Fabiane Munaretto abandoned architecture to explore an underdeveloped niche in the Brazilian pet market. The investment in products made with catnip, Nepeta cataria, a plant that stimulates and relaxes cats, yielded an average of R$ 20 thousand per month for his company in Curitiba.
The business was born from the observation of a real phenomenon in the country. Crescimento of the feline population drives demand for differentiated products, creating opportunities for attentive entrepreneurs. Fabiane saw the loophole and took advantage of it.
Do home cultivation to structured e-commerce
Tudo started without commercial intentions, in Fabiane’s own home. Ela grew the plant from the same mint family and distributed samples to friends, veterinarians and cat owners. The spontaneous response from those interested in purchasing transformed home experimentation into a business opportunity.
“You should sell,” he heard over and over again. The external incentive accelerated the decision that was already being made internally. With around R$50,000 in initial investment, he created an online store dedicated exclusively to handcrafted feline toys, all made with fresh catnip harvested from his farm.
Cada piece is made manually, from growing the herb to final sewing. The toys vary in price between R$29 and R$230, depending on the size and complexity of the design. The difference is not only in the functionality, the plant causes effects ranging from relaxation to excitement in animals, but also in the artisanal quality and human touch in each product.
Operação that moves the production chain
Além of Fabiane, other artisans participate in making the toys. Essa structure guarantees additional income for partners and reinforces the brand’s manual appeal. The team summarizes the difference as follows: “Behind each toy, there is history, whimsy and human work.”
Fabiane has nine cats at home and combines this passion with practical knowledge acquired years ago. Antes to undertake, he already worked in partnerships with NGOs and studied feline behavior, experience that he applied to the development of products more suited to the real needs of animals.
Tutors respond positively. Relatos customers indicate that the freshness of the catnip and thoughtful design of the toys generate strong engagement from pets. Animals frequently interact with items, nibble, carry and play intensely — practical validation of the quality delivered.
Crescimento digital and personal purpose
Presença consolidated on social networks works as a strategic dissemination channel. Vídeos that show cats’ reactions to toys generate important organic engagement for the brand. In a segment where personal recommendations and visual product evidence drive sales, the strategy proves to be effective.
The entrepreneur today places her work beyond pure profitability:
- Melhorar the quality of life of felines through well-developed products
- Gerar income for partner artisans in collaborative model
- Oferecer conscious purchasing alternative for owners concerned about animal welfare
- Demonstrar commercial viability of seemingly small niches
“I want to improve the lives of kittens through what we produce here”, says Fabiane. The declared purpose aligns with practical results: a company that grew from a homemade hobby to a structured operation, generating consistent monthly income and employment for other people.
The trajectory of Fabiane highlights a greater trend in the Brazilian pet market. Segmento grows not only in volume but also in demand sophistication. Tutores invest in products that promise real well-being for their animals, making room for small artisanal brands that can deliver differentiated quality and authentic stories behind the products.
