We’re excited to introduce you to the always interesting and insightful Sandra Souza. We hope you’ll enjoy our conversation with Sandra below.
Sandra, appreciate you joining us today. So, naming is such a challenge. How did you come up with the name of your brand?
The story behind the name of our company, ASBG, is a beautiful tribute to our family. Each letter represents a special member: “A” for Alisdete, “S” for Sandra, “B” for Brayan, and “G” for Gael. This choice symbolizes the unity and importance of each family member in our entrepreneurial journey. More than just a name, it is a celebration of the love and strength of our family that drives our business forward.
Sandra, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I am Sandra Souza, a Brazilian woman who had to reinvent herself after immigrating to the United States with my husband and two young children. Since then, I have dedicated my life to building a family and professional legacy that reflects our values of unity, perseverance, and faith. My journey has not been easy, but I have always believed that with determination and family support, it is possible to overcome every challenge.
Today, I am the proud owner of two businesses: ASBG FASHION and ASBG COMPANY. The name ASBG holds a special meaning, as it honors the members of my family: A for Alisdete (my husband), S for Sandra (myself), B for Brayan (our eldest), and G for Gael (our youngest). Each letter represents the love and joint effort that we dedicate to our purpose.
ASBG FASHION is an online store specializing in Brazilian gold-plated semi-jewelry and 18K gold pieces. Our semi-jewelry is carefully selected to offer elegance and durability, while our 18K gold pieces come from a trusted factory with over 40 years of tradition and a lifetime guarantee. We provide personalized customer service, addressing each client’s needs and preferences. Special promotions, such as clearance sales with items starting at just $5, make luxury more accessible to everyone.
ASBG COMPANY is a construction and remodeling services business. We handle flooring installation (tile, vinyl, and laminate) as well as general renovations. My husband and I are partners in this company, and I actively participate because I believe that with my support, the work progresses more effectively. Every project is treated with care and excellence because we understand that our clients trust us to transform their homes and workplaces.
I am also involved in inspiring community projects. As an ambassador for Gringas Fort Lauderdale, I help bring together Brazilian women in the U.S., creating a support network, hosting meetups, sharing useful information, and fostering networking opportunities. Additionally, I participate in the Dor com Amor project, which supports atypical families like mine, as my youngest son, Gael, was diagnosed with autism and receives daily ABA therapy at home. This challenge has strengthened me and given me a greater sense of empathy and gratitude.
What sets me apart in the market is the love and purpose I bring to everything I do. More than selling products or providing services, I aim to transform lives—whether through a piece of jewelry that symbolizes a personal achievement or a renovation that renews a family’s home and dreams. My goal is to create genuine connections with my clients and support them on their journeys.
What am I most proud of? Undoubtedly, overcoming fear and adversity to build a new life in the U.S. Every step has been a learning experience, from facing the language barrier to watching my children grow and thrive. My faith in God is my foundation, and my greatest wish is to continue serving my family, community, and clients with love, excellence, and integrity.
If you are looking for high-quality semi-jewelry, exclusive gold pieces, construction services, or even just a word of support and inspiration, you will find it all at ASBG. Our brand is an extension of our family, and every client who comes to us becomes part of this story of resilience and love.
We’d love to hear a story of resilience from your journey.
When I arrived in the United States with my husband and two small children, I faced an entirely new reality. The language barrier was one of my greatest challenges—I relied on a translator to communicate in daily situations, which often left me feeling embarrassed and insecure. For two years, I didn’t work outside the home, focusing instead on helping my children adapt and creating a stable home environment. However, I knew I needed to find a way to contribute financially without being away from my children too much.
That’s when the idea of selling Brazilian semi-jewelry came to life. I started small, with just a few pieces, but each sale gave me more confidence. Gradually, I built a loyal customer base and realized the potential to grow. With dedication and faith, I transformed this initiative into an online store, ASBG FASHION, which now offers not only gold-plated semi-jewelry but also 18K gold pieces with a lifetime guarantee.
This journey has been a testament to my resilience and determination. From learning to navigate a new culture to building a business, every step has been guided by love for my family and faith in God’s plan.
Simultaneously, the opportunity arose to assist my husband with ASBG COMPANY, our construction business. Although the construction industry was entirely new to me, I didn’t hesitate to learn and contribute. I began actively participating in projects, managing tasks, overseeing operations, and ensuring the quality of services. My involvement made a significant difference in the progress of our work, and together, we managed to secure more clients and projects.
My greatest test of resilience came recently when my youngest son, Gael, was diagnosed with autism. This required me to adapt once again, as he began receiving daily ABA therapy at home. Once more, I had to adjust my routine and find a balance between being a mother, wife, entrepreneur, and professional. It was a challenging time, but instead of letting it overwhelm me, I chose to grow stronger. I joined the Dor com Amor project, which supports atypical families, and turned this experience into a source of learning and love.
Each of these phases in my life demanded resilience. I’ve learned that what matters is not the size of the challenge but how we choose to face it. Today, I look back with pride and gratitude, knowing that my journey can inspire other women to keep pursuing their dreams, no matter the circumstances.
We’d love to hear your thoughts on NFTs. (Note: this is for education/entertainment purposes only, readers should not construe this as advice
NFTs (Non-Fungible Tokens) represent a revolution in the digital world, particularly regarding ownership and authenticity of virtual assets. They allow artists, content creators, and businesses to monetize their work uniquely, as each NFT has a unique code that verifies its originality and ownership. This has created new opportunities in markets such as art, music, gaming, and even digital real estate.
From a business perspective, NFTs open doors to innovative business models. They give creators more control over their work, eliminating intermediaries and enabling them to receive royalties on every resale. Companies have also explored this technology to create exclusive experiences and strengthen customer engagement.
However, there are challenges and criticisms associated with NFTs. Market volatility, the high energy consumption tied to blockchain, and the risk of fraud or plagiarism concern many users and investors. Additionally, the concept of paying significant amounts for digital goods without physical form remains puzzling to some people.
Overall, I believe NFTs have the potential to transform creative and business sectors but need further development to ensure greater accessibility, security, and sustainability. For entrepreneurs, they offer opportunities for innovation—whether by creating exclusive products, offering unique experiences, or generating new revenue streams.
Contact Info:
- Website: bit.ly/Sandra_asbg
- Instagram: @asbgfashion @asbgcompany @Sandra_asbg @ gringassouthflorida
- Facebook: ASBG FASHION | ASBGCOMPANY | Sandra.ity | Gringas Fort Lauderdale
- Youtube: ASBG FASHION
ASBG COMPANY
Image Credits
@beebaidephotography
@sandra_asbg