Photos Disclosure Afago
Afago was born during the last Christmas of the pandemic when Nathália Duarte, known as Na, decided to gift her family with a gesture of love. From this deeply meaningful intention came the idea to create handcrafted candles designed to provide moments of serenity and warmth. The concept of familial warmth evolved into the motto “From my family to yours,” which began as a personal sentiment and is now shared in countless homes.
The transformation of a Christmas gift into a successful business reflects the founder's creative vision and deep commitment to meaningful connections. The name "Afago," symbolizing a gesture of love, captures the essence of the brand, which prioritizes care and comfort. To this day, each piece is handmade, preserving the personal touch as a cornerstone of its mission.
Sustainability is an essential pillar of Afago’s values. Innovative products like the Réchaud, the first wax warmer bar in Brazil, exemplify the brand’s commitment to environmental responsibility. With refill options made from coconut and apricot wax and reusable bases, Afago reduces waste and promotes eco-conscious choices. Despite the challenges of scaling a sustainable model, the brand remains steadfast in its mission to offer products that are both healthy and environmentally friendly.
Afago’s dedication to inclusion and empowerment extends beyond its products. The brand actively supports the professional development of women, creating pathways for their entry into the workforce. These initiatives align deeply with Afago’s values and reflect its founder’s belief in fostering a community built on respect and opportunity. By uplifting women’s voices and contributions, Afago transforms its practices into a broader movement for social impact.
From the beginning, Afago has emphasized a humanized approach to customer care, aiming to create a familial bond with every interaction. This philosophy spans from the online shopping experience to the moment an Afago candle lights up a home. The brand’s products go beyond decoration—they are instruments of connection, bringing people together in shared moments of tranquility and warmth.
With plans for international expansion, Afago is preparing to share its gesture of love with the world. The next steps involve adapting to the needs of different cultures without losing its essence. Through careful observation and collaborations, Afago seeks to blend its values with global perspectives, fostering a meaningful exchange of ideas and opportunities.
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Exclusive Interview with the Brand
1. How did you transform a Christmas gift for your family into a brand that now inspires and lights up so many homes?
From the moment I recognized the creative potential in developing the gift, I realized I had the makings of a successful business. We had love and so much to share with the world. With a clear understanding of the purpose behind this intention, we naturally aligned our values and mission, beginning to shape what Afago would become in practice.
We focused on providing humanized service, valuing the national market by always offering exclusive products, and making the “Afago moment” indispensable.
2. The slogan “From my family to yours” reflects Afago's essence. How does this concept influence the creation of your candles and the experience you offer to customers?
We aim to create a familial experience from the very beginning, starting with humanized customer service that welcomes, assists, and provides solutions.
We design and launch pieces capable of lighting up spaces and bringing loved ones together around a special gesture. From the moment customers choose their candle on the website, they feel a sense of belonging and purpose in crafting that special moment. When Afago arrives in someone’s home, it’s more than a product—it’s a sentiment.
Gifting Afago is truly about gifting love and care.
3. Sustainability is one of the brand's pillars, as seen in the Bar-Form Réchaud and refill options. What have been the biggest challenges in implementing these sustainable practices?
A brand that positions itself against sustainability positions itself against the well-being and health of the world. That’s how we feel, and we know our customers share this view. That’s why, from the very beginning, we implemented strategies to grow while delivering clean, healthy, and sustainable products.
The greatest challenge is remaining conscious and scaling without giving in to shortcuts. A company inevitably creates impact, and it’s crucial for every collaborator to understand this responsibility at every stage of the process.
4. Afago also stands out for its projects supporting the inclusion of women in the workforce. How do these initiatives align with the brand’s values and goals?
Afago was created by me, a woman, and my stance is imbued with the strength of the women in my ancestry.
As a brand, I represent this by valuing, listening to, protecting, supporting, and creating opportunities for other women. This work goes beyond business value, it expands into a social consciousness that impacts the world.
It requires dialogue and action to ensure that this community receives what is rightfully theirs. Valuing women isn’t “charity”, it’s giving them what they’ve earned and deserve.
5. With international expansion on the horizon, what are Afago’s next steps to bring this gesture of love to other countries?
We study global trends and prioritize understanding human behavior within the context of each country.
Our next steps focus on analysis, observation, and introducing Afago into the unique realities of different populations.
Remaining loyal to our identity is crucial, but we also believe in fostering an exchange of opportunities and collaborations that arise when we open our doors to the world.
6. How does the concept of “Afago” influence the company’s internal culture and its relationships with both employees and customers?
Those who give Afago are sharing affection, those who buy it seek to experience Afago, and we, as creators, aim to share Afago in every product.
We’ve built not just a business but a culture that embodies respect, belonging, and warmth. This philosophy shapes how we treat our team, fostering an environment of care and collaboration, and how we interact with customers, ensuring they feel valued and connected to the essence of Afago.
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