Tharawat, Creative Director of Brumani, Eduardo Brüner, talks about the vision of their brand, Brazil going global, and why family-ownership is advantageous in the jewellery industry.

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What are the beginnings of your family business?

My family has a long tradition in jewellery making, having started the business over 50 years ago. My father’s side is German and my mother’s is Italian. We like to say that we combine Italian creativity with German precision. Both their families immigrated to Brazil in the middle of the last century. We are now the third generation of the family business.

In 2005, we decided to build on that legacy. We turned entrepreneurial again and established Brumani. Everything about the brand reflects the Brazilian spirit and lifestyle. We wanted to translate our culture into a jewellery line we could take global because we really wanted to be successful abroad. The international market is very competitive and we knew we had to do something different and built a brand that was mobile enough to go international. We were courageous about using coloured gemstones and bold designs that have become our trademark.

Do many Brazilian companies aspire to going global?

Yes, there is a strong desire for Brazilian companies to expand their businesses abroad. I think they can bring something different to the global market place, something unique. At least that’s what we are trying to do.

Do many Brazilian companies make it outside?

We have seen a surge in the number of Brazilian companies on the global scene. Our government supports these companies with marketing and strategy and has, in fact, instated an agency dedicated to promoting international business.

Brazil is a complex market from the outside. How do you see the role of family firms and entrepreneurship?

Brazil is a young country with a huge market. The people in Brazil are very open to innovation and like to connect with trends, and I see a lot of opportunity for the growth of Brazilian businesses. Even though we face economic problems, we see a lot of thriving entrepreneurship and family businesses in industries such as ours and those related to fashion.

How has Brumani been received by other markets?

We have found responses to be very positive. People have shown great appreciation of our culture and brand. We have seen growth despite the unfavourable economic climate.

How did you design your expansion strategy?

We started with countries close to us, first Latin America, then the U.S. Today, some of the strongest demand comes from Eastern European countries and the Middle East.

How do you and your brothers work together?

I am the eldest brother and the Creative Director. Emerson studied in Germany and is in charge of all manufacturing. Rodrigo works more on business development. We work together in Sao Paolo, as a team. It works very well because our individual roles are very clearly defined. We have our own responsibilities but keep exchanging information and opportunities. Everything is very transparent between us, which I think is essential for a successful relationship.

Is there a next generation to take over the family business?

We don’t know yet as the fourth generation isn’t old enough. We would very much like to continue within the family. There are many family businesses in jewellery. I think the reason why this business model works is that when a family takes good care of a business it is easier to maintain the identity of the brand. In our business the name is important because it is what gives you credibility and lasts over generations.

Tharawat Magazine, Issue 26, 2015