MG Joias

What MG Joias does

MG Joias, legally M.G. COMERCIO DE JOIAS LTDA EPP (CNPJ 12.612.300/0001-00), is a Brazilian jewelry retailer and manufacturer founded in November 2013 by Maria Gasparetto in Chapecó, Santa Catarina. The company operates a hybrid direct-to-consumer model combining a physical showroom at Avenida Getúlio Dorneles Vargas, N, 1670n in Chapecó with an e-commerce storefront at mgjoias.com.br, supported by WhatsApp and telephone sales channels. Its catalog spans gold jewelry across two purities — Ouro 416 (10k commercial gold) and Ouro 18k (750) — including wedding bands (alianças), rings (anéis), pendants (pingentes), necklaces/chains (correntes), bracelets (pulseiras), chokers (gargantilha), and guard rings (aparadores), with prices ranging from approximately R$71 to R$56,000.

The company's core technical capability is artisanal goldsmithing combined with laser cutting technology used to produce personalized pieces such as name rings, letter pendants, and customized pendants. Each piece is handcrafted by professionals with over 25 years of combined experience, and every item ships with a certificate guaranteeing gold purity and stone authenticity. The technology stack is a standard Brazilian SMB e-commerce configuration: the Tray commerce platform powers the storefront, Vindi handles payment processing (credit cards via Visa/Mastercard/Diners/Amex/Elo, boleto bancário, and bank transfer, with installment options up to 12x), WhatsApp provides personalized customer service, and SSL secures transactions.

Revenue is generated through one-time retail sales of finished gold jewelry to individual consumers, primarily gift buyers, couples purchasing wedding bands, and mothers seeking family-themed pieces. The customer segmentation is horizontal across use cases rather than vertically focused on enterprise or institutional buyers. The company is privately held, bootstrapped, and family-controlled with 1-10 employees, no external investment, no disclosed M&A activity, and no expansion beyond the single Chapecó retail location aside from the online channel.

Name

MG Joias

Legal name

M.G COMERCIO DE JOIAS LTDA EPP

Website

https://mgjoias.com.br

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

MG Joias is a Brazilian handcrafted gold jewelry retailer founded in 2013 in Chapecó, Santa Catarina, serving individual consumers through a hybrid online (mgjoias.com.br) and physical store model. It specializes in personalized 10k and 18k gold pieces — wedding bands, rings, pendants, chains, and bracelets — produced with artisanal craftsmanship and laser-cut customization.

Ownership category

akta.pro rank

Headquarters

HQ city

Chapecó

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Gold Jewelry Retail: MG Joias generates revenue primarily through the sale of finished gold jewelry products, including rings, pendants, chains, bracelets, and necklaces. The company offers products in two gold purity classes: 416 (10k commercial gold) and 750 (18k gold). Pricing ranges from approximately R$71 to R$56,000 depending on product type, weight, and gold purity.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

MG Joias designs, handcrafts, and sells gold jewelry directly to consumers through its own e-commerce site (mgjoias.com.br) and a physical store in Chapecó, SC. The product portfolio includes wedding bands (alianças), rings, pendants, necklaces/chains, bracelets, and chokers in 10k (416) and 18k (750) gold, with laser-cut personalization for names, letters, and custom designs. The company also offers in-store custom jewelry services and ships nationwide.

Product overview

MG Joias is a Brazilian jewelry retailer and manufacturer founded in November 2013 in Chapecó, Santa Catarina. The company operates both an e-commerce platform and physical store, offering a portfolio of gold jewelry products including wedding bands (Alianças), rings (Anéis), pendants (Pingentes), necklaces (Correntes), bracelets (Pulseiras), and choker necklaces (Gargantilha). The product line spans two gold purities: Ouro 416 (commercial gold) and Ouro 18k (750/18 karat). MG Joias specializes in personalized/custom jewelry with laser-cut name and letter designs, children's-themed pieces, graduation commemorative items, and religious pendants. The company also offers guard ring sets (Aparadores) and combination sets including bracelet and necklace pairs. Their artisanal manufacturing process produces each piece uniquely for customers, with slight weight variations typical of handcrafted gold jewelry.

Differentiator

Problem solved

Functional benefit

Products and services

• Alianças (Wedding Bands) Gold wedding bands available in 416 (10k) and 18k (750) gold, sold to couples for marriage ceremonies and as wedding gifts.
• Anéis (Rings) Extensive collection of gold rings including customizable name rings, letter rings, heart designs, bow designs, infinity symbols, and children's-themed pieces, available in 416 and 18k gold with various finishes.
• Conjunto de Aparadores (Guard Ring Sets) Decorative guard rings designed to be worn alongside wedding bands, featuring name personalization, children's-themed designs, and stone-set options with zirconia or brilliant cuts.
• Pingentes (Pendants) Gold pendants including letter pendants, heart designs, children-themed pieces with child figurines, graduation commemorative pendants, religious pieces, and laser-cut name pendants in 416 and 18k gold.
• Correntes (Necklaces/Chains) Gold necklaces and chains including Portuguese link chains, rope-style chains, and chains with pendants, available in 18k gold with various lengths.
• Pulseiras (Bracelets) Gold bracelets including masculine link bracelets and chain sets, available in 18k gold with various weights and lengths.
• Gargantilha (Choker Necklaces) Short chain necklaces with laser-cut name personalization, featuring zirconia accents for letter 'i' personalization.
• Joias Personalizadas (Custom Jewelry Service) In-store personalized jewelry service that customizes pieces to individual customer specifications, including names, initials, and gender configurations, using laser cutting technology on gold jewelry.

Quantifiable outcome

• Each piece is unique and handcrafted for the customer, ensuring exclusivity

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Market position

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mgjoiaschapeco
• LinkedInlinkedin.com/company/mg-joias

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MG Joias