Suzane von Richthofen surpasses 130 thousand followers on Instagram with flip-flops store after Tremembé series
Suzane von Richthofen, 42 years old, former inmate of the Tremembé Women’s Penitentiary, in São Paulo, published a message of thanks on Instagram this Sunday (10), after her store’s profile reached more than 130 thousand followers. The growth occurred in one week, driven by the success of the series “Tremembé”, launched by Prime Video in early November 2025. The account, dedicated to selling personalized flip-flops, reactivated posts after months of inactivity.
The series, which portrays the routine of famous inmates in Tremembé, generated renewed searches for the name Suzane, played by Marina Ruy Barbosa. The “Su Entrelinhas” profile increased from around 10 thousand to 130 thousand followers, with an increase in orders for artisanal products. Suzane, who has been serving an open prison sentence since 2023, manages the business alone in Angatuba, in the interior of São Paulo.
The post highlighted the volume of messages received via WhatsApp, with the former inmate promising individual responses. The store ships items across the country, focusing on manual customizations that attract customers due to their quality.
Reactivation drives digital engagement
The Instagram account remained without updates since December 2024, but returned on November 3, 2025 with 13 new posts.
The profile, which does not allow comments to avoid negative interactions, displays photos of products without images of Suzane. This strategy maintained the focus on craftsmanship, while interest in the series increased organic reach.
Detalhes dos produtos comercializados
Os chinelos personalizados formam o carro-chefe da “Su Entrelinhas”, com preços entre R$ 150 e R$ 180 por par.
Cada peça recebe acabamento artesanal, incluindo pedrarias, strass e apliques em base de Havaianas. As embalagens incluem etiquetas rosa personalizadas, enviadas para clientes em todo o Brasil.
Além dos calçados, a loja oferece mochilas e necessaires decoradas, produzidas sob encomenda.
Suzane gerencia desde o design até o atendimento, o que explica eventuais atrasos em respostas, conforme mencionado em stories recentes.
Origem e evolução do negócio
A marca surgiu em 2023, logo após a progressão para regime aberto, em Angatuba, onde Suzane resiwith her husband, doctor Felipe Zecchini Muniz, and their son born in January 2024.
Initially focused on flip-flops, the store paused operations in January 2024 for undisclosed reasons, resuming in June of the same year.
The book “Suzane: Assassina e Manipuladora”, by Ulisses Campbell, revealed initial details of the studio, highlighting the effort for financial independence. The business has since expanded into complementary items, adapting to online demand.
Gratitude message to customers
“Immense gratitude to everyone who is sending messages on WhatsApp. The affection and demand have been so great that I haven’t been able to respond to everyone yet, but you can be sure: all messages will be answered”, wrote Suzane in stories.
She emphasized personal care at every step of the process, including production and packaging. The publication, seen by thousands, reinforced the connection with the public, without direct mentions of the series or the past.
Expanding to other crafts
- Slippers decorated with seasonal themes, such as summer editions with floral motifs.
- Toiletry bags in fabric with hand embroidery, ideal for travel.
- Personalized backpacks in synthetic leather, with different color options.
- Accessories such as keychains and bracelets, complementing the main collections.
These items expand the catalog, catering to different age groups and customer preferences.
Context of the series that reignited interest
“Tremembé” premiered on November 1, 2025 on Prime Video, covering the lives of inmates such as Suzane, the couple Nardoni and Elize Matsunaga. The production, directed by Claudia Biscaia, uses dramatization to show daily life in prison, generating debates about resocialization.
Marina Ruy Barbosa prepared the paper with visits to the penitentiary and studies on the case, but avoided direct contact with Suzane. The initial episode focused on the arrival of new prisoners, contextualizing crimes of national repercussion.
The series reached the top of the audience on the platform in less than 48 hours, with positive reviews for its factual approach.
