Sports
From Fashion to Running: Ju Markan's Business Journey
Brand creator and influencer, the runner details her entrepreneurial roots and her return to São Paulo.
Before making her mark on the pavement, Juliana Markan built a solid career in fashion and digital content. In a conversation on Girls Who Run, she looks back at her early business steps in Recife and how professional discipline translates into sports.
Although her northeastern accent marks her speech, Juliana Markan is originally from São Paulo. Moving to the Northeast at a young age, she lived for around 20 years in Pernambuco, where she built deep roots in both her personal life and the fashion market before returning to the capital of São Paulo about four years ago.
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An Early Start in Entrepreneurship and E-Commerce
Ju Markan's entrepreneurial spirit emerged early, heavily encouraged by her family of business owners. At age 17, just entering college, she received a batch of costume jewelry from her mother with the goal of selling it. This initiative led to the creation of My Wish Ateliê de Acessórios, a pioneering e-commerce store at a time when few businesses bet on the internet.
From Digital Influence to Her Own Brand in Recife
As the digital market evolved and the creator economy gained momentum—alongside early pioneers like Camila Coutinho—Ju began making a name for herself as a style icon in Recife. Invited to events and brand partnerships, she quickly realized the potential of monetizing her digital presence beyond simple Instagram product trades.
That visibility led her to take over the curation of a brick-and-mortar multi-brand store in Recife. Ju bought a stake in the business and, shortly after, took full control of operations. During this period leading the store, she also developed her own apparel brand. Years later, she sold the physical retail operation in Recife to return to São Paulo and focus exclusively on developing her proprietary brand and creating content.
Bridging Business and Athletics
For Juliana, the mindset forged in business connects directly with the challenges faced on the road. Citing the perspective of running legends like Eliud Kipchoge on how running mirrors life itself, she notes that resilience, daily discipline, and the courage to voice ambitious goals out loud are pillars guiding both her steps in the corporate world and her growth as an athlete.
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