Sports
How Lu Cachem Built Her Jewelry Brand and Licensed Ironman
From a makeshift fish-tank display at Ironman 70.3 to an official license, the designer blended sports passion with fine jewelry.
After 15 years away from the market, triathlete Lu Cachem turned her search for durable, elegant sports accessories into a thriving business. Discover the brand's journey to becoming an official licensee of Ironman and other major athletic events.
The story of Lu Cachem sports jewelry was born from a genuine void felt by those who live and breathe training and competition. Following a 15-year break dedicated to her family, her return to business began almost by chance when she started helping out at her husband's cycling company. Seeing the brand's logo—an infinity symbol intertwined with a bicycle—Lu decided to turn it into a necklace.
With training in metalsmithing and a knack for customizing her own pieces, Lu noticed that souvenirs bought at triathlon events fell short: they were cheap trinkets that snapped easily, tarnished with sweat, or looked out of place away from training. Her goal was to design sophisticated, durable, and comfortable jewelry meant to be worn both during sports and on any occasion.
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A makeshift debut at Ironman 70.3 São Paulo
With her initial designs ready and the support of a manufacturing partner run by cyclist friends, the pieces began circulating among athletes at events. On the eve of the inaugural Ironman 70.3 São Paulo in 2019, Lu approached the organizers to secure an exhibition booth at the event expo.
The last-minute spot gave her a small space right beside the official store. To set up the booth, Lu brought a white table from home and improvised a display case using an upside-down glass fish tank to protect the jewelry. Sales were an immediate hit, catching the attention of the executive team at Unlimited Sports, the company managing the franchise in Brazil.
Official partnership with M-Dot and athletic expansion
The strong public interest paved the way for an invitation to produce the official line featuring the coveted M-Dot logo. Although the pandemic temporarily paused the project, the partnership debuted in full force when competitions returned in 2022, placing Lu Cachem's brand directly in the circuit's official stores.
After establishing itself in triathlon, the brand expanded into more than 15 sports disciplines. Its portfolio features collaborative collections—such as a line inspired by the World Marathon Majors with Alana Rox—official jewelry inspired by the Giro d'Italia trophy, pieces for the Maratona do Rio, and items for tennis and golf enthusiasts, always prioritizing durable materials like silk cords and reinforced finishes for an athlete's everyday routine.
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