The largest jewelry company in Brazil will open its first store in August on Av. Santa Fe
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The arrival of Brazilian capital in Argentina adds a new chapter with Morana, the largest jewelry chain in Brazil, which will land in Buenos Aires with a plan to open 40 stores in the country, amidst a wave of investments from the neighboring country that has already included the entry of BTG Pactual into the energy market and the US$60 million tourism project of La Dorada Resort in Corrientes.
The Brazilian company, which has 340 stores in its home market and leads the jewelry sector in Brazil, will open its first point of sale in August on Avenida Santa Fe, one of the most relevant commercial areas in the City of Buenos Aires. This will be the first step of a regional expansion that aims to gauge the brand's reception in the Argentine market before moving forward with new openings.
Morana, leader in bijou in Brazil
The entry will be realized through an agreement with Blue Star Group, the Argentine company owned by the Castelli family, which owns Todomoda and Isadora, two brands with a strong presence in the country and the region. Both companies sealed a joint venture on equal terms, through which each will help the other grow in the markets where they already have greater operational knowledge.
The first move of this alliance began in Brazil, where Todomoda already has 28 stores and aims to reach 50. Now, it will be Morana's turn in Argentina, with two initial openings in Buenos Aires: one on the street and another that could be located in a shopping mall. If these pilot branches show good results, the company would move towards a franchise model during the second half of 2027.
The strategy aims to complement, rather than overlap, the brands of the group. Todomoda is primarily aimed at a teenage audience, while Isadora and Morana target young women, although with different proposals. Morana focuses on classic jewelry, with gold and rhodium plating, closer to the concept of accessible jewelry, while Isadora maintains a profile more linked to fast fashion and accessories.
BTG Pactual also joined the wave of investments
The arrival of the Brazilian chain adds to a series of favorable signals for the business climate in Argentina. In recent days, BTG Pactual, the largest investment bank in Latin America, was authorized to operate as a marketer of natural gas and electricity in the Argentine energy market. Meanwhile, the Brazilian group La Dorada Resort confirmed a private investment of US$60 million to build a tourism and real estate complex in Corrientes.
Morana does not arrive as part of a broader trend of Brazilian companies seeking to position themselves in sectors with growth potential. For Argentina, each new entry implies more competition, more private activity, and more genuine employment.
