Meet Juliene Santos, Founder of nena

Some relationships start as a quick conversation in a crowded room and evolve into something far more meaningful. I met Juliene Santos years ago at a networking event, and what began as a simple introduction turned into a genuine friendship and eventually, a creative partnership.

As the founder of nena, a Brazilian lifestyle brand rooted in culture, warmth, and effortless joy, Juliene has made it her mission to bring the essence of Brazil to the U.S. market. Through her vision, nena isn’t just a brand. It’s a lifestyle takeover, inviting people to experience Brazilian energy, aesthetics, and soul in everyday life. Watching Juliene build, evolve, and consistently lead with intention is exactly why she’s a DCG Muse.

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DCG: What was the spark that led you to create nena, and how has your personal journey shaped the brand’s identity?

JS: The spark for nena came from my own life — constantly traveling, balancing work and fun, yet always facing the same stress: what to pack. I wanted one piece that could transform with me — from day to night, beach to boardroom. As a Brazilian living in the U.S., I poured my personal journey into the brand. nena is the soul of Brazil carried into a modern, versatile garment that gives women freedom and confidence to be ready for anything.

DCG: nena is rooted in both artistry and culture. How do you keep your vision clear and authentic while building a brand in today’s fast-paced fashion landscape?

JS: Fashion today moves fast, but I’ve stayed grounded by keeping nena’s core clear: versatility, artistry, and social impact. Every piece is made in Brazil, by skilled seamstresses who also produce for luxury brands, and from every purchase a percentage is donated to organizations dedicated to ending hunger. For me, authenticity is knowing why I started: to make women’s lives easier and more joyful, while giving back to the communities that helped to shape me.

DCG: Who or what has been a “muse” for you throughout your journey someone, something, or even a philosophy that consistently inspires your creativity?

JS: nena is named after my mom, so she is my biggest muse :). But overall my inspiration has always been the Brazilian woman — strong, sweet, colorful, and connected. She’s at once modern and rooted in tradition, always finding joy and community even in challenges. I also draw inspiration from the philosophy of “alegria” — joy as a way of life. That’s the energy I want women to feel when they put on a nena.

DCG: Your work celebrates heritage and identity. How do you balance honoring tradition with creating something that feels new, relevant, and fashion-forward?

JS: Brazil is woven into nena’s DNA — the colors, the fabrics, the rhythm of life. But I balance that with a forward-looking lens, creating collections inspired by destinations like Miami and New York, upcoming Tulum, and Greece. Teaching the world you can get many options and usability out of one garment. Each piece honors tradition while reimagining it for today’s global woman: someone who values culture, sustainability, and style that travels well. 

DCG: What does your creative process look like? Do you follow rituals, seek out inspiration in unexpected places, or let ideas come naturally?

JS: My creative process is immersive. I travel, I observe women in airports, cafés, weddings, beaches. I ask: “How can one piece transform her experience?” Sometimes inspiration comes from Brazilian music, sometimes from architecture in Italy or the light in New York. I keep my process playful, grounded in storytelling, and always rooted in making life simpler and packing easy.

DCG: Entrepreneurship and creativity both come with challenges. Can you share a defining obstacle you’ve faced and how it shaped you as a founder?

JS: Building nena has meant navigating a pandemic, shutting down sales for months, and restarting with resilience. One defining challenge was relaunching after losing momentum — but that taught me patience and reinforced my belief in the brand’s potential. It reminded me that entrepreneurship isn’t linear. Every pause was a chance to refine the vision.

DCG: What is the bigger story you hope nena tells about culture, identity, or the role fashion can play in shaping community?

JS: nena is about more than clothes. It’s a story of heritage, identity, sustainability and community. Fashion can be a tool for empowerment — helping women feel confident, free, and connected while helping others. Through our donation program, it’s also a way to fight hunger and create global solidarity. My hope is that nena tells a bigger story: that what you wear can change not just how you feel, but how you impact the world.

DCG: How has building nena transformed you not just as a business owner, but as a person?

JS: As a founder, I’ve grown into resilience, courage, and self-belief. As a person, building nena has reconnected me to my roots while pushing me to dream bigger. It’s made me braver — leaving corporate life, betting on creativity, and shaping a business that reflects who I truly am.

DCG: What would you tell someone who has an idea burning inside them but hasn’t yet taken the leap to pursue it?

JS: Start before you feel ready. Clarity comes from action. If you have an idea burning inside you, honor it. Take the leap, test it, and allow yourself to learn through the process. Don’t wait for perfection — your vision will evolve, but it can’t grow if you don’t start.

DCG: When you imagine nena five years from now, what do you hope it has grown into not just in terms of the business, but in impact?

JS: Five years from now, I see nena as a global lifestyle brand that continues to innovate around versatility and culture. I see it in women’s suitcases all over the world — from São Paulo to Paris to New York. But more than sales, I hope nena becomes a symbol: of women being ready for anything, of fashion with impact, and of Brazilian creativity celebrated on a global stage.

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