Our enterprise
It emerged as a consequence of a series of factors that converged to form what Hoiko is today. On the one hand, and as a seed, it was the need to do what we love first and foremost, prioritizing the success of a typical professional career or even economic success. We found it more important to be content and happy with our daily activities, and consequently, to earn money, than to prioritize differently.
Second, we started our project at the same time as we started raising our family, so we needed to be able to balance both projects in our daily lives. This meant we had to work from home and minimize travel. Finally, once we were already experiencing the jewelry world from the inside, we discovered that there was a huge gap between "one-of-a-kind" jewelry, with beautiful but very expensive pieces, and jewelry for the mass market, where pieces lack soul and are made in large batches.
At this point, we decided to create our concept so that they would be unique pieces, but still offer access to them to everyone. Leveraging the knowledge acquired throughout our lives regarding metalworking, product creation, and entrepreneurship, we arrived at what Hoiko is today.
The name HOIKO comes from the union of two words, "Hoi" and "ko," from an Amazonian aboriginal language. The Pirahá language, originating from the tribe of the same name, was considered the "language of happiness," since when the tribe was discovered, the small society lived happily and in harmony with nature. Completely outside the mainstream for over 10,000 years, the language had evolved to the point where it had no words to refer to the past or the future. And the reason was that they lived "in the present" for thousands of years.
Once we fell in love with the tribe's history, we looked in a dictionary and found these two words that form our brand, meaning "to become beautiful." And that's how we want our customers to feel motivated, inspired, and happy to live in the present. Every day we work and strive to convey in each piece a little piece of our dream, our happiness, and the pleasure of doing what we do.
Hoiko Concept
Our collections are designed and developed in-house under the creative direction of Nadia Vieira. We have timeless jewelry collections inspired by nature, ancestral tribes, great artists, or our way of seeing the world. This creates a form of art and an expression of unique style.
Designing and creating is pure and intense emotion. It's feeling. We should always appreciate the good quality and craftsmanship of a piece. All pieces made with integrity automatically gain longevity and become indispensable, full of emotion. It's important to understand the whole, the process behind an article, to learn to discover the extraordinary in everything that, to our eyes, seems ordinary.
The way we complement our self-image is an extension of ourselves, a reflection of who we are and how we see the world. Just as each sign is an unlimited source of inspiration,
The use of traditional techniques, raw materials and local labor are part of our premises and this is the only way it makes sense for us to work.
Our audience…
Our collections are designed and created for confident, sophisticated people with a highly personal style who prioritize quality and originality over casual wear. They prefer unique, limited-edition pieces to mass production.