Inês Santoalha Carneiro: “The secret to being a good entrepreneur lies in persistence.”

You graduated in Management at Católica Porto Business School. What stands out most from your academic journey?

I have very fond memories of my time at Católica. It was a period of growth, marked by discoveries and hard work, yet also by friendships that remain to this day. I remember the environment was demanding, but we always had strong support from the professors, who challenged us to think differently and to step out of our comfort zone. Even today, I say that Católica was not only demanding academically, but it also pushed me on a personal level.

What were the key skills you acquired that have been fundamental to your professional career?

Beyond the solid technical foundation, I’d say what stayed with me the most was the ability to think critically, work in teams with different personalities (which is essential in the workplace), and communicate with impact. I was never someone who enjoyed speaking in public, and they really helped me in that regard. I also learned to deal with pressure and stay focused, which is essential in daily work life. Católica taught me to have ambition, but with responsibility.

You are a co-founder of Mariaida Home, a textile and home décor business. Why did you choose to create your own company and follow the entrepreneurial path?

Having something of my own was always a goal, even if it was vague at first. Over time, that desire grew stronger, especially once I entered the job market and realized what I really wanted. That’s when it became the natural path for me. Mariaida Home began almost as a joke between me, my sister, who also studied Management at Católica, and a cousin. It grew organically, and before we knew it, we were getting very good results and realized there was real potential. That’s when we decided to fully dedicate ourselves to the project, focusing 100% on growing the brand and the company. Beyond the Mariaida Home brand, we also produce for other Private Label clients.

We wanted to create something special for people’s daily lives, going beyond common household products. Our focus was on high-quality products for an upper-mid-range audience that values design, functionality, and durability. The name pays homage to our grandmother Aida, who represents the high standard we aim to maintain in everything we do.

“I have very fond memories of my time at Católica.”

What challenges did you face when launching your own project?

In the beginning, there was hardly any room for a social life. I worked from early morning until late at night to get everything done. It was just us issuing invoices, registering and packing orders, visiting suppliers, designing new collections, and finding new clients. It was an intense period, full of effort and constant learning. Today, fortunately, we have a team of more than 10 people, with a clear structure and defined roles.
At first, we had to be truly multi-tasking. One of the biggest obstacles was finding suppliers willing to produce small quantities, since we were a new and unknown brand. Thankfully, things have completely changed; our volumes are now large, and suppliers approach us to work together. Overcoming those challenges required a lot of persistence, organization, and constant support from my partners. Little by little, we earned our place and built confidence in the market.

How did your Management degree give you a solid foundation to confidently pursue entrepreneurship?

The Management degree gave me an important basis for understanding how different aspects of a business work, from finance to team management and strategy. It helped me make more informed decisions and face entrepreneurial challenges with greater confidence. That solid foundation has supported me from the beginning and remains essential in my daily work.

What is the secret to being a good entrepreneur?

For me, the secret lies in persistence and hard work. Not giving up is crucial, but above all, entrepreneurship is a path for the strong and resilient. It requires the strength to keep going even when things get tough. Organization is also key—managing time and resources well, staying open to learning and adapting, and having a strong support network, because no one can do everything alone.

What sets your brand apart in the market?

The public response has been very positive, and that has been directly reflected in our brand’s growth. The company is expanding exponentially, and Mariaida Home is along with it. We’re strengthening our presence in high-purchasing-power markets such as Spain, the UK, Italy, France, the US, and Mexico. Since our start in 2023, our annual revenue grew over 290% by 2024. At our current pace, we expect to close 2025 at around €1.2 million, which represents over 380% growth compared to our first year.
What sets Mariaida apart is the combination of quality, thoughtful design, and attention to detail. We focus on products designed for a discerning audience that values functionality, aesthetics, and good taste. Our clients also appreciate a special level of care, and maintaining close relationships with them has been another factor that distinguishes us in the market.

“Entrepreneurship takes hard work, but it can also be very rewarding.”

What are your future plans?

Right now, our focus is on continuing to grow sustainably, consolidating Mariaida Home’s international presence through trade fairs to attract more clients, and strengthening our position in the upper-mid segment. We’re expanding our product range, with particular attention to our furniture line, and exploring new collaborations aligned with our positioning. In the future, I would like to invest in projects linked to sustainability and innovation, such as developing collections with eco-friendly materials. I also see potential in creating experiences that directly involve clients, like workshops or events related to design and lifestyle.

What advice would you give to a Management student at Católica who dreams of starting their own business?

First, I’d say: take full advantage of everything you learn at Católica and apply it in practice. If you have that desire, start as soon as possible, even if it’s small-scale or as a side project. There’s no perfect moment, and often, you learn more by doing than by planning. The most important thing is to be persistent, know how to listen, know how to adapt, and not be afraid of mistakes. And if it doesn’t work out, that’s okay, the experience is knowledge. Entrepreneurship takes hard work, but it can also be very rewarding.