The story behind the club.
""I learned more by holding this project together than by studying how to do it."
Before Welcome To The Club, I had already spent several years as an entrepreneur. For 3 years I worked in the food industry and, although it was a completely different world, that's where I learned many of the things that today are part of who I am: what it means to start from scratch, sustain a physical business, work under pressure, solve problems every day, lead teams, adapt and keep going even when things didn't go as expected. It was a very intense stage, but it taught me that entrepreneurship goes far beyond having a good idea — it's about consistency, resilience and construction.
I always loved fashion, identity and the idea of creating something different. And it was from there that Welcome To The Club was born. At the beginning, the idea was to create a genderless brand, where garments could be worn without labels or limits. But when we opened the physical store, the path began to transform. Brands started knocking on our door looking for spaces to show themselves, to connect, and little by little Welcome To The Club stopped being just a brand and became a concept store.
For almost 4 and a half years we worked with more than 100 brands. Some were with us for years, others came for seasons, but with each one we tried to build something more than sales: campaigns, experiences, content, communication and spaces where they could truly feel seen. And although many people only saw a beautiful store, behind all of that was a lot of invisible work — making decisions constantly, solving problems no one sees, reinventing myself over and over.
Today I feel that all that experience was not in vain. Welcome To The Club enters a new stage that returns to its essence, but from a much bigger vision. We no longer want to talk only about fashion; we want to build a universe around lifestyle: fashion, essential objects, gadgets, skincare, inspiration and experiences.
And it was precisely in the middle of all this process that The Club Mentoring was born. After more than 8 years as an entrepreneur I understood that what an entrepreneur most needs is not only information, but the company of someone who has truly lived the process. Everything learned in these years —from food to fashion, retail, branding and community— is part of this new stage. Because Welcome To The Club was never just a store. It was always evolution.
-
2019First physical business
Learning by doing
First restaurant. Managing teams, customers, costs and operations. First real contact with what it takes to sustain a physical business. Learning by trial and error.
-
2020 – 2022PokkataReinventing in the midst of uncertainty
Pokkata was born during the pandemic. Constant adjustments, suppliers, numbers and strategy. Building its own identity. Understanding that a brand transcends a physical location.
-
2023 – 2026Welcome To The Club
From brand to community
Welcome To The Club opened. Evolution from a genderless brand into a discovery space. 100+ brands, campaigns, collaborations and community. Close mentoring to entrepreneurs and emerging brands.
-
TodayThe Club Digital + MentoringEverything learned, turned into mentoring
Product curation and capsules continue. The Club Mentoring is born. Real experience applied to strategy, brand and growth. Community, inspiration and mentoring in digital format.
Welcome was never
just a store.
It was always evolution.
Today we step into a new era: a universe of lifestyle and inspiration. And The Club Mentoring is born — because what an entrepreneur needs most is the company of someone who's already lived through it.