Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThis work-project investigates afro-Brazilian entrepreneurship, considering that racial and
social inequality in Brazil diminishes their chances of becoming successful. This study
examines the impact of structural racism on afro-Brazilian entrepreneurship, especially on
jewelry market in Brazil, having Aylah Jewelry start-up as a case study for a business plan. The
topic was chosen with the intention of developing a sustainable business while generating a
meaningful jewelry brand. Aylah Jewelry, the chosen company for the study seeks to create
value by tackling moral and social issues that have been enhanced by Covid-19. This study
highlights the importance of a business plan and analyzes the necessary steps for afro-
Brazilian start-ups to become successful businesses
