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Encouraging sustainability and diversity in the fashion world, through clothing items that do not have a defined gender and that adopt a more sustainable production process. This is the proposal of Viva Celina, a fashion brand created by Paraíba-born entrepreneur Maria Celina Pessoa, who was recently awarded by the Sebrae Mapping of the Creative Economy of the Northeast. 

Conducted by Sebrae in partnership with Impacta Nordeste, and with search and selection by Pipe.Social, the mapping aimed to better understand the creative economy ecosystem in the Northeast region, seeking to identify its challenges and opportunities, to contribute to the development of the sector. In total, more than 500 businesses were mapped, divided into four categories. Viva Celina, which has been operating in the market for two years, was the winner in the consumption category. 

For Maria Celina, the achievement is synonymous with recognition. “For us, (it) represents recognition of the work we do with so much love and dedication. Furthermore, the vote was public, which shows that the creative economy consumer is engaged and that our audience believes in the brand’s work,” she said. 

Maria Celina has been assisted by Sebrae Paraíba since the beginning of the business and has already provided technical consultancy and also participated in the group of entrepreneurs in the clothing segment created by the institution. Participating in the International Creative Economy Fair, also held by Sebrae, the entrepreneur highlighted the plans for the future of the brand. 

“We have just had a very difficult year for everyone, especially for the apparel industry. So, 2020 was a year of reevaluating the work we had been doing, and we started 2021 full of sustainable projects and practices to put into action. Our next step is to implement reverse logistics for our pieces, in which the customer can bring us a Viva Celina product that they no longer use and we will give it a destination, which can become a new piece or go to a second line of ours. In exchange, the customer receives a discount voucher to use on their next purchase,” he explained. 

Still talking about the creative economy, Maria Celina also highlighted its importance for the Northeast region. “The creative economy has everything to do with the Northeast. We are a genuinely creative people and the more we invest in and value the creative economy, the more opportunities for growth and visibility we will have. It is a market that is expanding and, if well managed, will generate more and more jobs and income for the Northeast”, she highlighted. 

Also speaking on the subject, Regina Amorim, manager of tourism and creative economy at Sebrae Paraíba, highlighted that this concept has become a powerful transformative force in today's world. “It is one of the fastest growing economies in the world in terms of income generation, job creation and export earnings. The creative economy also contributes significantly to social inclusion, sustainability, innovation and cultural diversity. Thinking of it as a creative economy means internalizing the concept of abundance, since its pillars, which are creativity, technology, knowledge and culture, are intangible, add economic value, are not exhausted and multiply with use”, she added.

SOURCE: Total Paraiba

https://www.paraibatotal.com.br/noticias/2021/01/20/76383-empreendedora-paraibana-faz-sucesso-com-marca-de-roupas-sustentaveis-e-sem-genero