AWARDS ISPIRAZIONE A TUTTI HONORS LUIZA TRAJANO IN A MORNING OF EMOTION, HERITAGE AND ITALIAN PRIDE IN THE HEART OF SÃO PAULO
On the morning of Thursday, November 12, 2026, history, Italian culture and recognition of entrepreneurship came together in a special ceremony at the Italian Cultural Circle of São Paulo (Círculo Italiano de São Paulo), located in the iconic Edifício Itália, at Avenida São Luís, 50, on the 1st and 2nd floors, in the República district, in the historic center of São Paulo.
The event marked the presentation of the Prêmio Ispirazione a Tutti to businesswoman Luiza Helena Trajano, an honor that goes beyond professional recognition and touches upon much deeper values: ancestry, belonging, courage, generosity and legacy.
The opening ceremony was conducted by José de Lorenzo Messina, President of the Italian Cultural Circle of São Paulo, who moved those in attendance by sharing the story and purpose behind the creation of the award. In his remarks, he highlighted the importance of recognizing individuals whose journeys embody values that transcend generations and make meaningful contributions to society. More than celebrating achievements, the award was created to honor stories that inspire and leave a positive mark on the world.
One of the most moving moments of the morning came during Luiza Trajano’s speech.
With the spontaneity and sensitivity that have characterized her journey, the businesswoman revealed her family connection to her Italian ancestry, recalling the fond memories of her Italian uncle. This personal reference brought an intimate and symbolic dimension to the ceremony: our stories do not begin solely with what we build, but also with the roots we carry within us.
Luiza expressed her happiness and gratitude for receiving this recognition during her lifetime, emphasizing the special meaning of being honored by an institution that represents an important part of her family and cultural heritage.
Her speech conveyed a powerful message: some tributes celebrate success, while others go deeper, recognizing a person's true essence, their origins and the path they have paved for so many others.
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During the event, the honoree received a special gift from the Italian Cultural Circle’s curation team: an exclusive, handcrafted, limited-edition designer handbag created by designer and entrepreneur Helen Granzote. The piece belongs to her Marinetta brand and was presented as a pre-launch release during Italian Week.
On this morning, the Edifício Itália was more than just the setting for a formal ceremony. It became a bridge between two countries, two cultures and many generations. On one side, Italian tradition, preserving the memories of its ancestors; on the other, a Brazilian woman whose entrepreneurial and social journey has helped transform the country's retail industry and inspire thousands of people.
It was a morning of remembrance, emotion and gratitude. A celebration of a woman, an entrepreneur, her Italian roots and the legacy of someone who believes that the development of society is also built through opportunities, humanity and collective commitment.
The event was attended by business leaders, journalists, consular representatives and members of São Paulo’s Italian community, including Arthur de Souza Neto, Vice President of the International Chamber of Brazil and Equatorial Guinea.
Prêmio Ispirazione a Tutti: a tribute to the roots, values and individuals who make their own life stories an inspiration to the world.
Photo: Press Office
Source: Costa Consulting Co
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HELEN GRANZOTE: FROM INNOVATION IN FURNITURE DESIGN TO THE CREATION OF MARINETTA — A NEW EXPRESSION OF LUXURY, ART AND IDENTITY IN THE WORLD OF HANDBAGS
Born in Santo André, in the Greater São Paulo metropolitan area, Helen Granzote grew up in a playful world surrounded by creativity, stories and discoveries. The great-granddaughter of Italian immigrants, she spent her childhood immersed in the traditions of an immigrant family, listening to conversations in Italian and playing with her three siblings, including one who was particularly mischievous and full of energy.
Her grandmother’s backyard was an enchanting setting, filled with trees, flowers, a veranda decorated with hand-painted tiles and imaginative games created to entertain the children. It was in this warm and imaginative environment that her passion for drawing and the possibilities of creation first emerged.
Her Italian great-grandmother taught her how to sew, awakening an early interest in craftsmanship and handmade creations. Later, when her mother entered the garment manufacturing business, Helen began spending time around sewing machines, patterns, fabrics and production processes, naturally developing an intuitive understanding of shapes, textures and materials.
Although fascinated by the world of fashion, she followed her mother's advice, as her mother recognized her natural talent for architecture.
Between 2003 and 2004, Helen worked with the Campana Brothers, an experience that broadened her perspective on authentic, experimental and signature Brazilian design. In 2006, she began her career in interior architecture, and in 2012, she founded her own studio, establishing a distinctive creative language characterized by artistic sensitivity, identity and appreciation for handcrafted work.
In 2023, she launched her first signature design piece, expanding her work into the creation of original furniture and design objects.
In 2026, as she celebrates two decades of professional activity in architecture, architect and designer Helen Granzote established her studio in the iconic Edifício Itália, in downtown São Paulo. It is a space where architecture, furniture, surfaces and every detail reflect her creative signature.
In a meaningful reconnection with her own roots, November 2026 also marks the birth of Marinetta – Borse d’Autore, her brand of handcrafted, signature handbags, created in tribute to her Italian great-grandmother, who taught her the first stitches of sewing.
The choice of both the timing and the location for the launch was no coincidence. Marinetta was officially introduced during Italian Week at the Italian Cultural Circle of São Paulo (Círculo Italiano de São Paulo), an annual event celebrating Italian immigration to Brazil and preserving the memory, culture and traditions of this community.
For Helen, presenting the brand during this celebration was a symbolic way of honoring her origins and connecting past and present. After all, Marinetta embodies Italian heritage, family affection, artisanal tradition and the courage of women who crossed oceans and generations, leaving behind stories, knowledge and traditions as their legacy.
It is a journey in which architecture, design, fashion, cherished memories and ancestry intertwine, revealing a creator who transforms stories into forms and emotions into unique pieces.
Photo: Personal Collection
Source: Press Office
Editorial: Sula Costa – MTB 0003600/GO
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