The 5th edition of BFSHOW, Latin America’s largest footwear trade show, held from November 10 to 12 at São Paulo’s Anhembi District, broke records with over 10,000 buyers in attendance—13% of them from 46 countries. Organized by Abicalçados and NürnbergMesse Brasil, the event not only showcased Brazil’s industrial strength but also spotlighted the women redefining its future. Among them: Cristine Grings Nogueira of Piccadilly, Clara Santos of ApexBrasil, and the leadership duo behind Ipadma.
Cristine Grings Nogueira: Legacy, Innovation, and Feminine Vision
Cristine Grings Nogueira, CEO of Piccadilly, represents the third generation of a family-run company now celebrating its 70th anniversary. Under her guidance, the brand has become a national benchmark in comfort technology, being the only Brazilian footwear company certified by the National Health Surveillance Agency. One of its latest innovations—a sneaker designed to stimulate circulation and relieve pain—was a standout launch at BFSHOW.
But Cristine’s impact goes far beyond product development. Alongside her cousins, she has cultivated a culture of care and inclusion. Today, 40% of Piccadilly’s leadership roles are held by women. The company holds a Great Place to Work certification and offers tailored mentorship programs for women in both factory and administrative roles, as well as lactation rooms and flexible work options.
Cristine attributes her success to three pillars: faith, preparation, and perseverance. “God doesn’t choose the capable; He equips the chosen,” she says. Her story is a powerful example of how feminine leadership can sustain legacy, drive innovation, and humanize business.
Clara Santos: Policy, Promotion, and Gender Equity in Trade
From the public sector, Clara Santos serves as Project Manager at ApexBrasil, where she oversees strategic initiatives to promote Brazilian footwear abroad. Working closely with Abicalçados, she ensures that public investment translates into global competitiveness.
Clara is also a driving force behind Women and International Business, a program launched in 2023 to support female-led companies in their export journeys. Through mentorship and peer learning, the initiative helps women entrepreneurs navigate international markets and scale with confidence.
Her work reflects a broader institutional shift: recognizing gender equity not just as a social goal, but as a strategic advantage. Clara’s leadership is technical, collaborative, and deeply attuned to the structural barriers women face in global trade.
Ana Elisabeth Iwancow & Sirlei Feiten: Sustainability with Soul
Representing Ipadma, Marketing Director Ana Elisabeth Iwancow and Commercial Director Sirlei Feiten introduced a bold proposition: artisanal footwear crafted from pirarucú fish leather, a rare and highly regulated material sourced from the Amazon. Each piece is certified by Brazil’s environmental authority and paired with upcycled soles and recycled materials.
Though not yet exporting, Ipadma already meets 70% of Latin America’s B-system sustainability standards. Their approach goes beyond eco-consciousness—it’s about dignifying discarded materials and empowering communities through ethical production. In a market saturated with greenwashing, Ana and Sirlei offer a model of sustainability that is rigorous, artisanal, and deeply human.
A New Footprint for the Future
At BFSHOW 2025, these women didn’t just represent companies or institutions—they embodied a new paradigm of leadership. Whether through legacy stewardship, public policy, or sustainable entrepreneurship, Cristine, Clara, Ana, and Sirlei are reshaping Brazil’s footwear industry. Their stories remind us that when women lead, industries don’t just grow—they evolve with purpose.
