After more than a decade of dedication to a large network of optics, Paraíba Arione Diniz saw his trajectory change dramaticly. Without notice and no termination payment, he had to camp for a week in front of the company’s headquarters to receive only 25% of the amount due to him. With $ 2,500 in her hands and the responsibility of supporting the family, she made a decision that would change her life: she opened her first store. Thus was born the Óticas Diniz, today a billionaire network, with units spread throughout Brazil.
The story was told in the podcast From zero to toppresented by Mariana Amaro, in an interview with Arione and her daughter, Ariane Diniz, current president of the company.
“I am from a family of 12 brothers. My mother was a determined woman, and my father, farmer, taught us early in working in the fields,” said Arione. As a teenager, he left João Pessoa to try life in Brasilia, where an uncle invited him to work in an optical laboratory – an experience that would later become the basis of his business trajectory.
The first contact with the sector happened behind the scenes: Arione produced handmade lenses. His extreme shyness and strong stuttering placed him away from service to the public, until a manager encouraged him to deliver his glasses to customers.
“That opportunity changed everything. I was letting go, losing stuttering, and found that I knew how to deal with people.”
Learning brought growth
Learning led him to grow rapidly. From a giggyeering man, he became a salesman, then a sub -management and manager of a network of jewelry, watches and optics that worked in various capitals of the Northeast. It was 12 years of experience until the abrupt dismissal changed its course.
With no money and without the right compensation, Arione saw in adversity a chance to start her own business. “I thought: now it’s time. I already have enough experience to open my store,” he said.
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He negotiated a small commercial point and founded the first optics Diniz, relying only on his workforce and accumulated knowledge. Decades later, the brand became synonymous with national success, with stores in all states and billions of reais.
Today Arione shares the company’s command with her daughter, Ariane. “It was a trajectory of much struggle, but also of great gratitude. With every difficulty, we saw an opportunity,” she said during the conversation.
Diniz’s story is further proof that great empires can start with small steps – and a lot of resilience.
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