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Kleber’s journey shows how brigadeiros sold on the street turned into a bustling confectionery, with strong delivery, a physical store, social media, and expansion plans for 2026
An entrepreneurial journey marked by charisma and persistence has gained prominence in São Paulo in recent years. In 2014, Kleber Adair Neves da Silva was 20 years old and sold brigadeiros on Augusta Street to supplement his income, while balancing his routine with a job at the city hall. A decade later, he runs Doces de Ouro, a confectionery located at the same address where he started, which today grosses R$ 2.5 million per year. The growth is notable because the store sees queues on Friday and Saturday nights, operating until 4 AM and attracting customers circulating in the area.
Street sales marked the brand’s beginning
The story began with brigadeiros sold directly to the public on Augusta Street, and thus, a personal approach played a decisive role in building the brand. Kleber states that he danced, joked, and did a kind of self-marketing to attract buyers. This strategy, he says, captivated people and also made his routine happier. During the day, the entrepreneur sold cake jars; at night, he returned to the streets with his brigadeiros, with the support of his mother, sister, and a friend. When he realized he was earning more from the sweets than from his fixed job, he decided to dedicate himself entirely to the business.
Pandemic paved the way for delivery
The turning point happened in 2020 when the pandemic closed bars in the region and reduced street traffic. The interruption of in-person sales could have halted the business, but Kleber migrated to delivery and found a new path for growth. In just 15 days, the operation grossed R$ 14 thousand. Four months later, monthly sales reached R$ 100 thousand, boosted by apps and social media. For the entrepreneur, delivery became a game-changer, as it would be impossible to sell the same volume on the streets as achieved through deliveries.
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Physical store consolidated Doces de Ouro
The increase in deliveries led Kleber to open a take-away model in Bela Vista, but Augusta Street remained the most symbolic address for the brand. In 2022, he inaugurated the physical store of Doces de Ouro at the old sales point, transforming the location into a reference for those seeking sweets during the early hours. The space began to concentrate most of the revenue and strengthened the confectionery’s presence in the region. Operating until 4 AM also brought the brand closer to the public leaving nightclubs and frequenting the neighborhood on weekends.
Menu reinforces confectionery’s identity
Doces de Ouro’s menu brings together classic brigadeiros and products that have gained strong appeal among customers. Highlights include the strawberry brigadeiro coxinha, the meringue cake, and the famous Matilda cake, inspired by the movie. This year, Kleber states that he made the recipes lighter and larger, arguing that customers deserve to eat better without skimping on portion sizes. This choice reinforces the confectionery’s identity and helps explain the queues forming at the store’s door.
Social media sustains growth
Social media continues to be one of the brand’s main pillars, as it was there that Kleber began to tell his story and expand the confectionery’s reach. Digital exposure attracted influencers, artists, and new customers to Doces de Ouro, strengthening the business’s image. Currently, the company has 15 employees and is preparing for a new phase of expansion. For 2026, the entrepreneur intends to renovate the store, open new units, and double revenue.
The future of Doces de Ouro
Kleber’s journey is remarkable because the business grew in the same place where it started. Before, he sold brigadeiros on Augusta Street to supplement his income; now, he sees queues at the door of his own confectionery. For the entrepreneur, returning to the same spot and finding customers waiting on the sidewalk is surreal. The story shows how charisma, adaptation, and digital presence helped transform a street sale into a millionaire brand.
How many businesses manage to return to their starting point and transform a sidewalk into a symbol of success?
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