After moving to the United States from her native Brazil in 2014 and completing an MBA at Columbia Business School, Tainara Cruvinel said her goal was to switch careers from finance to her original passion – fashion.
By the time she graduated in 2018, she and her husband had settled in Connecticut, with a 1-year-old in tow and another baby on the way. And it was then, “after nearly 30 years of living in heels” – shoes being her first love – that “the honeymoon was over” and motherhood informed her new approach to fashion.
Tired of choosing between comfort and style, Cruvinel founded Singular by Tainara Cruvinel (https://be-singular.com), an online brand showcasing shoes and accessories from Brazil that combined both.
“I needed shoes that were beautiful, functional and fitted seamlessly into my everyday life.”
Getting started, she told the Westfair Business Journal, was definitely the hardest part. “Once I found my flow, things started to come together. I began with a business plan and made it a point to reach out to local brands I admired, to learn about their journeys. “
She also received help and guidance along the way, “from business counseling to the support of my angel investor, my husband, and the kindness of everyone who shared their time and knowledge with me,” for which she is grateful. “That said, the day-to-day hustle – negotiating, planning, selling and even hauling heavy boxes in and out of shows – is all me. It’s been intense, but it’s also been incredibly rewarding.”
Working initally with Brazilian designer Luiza Perea, Cruvinel said that shoes were “just the beginning” as she searched for “incredible” designers crafting unique, high-quality fashion.
The result is a curated first collection, in which every piece “sparked happiness” in a highly-personalized shopping experience infused with Brazilian hospitality.
While the “singular” style and quality of the merchandise – including handbags and jewelry – speaks for itself, Cruvinel said, she is also heavily invested in offering products which she describes as “authorial” and “authentic,” terms she uses liberally on her website. Playing devil’s advocate, we asked whether these were simply buzzwords or whether they held real significance.
“They are absolutely not buzzwords,” Cruvinel told us. “When I say ‘authorial’ and ‘authentic,’ I mean it in the truest sense. I only work with brands where (designers) envision, design and develop each piece themselves. Nothing is mass-produced or outsourced.” She further explained that every item is handcrafted by highly skilled artisans with dedication and care.
Customers can choose to shop the Singular collection online, make an appointment to meet with Cruvinel or attend one of her pop-ups to see and feel the pieces for themselves – something she highly encourages. While she keeps some stock in Connecticut, the difference from a traditional business, she said, is that with most items she has just one of each — “they’re truly one-of-a-kind.” Depending on where the item is going, delivery usually takes between two and seven days.
In terms of profitability, Cruvinel said her business model was based on healthy contribution margins for each item, combined with carefully managed costs and strategic consideration of exchange rates. “It’s a lean, intentional approach that allows me to keep the business sustainable while staying true to the brand’s values,” she said.
She added that her biggest challenge right now was building a more consistent demand flow. With that, Cruvinel said, she would be able to scale. “Offer a broader product assortment, plan further ahead, and set the foundation for long-term growth: That’s where I’m headed, and I’m excited for the next steps.”
When we solicited Cruvinel’s take on the idea that famous shoe designers – Christian Louboutin, Manolo Blahnik, Jimmy Choo, came immediately to mind – tended to be men, she was right back at us.
“Famous designers, of anything, really – tend to be men, and that’s no coincidence. Our society is biased in ways that give men more access to capital, exposure and opportunities to rise to fame.”
She also mentioned – diplomatically – that many “famous” designers’ shoes were fashioned for the male gaze, rather than women’s comfort.
Last words? “It’s a lot easier to shatter glass ceilings and climb the ladder of gender bias when your feet don’t hurt.”
