Our Story · Juliana Calori
She drew a bag.
The dream went beyond
what could fit on the paper.
A {E}PORTARE was born in Belo Horizonte and took its creations to the runways of London and to recognition in Paris. Discover the decisions, the encounters, and the care for design that built this path.
01 · The Beginning
An award, an invitation, and the decision to create your own brand.
In 2009, at the age of 23, Juliana Calori was completing her studies in Fashion Design when she designed her first bag. That creation won an award in a competition organized by the Estado de Minas newspaper. The recognition also brought an invitation to work at Luiza Barcelos.
The company's owner recognized in that design the bag her customers had been asking for and that was still missing from the collection. That was when Juliana realized how much she loved making bags. Instead of accepting the invitation, she decided to start her own brand.
A “E”PORTARE was born in the backyard of her parents' home in Belo Horizonte. Production began with a single designer leading the creative process. Finding labor was one of the first challenges: the design needed to get off the paper and become the piece she had imagined. Before the runways and international recognition, there was this beginning—a designer, a creation, and the decision to pursue her own dream.
02 · Construction
More than a hundred women asked for a bag. Wish was born.
Growth came gradually. In 2015, Instagram began introducing the bags to customers outside Belo Horizonte. The brand gained traction in other states organically, and new opportunities emerged along the way.
Closeness with customers is part of the brand's identity. Wish's story is a prime example: it was born from a petition signed by more than a hundred members of the VIP group, asking for that design. Even the name came from a customer. Wish, a wish—a piece that began as a shared desire.
This relationship is also evident in the way customers keep their first bags. Some say they want to keep them forever because they are pieces from the brand's early days. A bag can accompany a daily routine; it can also hold the memory of a phase in life.
03 · The Encounter with the World
Chelsea hit the runway. The design took on the world.
A {E}PORTARE was invited to present its creations during different seasons of London Fashion Week. It was for one of these shows that the Chelsea was born—the bag Juliana carried over her shoulder as she walked onto the runway to close her own presentation.
Shortly before, backstage, a journalist met her and asked for an interview. The next day, the image of the founder with the Chelsea was circulating in European newspapers, blogs, and websites. The design that had begun on paper was gaining a public story, inseparable from that moment.
The presentation brought together models from different backgrounds and body types, including wheelchair users, amputees, and blind models. The experience reinforced her focus on the gestures of those who use a bag: the hand that opens the clasp, the strap that finds the shoulder, the movement throughout the day. Beauty and use began to become part of the same conversation.
04 · New Paths
Recognition arrived in Paris. Creation continues in Belo Horizonte.
The journey also included a presentation in Doha, Qatar, and the brand's presence in a luxury rental store in Berlin. In Paris, there was an award at the Best of Brazil in Europe event, held at the Eiffel Tower.
These are stages of a path that began in the basement of her parents' house. Presenting this story outside Brazil was also an opportunity to share the intention that accompanies each creation. The founder's quote summarizes this perspective: “It's not just about bags. It's about self-esteem, happiness, and well-being.”
International recognition is part of the history of {E}PORTARE, but it does not replace its origins. The creation remains linked to original design, production in Minas Gerais, and the women who choose to carry one of its pieces.
05 · Creation
Beauty catches the eye. The details make you want to wear it.
Every model begins with an intention. The Chelsea has two straps to accompany different moments. The Metropolitan was born from the desire to create a backpack that maintained the elegance of the look and left hands free. The Madrid brought to the collection the inner light researched by the brand over the years, present in the variants indicated on the product sheet.
In the Varese, the name also carries a personal connection: the city in northern Italy is part of the founder's family roots. The piece was designed to translate a clean design and a discreet presence. Form, function, and memory meet in these choices.
That is why the stories of the bags appear alongside the images and specifications. Seeing a piece from the outside is just the beginning. Knowing its details, its way of being used, and the reason for its existence helps you decide if it makes sense in your life. Materials and finishes are described on the sheet of each model and each color.
“It's not just about handbags.Discover the bags ↗
It's about self-esteem,
happiness and well-being.”Juliana Calori