Elister

What Elister does

Elister (legal entity WINGMAN JOIAS E PRESENTES LTDA, CNPJ 39.124.227/0001-84) is a Brazilian omnichannel specialty retailer founded in 1970 and headquartered in Copacabana, Rio de Janeiro. The company sells watches, sunglasses and prescription eyewear, and jewelry (earrings, rings, bracelets, necklaces, and pendants) to individual consumers, operating 10 physical retail showrooms distributed across Rio de Janeiro (Tijuca, Centro, Botafogo, Copacabana, Barra da Tijuca) and Niterói (Centro, Icaraí), alongside a Tray-powered e-commerce storefront at elister.com.br that ships nationwide via Correios. Its assortment is anchored by 45+ authorized brands spanning luxury (Prada, Versace, Dolce & Gabbana, Miu Miu, Armani, Coach), premium (Ray-Ban, Oakley, Persol, Tommy Hilfiger, Ralph Lauren, Citizen, Orient, Fossil), and accessible tiers (Casio, G-Shock, Technos, Seculus, Lince), and includes a proprietary Elister Joias sub-brand, plus smartwatches, children's products, bags, and headphones as adjacent categories. Revenue is generated through one-time transactional sales at fixed retail prices (typically R$137–R$1,167), with up to 10x interest-free installment plans, free shipping above R$399, a 10% first-purchase coupon, and a points-based Cashback Elister loyalty program (1 point per R$20 spent, redeemable at R$1 per point). The technology stack is intentionally lean: Tray e-commerce platform, Mercado Pago plus PIX and Boleto Bancário payments, WhatsApp Business for sales consultation, and Google Analytics / Google Tag Manager for web analytics; in-house watchmaker repair services are offered across physical locations, and the company is fully LGPD-compliant with a dedicated Privacy Committee. The go-to-market combines physical retail (in-mall showrooms including Shopping RioSul, Barra Shopping, Icaraí Shopping, Plaza Shopping, and Galeria Menescal), direct e-commerce, same-day SEDEX HOJE delivery for Rio orders, WhatsApp-assisted sales, Instagram marketing (@elisterjoias), and an email newsletter—targeting Brazilian consumers seeking authentic, warranty-backed personal accessories with installation-free installment payment options.

Name

Elister

Legal name

WINGMAN JOIAS E PRESENTES LTDA

Website

https://elister.com.br

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

Elister is a Brazilian omnichannel specialty retailer (founded 1970, Rio de Janeiro) selling watches, eyewear, and jewelry across 10 physical stores in Rio/Niterói and a nationwide e-commerce site, serving individual consumers with installment payments and authorized-brand assortment.

Ownership category

akta.pro rank

Product category

Specialty Retail (Jewelry, Watches, and Eyewear)

NAICS

Jewelry Retailers (458310), Optical Goods Retailers (45613), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Jewelry Stores (5944), Ophthalmic Goods (3851), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury Department/Flagship & Multi-brand Boutiques (Jewelry/Watches) (CRAKAGAF)

akta.pro secondary industries

Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL), Sunglasses & Luxury Eyewear (CRAKAEAE), Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

Keywords

• Retail jewelry sales
• Watch retail stores
• Eyewear retail
• Fashion accessories retail
• Omnichannel retail

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: One-time transaction-based sales of watches, glasses, jewelry, and accessories. Products are sold at fixed prices with installment options up to 10x without interest. Revenue generated through direct consumer purchases via e-commerce and physical stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Elister is a Brazilian omnichannel retailer that sells watches, eyewear (sunglasses and prescription glasses), and jewelry through its own e-commerce website and 10 physical retail stores in Rio de Janeiro and Niterói. The company carries 45+ international and domestic brands, including luxury labels (Armani, Prada, Versace, Dolce & Gabbana), premium brands (Ray-Ban, Oakley, Persol, Fossil), and accessible brands (Casio, G-Shock, Technos, Seculus), complemented by the proprietary Elister Joias line. Beyond retail, Elister offers in-store watch repair services by trained watchmakers, a cashback loyalty program, and same-day delivery for Rio de Janeiro orders.

Product overview

Elister is a Brazilian omnichannel retailer specializing in watches, eyewear, and jewelry, operating both e-commerce and physical store locations in Rio de Janeiro and Niterói. The product portfolio centers on four core categories: men's and women's watches (featuring brands like Casio, G-Shock, Technos, Seculus, Lince, Armani Exchange, Tommy Hilfiger, Versace), eyewear including sunglasses and prescription glasses (Ray-Ban, Persol, Prada, Vogue, Oakley, Carrera, Polaroid), and jewelry (earrings, rings, bracelets, necklaces, pendants) which includes the proprietary Elister Joias sub-brand. Supporting product lines include smartwatches with connected features, accessories (bags, wall clocks, calculators, pens), children's products, and headphones. Beyond retail, Elister offers complementary services including in-store watch repair by trained watchmakers, a cashback loyalty program (earning 1 point per R$20 spent, redeemable at R$1 per point), and same-day SEDEX delivery in Rio de Janeiro for orders confirmed before 2 PM.

Differentiator

Problem solved

Functional benefit

Products and services

• Relógios Masculinos (Men's Watches)

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Fast Shop: Brazilian omnichannel retailer spanning electronics, watches, and accessories. Overlaps with Elister's smartwatch and watch categories at the national level and competes for the same Brazilian consumer electronics-adjacent accessory spend.
• Relojoaria Brasil (Grupo Technos): Brazil's largest domestic watchmaker and brand owner (Technos, Mormaii, Condor). Elister is a downstream authorized retailer of these brands, but as a manufacturer-and-owner, Grupo Technos controls supply, pricing, and merchandising that ultimately affects Elister's watch economics.

Others

• Mercado Livre (MercadoLibre): Latin America's largest e-commerce marketplace. Many of the same brands Elister sells (Casio, Ray-Ban, Technos) are listed by third-party sellers on Mercado Livre, often at lower prices. Functions as a structural price-anchoring competitor for Elister's e-commerce channel.

Direct peers

• Monte Carlo Joias: National Brazilian jewelry chain (jewelry stores) with multi-brand assortment and own-brand lines. Closely comparable to Elister Joias in assortment breadth and authorized-retailer model.
• H.Stern: Iconic Brazilian jewelry maison with proprietary designs and global brand recognition. Overlaps with Elister's jewelry assortment at the higher end and competes for the same gifting/personal-adornment occasions among Brazilian consumers.
• Vivara: Largest Brazilian jewelry retailer with national omnichannel footprint (200+ stores + e-commerce). Directly competes with Elister Joias across fine and fashion jewelry, plus overlapping watch and accessory offerings. Comparable multi-brand authorized-retailer model.
• Óticas Carol: One of Brazil's largest optical retailers with 1,000+ stores. Overlaps with Elister's prescription eyewear offering and competes for the same Rio-area optical customer with broader scale.
• Chilli Beans: Brazil's largest sunglasses and eyewear chain, operating 900+ stores nationwide. Directly competes with Elister's Óculos category (Ray-Ban, Oakley, Persol) and offers a comparable multi-brand authorized-retailer experience with broader geographic reach.
• Pandora Brazil: Global jewelry brand operated through Brazilian retail partners and own stores. Competes with Elister's mid-market jewelry assortment, particularly in bracelets, charms, and gifting.
• Swarovski Brazil: Global crystal jewelry and accessories brand with Brazilian retail presence. Competes at the upper-mid price tier of Elister's jewelry assortment and shares the gifting-driven customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/elisterjoias
• Facebookfacebook.com/elisterjoias

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Elister