How Lu Cachem Combined Ironman Passion and Fine Jewelry

A return to sports through running and first marathons

Following the birth of her second child and a move to Alphaville in São Paulo, Lu turned to road running to help with weight loss. Her beginnings were gradual, alternating between walking and light jogging with a local running group. Stepping into the competitive atmosphere and crossing finish lines ignited a passion for longer distances, leading her to race in numerous relays and complete nine full marathons before transitioning fully to triathlon.

Her debut and fascination with Ironman events

Her first direct experience with Ironman came in Florianópolis when she went to support her husband and experienced the electric atmosphere of Jurerê Internacional. Inspired by the environment and backed by a solid running foundation, she decided to tackle the full distance. Despite an unconventional training cycle at the time—with bike rides never exceeding 120 km—she completed the race in 2014, establishing a lasting connection with the distance and her coach, Marcelo Ortiz.

Injuries, fractures, and athletic resilience

Pursuing long-distance events also meant navigating serious physical setbacks. While training for the Ironman World Championship in Nice, Lu suffered a cycling crash in Campos do Jordão that resulted in a pelvic fracture, requiring months of recovery on crutches before toeing the starting line at the championship. More recently, another training crash caused an L2 vertebrae fracture, reinforcing the constant need for adaptability and resilience in the face of athletic adversity.

Motherhood and stepping away from legal practice

The decision to step away from law came after the extremely premature birth of her second child, who was born weighing just 1 kg at six months of gestation and required months of hospitalization. Faced with intensive medical care and managing a hearing impairment resulting from neonatal treatments, Lu chose to leave the law firm and dedicate herself entirely to her children. During that challenging period, sports served as a vital sanctuary for personal balance and self-care.

Founding the jewelry brand and Ironman licensing

Her return to professional work came 15 years later, when she started designing sports-themed pieces that were understated and durable enough to wear during training. An opportunity to exhibit at a makeshift booth during the inaugural Ironman 70.3 São Paulo caught the attention of race organizers, eventually leading to an official Ironman license. Today, the brand creates gold collections for more than 15 sports, including special collaborations for the World Marathon Majors and the Rio Marathon.

The emotional meaning of jewelry in sports

For Lu Cachem, crafting sports jewelry in gold mirrors the enduring nature of the effort demanded by endurance athletics. More than simple accessories, the pieces serve as talismans, milestones of discipline, and tangible reminders of hard-won goals. Interacting directly with athletes at races allows her to connect with stories of perseverance spanning medical recoveries to first-time distance milestones, creating an emotional bond that goes far beyond a commercial purchase.