Social story-Brazilian billionaire woman

 Brazilian billionaire woman: How did Luisa Trojano become the country's richest businesswoman from a small shop?

                               Luisa has been running her family business since 1991

In the early 1990's, when inflation was skyrocketing in the country, a new currency was being introduced every other day and abandoned the next day, so it was difficult to run a shop in Brazil. Was not a game.

These were the difficult economic conditions that Luisa Trojano, 40, faced when she took over the running of the family business in 1991. Her family owned several shops selling electronics and other household items.

The medium-sized business, called Luiza Magazine, was in the southern Brazilian province of Sao Paulo, but Luiza intended to expand the business across the country. The plan they had for this was very unique.

In those days of inflation, between 1989 and 1994, the government introduced four different currencies and abandoned them. Under these circumstances, opening new stores in every city where you keep all your products could be a very risky business for anyone.

              Magazine Luisa now has more than a thousand stores across Brazil

Magazine Luisa now has more than a thousand stores across Brazil

The solution, Lisa said, was to open small shops where nothing was stocked. When these stores opened, shoppers would sit in front of a computer and choose the product of their choice on the screen instead of picking up the product. After doing this, the buyers would book the order on the computer and the item would be delivered to their home from depots spread across the country.

In a sense, this was the beginning of online shopping, but the good news is that Internet access was not available in Brazil at that time, as it began to be available to ordinary consumers in 1997.

Not only did these small computer-equipped shops allow Luiza Magazine to spread at a lower cost and in less time, but also by labeling everything new in these days of rapidly changing prices and currency changes. The company lost its life. Instead of printing new labels, the company simply had to change the prices of the products in its computer system, which was not a difficult task.

Luisa is now 68 years old and recalls those days: "It was a great revolution. We introduced virtual shopping in those days. That's how we got ready for the Internet before anyone else. "

She says she worked hard to make sure she told her staff in detail how the business would expand, so that the staff would be happy, have a passion for work and provide good service to buyers.

"We did a lot of work within our team, we told them what our goals were and why we needed every staff member. Thus, every member of the staff who was playing an important role in this new movement, we told her openly in this regard.

                            Louisa had been sitting in the store since she was 12 years old        

Within the next three years alone, Luisa magazine had opened a few hundred stores across Brazil, and 58 stores in some major cities.

Today, they have more than a thousand stores across the country and the company has 30,000 employees. The business now has an annual revenue of ڈالر 4.9 billion, 48% of which comes from the company's website.

This highly successful business has made Luiza one of the richest people in Brazil, and according to Forbes Magazine, Luiza's total assets have reached چار 3.4 billion.

The first Louisa Magazine store was opened in 1957 by Luiza's aunt and uncle in her hometown of Franca, 250 miles north of Sao Paulo. The word "magazine" was chosen after the French word "megason", which means shop, and was the name of Luiza's aunt who opened the first shop.

Louisa had been sitting in her uncle and aunt's shop since she was 12 years old. She would come to the shop on her way home from school and shake her hand.

"I was a saleswoman and it used to be a little shop. I loved the experience and it was a success. "

Later, when Louisa started going to university to study law, she still took the time to come to the store. And then after completing his education, she started giving all her time to his family business.

Over the next two decades, she continued to play key roles in the company's growth, and when her aunts and uncles separated from the day-to-day business of 1991, Louisa became the company's chief executive.

Another new thing that Louisa introduced was that in the days of the sale, her shops were open early in the morning. This may not be new in Britain and the United States, but it was unique in Brazil in the 1990s.

"We would open our shops at five in the morning, something we had never seen in Brazil before. Then the rest of the stores started doing the same. '

                                          Luiza is also a popular public speaker

Today, the company is one of the largest businesses in Brazil. Since almost half of its sales are now online, the company has closed its small stores and opened large stores where some products are available while others are delivered to your home. Even after these changes, the company continues to care for the happiness of its staff, and magazine Luiza continues to be at the forefront of companies that people take pride in working for.

"We've been number one since 2006," says Luiza. It's been the happiest thing for me all these years. "

Although Luiza has no plans to retire, she handed over the CEO's job to her son in 2016 and became the company's chairwoman.

When she's not busy with the company, Luiza attends various events and teaches people who want to start a business. She also supports another organization that aims to guide women in business, education and health. The Brazilian Women's Group was formed in 2013 and now has more than 4,000 members.

Professor Fernando Blanco, who is affiliated with a well-known business school in Sao Paulo, says Luiza is not only a "great figure in the business world" but also an "exciting figure". So it's not hard to imagine how he would have instilled the spirit of success in the magazine Luiza's team.

Luiza Trajano has worked hard to increase women's participation in the business world

Recalling Brazil in the 1990s, Luiza says her country will always face crises, but companies must be prepared to deal with any situation.

"A lot of people think I always hope for the best, but the truth is, my mind is always on the problem. Complaining doesn't solve a problem, we have to focus on solving it. "

She says that whatever the economic situation, companies that are successful have two things in common, one is to better serve their customers and the other is to innovate in business.