Conversation with Preta Fina

Juliana Cidali de Oliveira, better known as PRETA FINA, is an entrepreneur from Curitiba, who, much more than profit, sees people, and how she can help the environment in which she lives. Be it through your bijus, beautifying and empowering, be it giving ear and inspiration, or giving space and help for others to undertake as well. Empathy is the keyword to describe this woman! And this is much more than a value she tries to employ in her life, it's a natural thing that shapes the way she looks at the world. And as for us at HUDSA — HUMAN DEVELOPMENT SUPPORT ASSOCIATION, knowing and recognizing people who are agents of change is very important, we invited her to talk about this journey that has impacted so many lives.

HUDSA - From the beginning, did you plan that your career had this focus on social entrepreneurship?

Preta Fina - I've always had this thing of helping people, in the beginning it was only aimed at family income, but over time I saw that I could contribute to the work of other people as well, taking their work to events and promoting it on my page.

HUDSA - How has the evolution in female entrepreneurship affected you since you started your career, until now?

Preta Fina - It bothers me a lot that people don't see the other as a co-worker, but as a competitor, people have difficulty helping those who work in the same segment as them.

HUDSA - What motivated you to start knowing the difficulty in opening your own business?

Preta Fina - I had no choice, no incentive. I started to undertake through a family fatality, I was pulled out of my training profession and costume jewelry was an escape, so as not to give up and not resort to medicine.

HUDSA - How important is the incentive?

Preta Fina - Willingness to give up, always give. But knowing that there are people who are serious about their work is what motivates them to continue even on the toughest days.

HUDSA - What has changed the most in your life since you decided to follow your dream?

Preta Fina - Recognition of people, respect, encouragement and opportunities. It would be hypocrisy for me to say that everything is flowers, I go through difficulties, struggles, challenges, but I keep getting stronger every day.

HUDSA - For those women who are looking for a way to increase or strengthen their monthly budget in this difficult time we are facing. What advice do you give this new entrepreneur?

Preta Fina - Don't give up, the first time something goes wrong, a door closes, or you go to an event and don't sell, you need to be persistent.

HUDSA - In a live you talk about your mother with a lot of affection, but dealing with a tense topic, racism! How did she bring this topic up with you?

Preta Fina - She spoke objectively, that it was going to hurt, and that it would be difficult, but it would only be up to me, to live as a victim of it or to stand out in situations where this happened.

HUDSA - How did you deal with prejudice along your journey?

Preta Fina - Dribbling all the time, sometimes turning a blind eye, sometimes putting the person in their proper place, but always politely, without shouting or scandal. Sometimes I just despise it, I learned that there is nothing better than that in some circumstances.

HUDSA - The subject of education, you mention that you were an educator and that in the family you were always guided to have education, the “Respect for the other”. What do you think of the present day? What is the Preta Fina's perspective on education at school and at home?

Preta Fina - My motto is this Respect even those who don't deserve it. You are not to blame for the other person's lack of respect and politeness. I see that Education at school does not exist these days, neither from the faculty to the students, nor vice versa. I don't see commitment on both sides for the teaching to be of better quality. Of course I can't generalize, but most of the schools I visit I notice that from most people. Many people are there just for the salary, and students because they are forced to go to school, unfortunately.

HUDSA - Seeing your biography, there is a difficult moment where part of your family is taken away from you. Many people would give up everything. What was your impulse not to lose heart in the face of something so difficult?

Preta Fina - My father survived, he depended totally and completely on me and my husband, I didn't give up just for that.

HUDSA - Everyone wants to know, what is it like to be an entrepreneur, mother, wife in today's Brazil?

Preta Fina - It's waking up unemployed every day, counting the coins many times, it's having people's respect (for payments, picking up orders on the correct dates). It's making a difference in the midst of so many equal jobs, it's living on a dream, living by faith (regardless of what your beliefs are). It's dressing up with a smile and NEVER giving up.

We thank Juliana for her time and willingness to answer our questions.