Sandra Chayo: “I needed to prove that I was not just the owner’s daughter”

Sandra Chayo: “I needed to prove that I was not just the owner’s daughter”

Daughter of Nissim Hara, founder of the Hope group, Sandra Chayo is currently the head of the lingerie company. Partner and director of marketing and style, she always dreamed of starting a family and working in fashion design. She got it all right. She joined her father’s company at the age of 20 – today she is 46 – with the mission of repositioning and transforming the underwear into a fashion item, she got married and has three children.

As a child, what did you envision for adulthood? I imagined starting a family and working with design and fashion. I wanted to make the world, places, people and things more beautiful.

Who were your favorite heroes/characters? Wonder Woman and my parents.

What was your first professional ambition? Prove that I wasn’t just the owner’s daughter. Being able to implement my ideas. The first most relevant ambition was to create the largest network of lingerie stores in the country.

What makes you get out of bed today? Empower other women and encourage people to be their best versions. And be the best version of me every day.

What trait or attitude of the other annoys you? I don’t usually get annoyed with other people’s attitudes, I believe that everyone acts as they think is best for themselves. However, I don’t admire people who victimize themselves in the face of life’s challenges nor those who are dazzled by success. Life is made of ups and downs. How we face these peaks determines our character.

Do you consider yourself a person with healthy habits? Yup. I am very careful with my diet (plant based since 2013), I practice physical exercises daily and I try to study and nourish myself with positive information that interests me.

What has been your biggest achievement to date? And the biggest extravagance? Biggest achievement is having my family. The greatest personal extravagance is the numerous trips with my family. Professional extravagance: Gisele Bündchen’s first and only fashion show in Brazil (2011), with a live score with dozens of musicians from the São Paulo Symphony Orchestra playing Villa Lobos.

What determines success? Success is having what you want. Which means different things to different people. Different from happiness, which is accepting what you have, and living in the here and now. For me, success is an attitude, positively impacting the people I interact with, promoting prosperity, being their best versions and being happy as a result.

What is the biggest collective challenge today? Ability to communicate and have a positive attitude. We are living in an era where the media and news are instant and everywhere. It’s a challenge. We need to find information and relevant people who are reliable and know how to filter what and where we read. I also believe that we need to use communication for good, to help and to add.

Among the advances in technology, what impresses you the most? To be connected and accessible at all times, anywhere in the world. For good and for bad.

A common sense that you consider to be great nonsense. That it’s bad to be an ambitious person. For me it’s just the opposite. If I want to positively impact the people around me, the first step is to always want more. I consider myself a positively ambitious person and have a habit of setting myself goals for everything. When I’m getting close to that goal, I tend to increase it.

A book, movie, or other art that has impacted you. I just acquired a work of art by Walter Carvalho. It is a photo with platinum intervention of an image of Minhocão in São Paulo in 1989. At that time, we had Hope’s own outdoor media panels and for many years they marked the landscape of São Paulo. They are recorded in films and documentaries, but this is the first time I have seen them in a work of art.

Would you buy a trip to Mars or any other space tourism? I like to do tourism to experience a different culture than usual. I have no desire to visit an uninhabited place.

Do you consider yourself spiritualized? Do you believe in God, life after death? I’m very spiritual. I believe in God. I am Jewish and I was raised honoring our traditions and ancestors, and I raise my children the same way. I believe in life after death and that we are not here by accident. Each of us has a purpose and a reason to exist. I don’t believe in coincidences, but that God has the perfect plan for each of us. Even for those who don’t believe. I respect atheists, agnostics, any other religion and any opinion other than mine.

A happy memory. Last trip with the whole family together and my father present.

Source: Value Pipeline

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