Noris Moraes has been my lifetime mentor and example of ethics, values, and strength.

Meet Noris Moraes – A Phoenix moved by passion

LM: Noris, you have reinvented yourself a few times in your lifetime, to the extent of being called a Phoenix by one of your friends. Tell us about your journey.
NM: Was born in Porto Alegre, capital of the state of Rio Grande do Sul, in Brazil. I studied history at the Universidade Federal do Rio Grande do Sul and Classical Singing at Instituto Superior de Belas Artes de Porto Alegre.

When I got married, I moved to São José dos Campos, São Paulo, where I started an art school for children. Here is also where I was blessed with the birth of my daughter Luciana.

Noris Moraes - Arte School for Children
However, in life, we have to turn the sales according to the wind to avoid sinking. This truth made me find new paths in areas I had never imagined before.

This is where I started what I call my second degree, in the school of life.

Since I spoke languages, I was invited to be part of the marketing team responsible for the reintroduction of the French brand Christian Dior Parfums at Maquillage. It was a new world for me.

I travelled throughout Brazil from north to south to study market behaviour. It was an incredible experience.

After that, I worked for the English Yardley of London and then the French Pier Augé, which was launching for the first time in the complex Brazilian market. The launch was a success thanks to my prior experience.

Then, in 1978, I moved to Portugal and my boat took a new course.

Noris-Moraes - Brazilian launch of Diorella perfume
LM: At an ascending time in your marketing career, in Brazil, you discovered your true passion which resulted in a radical shift in your professional life. How did this new passion come about?
NM: During one of my many trips throughout Brazil, I met my business mentor, the world-renown jeweller H. Stern. He made me understand the importance of believing in a dream. Since then, the sale of my boat changed direction and I discovered what Mr. Stern had understood long ago, the value of Brazilian Popular Art.

“…the world-renown jeweller H. Stern… made me understand the importance of believing in a dream. “

LM: Already in Portugal, you named your first brand “Passione”. What was Passione and how did your previous professional experience help launch you as an entrepreneur?
NM: “Passione” – passion – defines who I am. I believe this is the only way that life is worth living.

My first jewellery collection was also named Passione because it resulted from passion and discovery.

Noris Moraes - Passione Lauch
Noris Moraes - Passione line
LM: For many years, your sole focus was the cultural promotion, in Portugal, of the Northeastern and North regions of Brazil. How was that experience? 
NM: Promoting these regions was a big part of my life. I feel like a soldier who proudly served his country.

For many years, my life navigated previously unknown waters for the Portuguese.

I brought to Portugal and presented to some Portuguese schools, poets, writers and indigenous leaders. In addition, for many years, through my events, Portugal discovered a wealth of what we, Brazilians, proudly call “Arte Popular”, Popular Art.

Since my first exhibition in 1986, in Milan, Italy, called “Popular Art from the Northeast of Brazil”, until the fifteenth and last edition of the “Week of Pernambuco in Porto (Portugal)”, in 2016, my mission was to promote the culture of the northeast of Brazil.

Noris Moraes with Xucuru tribe - Brazil
LM: With Expo 98, in Portugal, a new door opened…
NM:  Yes, this was the time when a new passion rocked my boat. Stones, stones and more stones and the contact with them at the Brazilian Pavillion at Expo 98 made me discover a new universe. Again, I dove deep.
LM: The “stones path” took you to India, the latest passion in your life. How did that come about?
CM: India had been a passion since my university days. In those days, it felt like an unreachable dream. Years later and after eight months of preparation, I finally landed in Deli to proceed by car to Rajasthan.

I dove deep into this magic country of cruel poverty, abyssal differences, as in many other countries, but populated by profoundly spiritualized and welcoming people.

India is known for its rich garments, magnificent architecture of its palaces and temples. But what leaves us inebriated is to see the beauty and perfection of its jewellery and precious stones.

Amidst so much beauty, I allowed my creative spirit to follow the path of stones and jewellery, which began years before, in Minas Gerais, Brazil.

Noris Moraes - Working in India
LM: During your trips to India, besides working as a procurement consultant in the region of Jaipur, you also produce exclusive pieces of jewellery for your clients. How did this come about?
NM: I discovered what I consider to be the ideal way to serve my clients. At “Noris Moraes – Artes e Pedras”, the client chooses the stone and I create an exclusive piece.
LM: After more than 30 years of living abroad you returned to Brazil for two years. What made you return to Portugal? 
NM: The violence.

“Amidst so much beauty, I allowed my creative spirit to follow the path of stones and jewellery, which began years before, in Minas Gerais, Brazil.“

LM: How did you find Portugal after two years of being away and how did you pick up your business?
CM:  I usually say that I don’t reside in Portugal, I live in Portugal. When I returned, I found a more stable country, with a recovering economy and thriving tourism. Excellent water to navigate.
LM: We are living in a moment when it is recommended that we focus our attention on the present, but what are your future plans?
NM: During this moment of introspection, I have found a way to pay homage to the country that has welcomed me and given me so much over the years. Portugal is where I have decided to anchor my boat, but my new project will intertwine Portugal and India.

For more news about my new project check in on my website www.norismoraes.com.

Be inspired by other people who have heard their inner calling and followed their dreams.