About us

Created in 2004 and led by journalist Sônia Maia, ToBeTupi has showcased in the UK unique works hand made by some of the most passionate and finest Brazilian artists, designers and artisans. There is a very individual, richly mixed cultural heritage in each artefact.

At the heart of ToBeTupi's philosophy is a determination to value culture over super profits. The direct link between the company and producers is paramount - just as the artists respect the integrity of their raw material so ToBeTupi respects their creative vision and hard work.

ToBeTupi believes in the principle of ownership of one's work and of creating meaningful choices. ToBeTupi believes that the end of greed; the sharing of the world's wealth; and the growth of equalitarianism and solidarity are essential in achieving the change needed for preserving the world's cultural heritage and environment. And we believe that, notwithstanding certain challenges, Brazil can contribute to the making of a new world through its most important asset - its people and art.

That is what ToBeTupi's passion is all about - the Brazilian spirited, sparkling, bold-hearted people.

Click here to read our full mission statement.

We invite you to navigate around this site and enjoy the artists and artisan's beauties.

The name

The name ToBeTupi was suggested by Arnaldo Dias Baptista, former leader of internationally acclaimed Brazilian 1960-70's rock/pop band Os Mutantes. In Brazil, Arnaldo's music and lyrics (both solo and with the Mutantes) has been inspiring almost four generations of rock and pop artists. Arnaldo loves Beatles and Shakespeare and word-playing with both has been part of his poetry for a long time.

We are proud to have Arnaldo as the first member of our Honourable Advisory Board alongside with so many others.

Tupi was one of the largest Brazilian indigenous nations before the arrival of the Portuguese in 1500. Tupi has been influencing Brazilian identity and language ever since. Oswald de Andrade was the first poet to mix Shakespeare with the Tupi language. He raised the provocative question 'Tupi or not Tupi' during the Brazilian Modernist movement, which started in the 1920's.

Thank You!

Since its very start, ToBeTupi has been counting on the precious support, sponsorship, partnership and volunteer work of various organisations, companies, professionals and friends. Sonia would like to acknowledge her respect and thanks to them all and could add many mores, as the list grows daily. Thank you!

Organisations, Companies and Projects (UK): Brindisa Spanish Foods; Brazilian Embassy - London; Banco do Brasil - London; Brazil Connections; Brazilian Connections; BrazilianArtists.net; Dirt Cafe; Guanabara; IPE (Institute for Ecological Research); Eyemyweb.Com; Jungle Drums; La Fromagerie; Leros magazine; Maison159; Neo Swimwear, Potassium Store.

Professionals (UK): Alex Bellos (support); Andrea Amaral (business support); Astrid Barney (business support and design adviser); Brigitte Istim (business Support); Camila Trajber (graphic design and adviser); Claire Hartten (Dirt Café); Claudia Rodrigues (event organiser); Elcio Carriço (photography); Heloisa Martins (business support); Jonathan Essex (business support); Gizane Campos (business support); Lilian Fantinatti (business support); Karim Labak (business support and adviser); Luciana Pavan (business support); Marcella Haddad (photographer); Marina Michalski (business support); Maurizina Silva (business support); Moddy Maundu (business support); Patricia Michelson (business support and adviser); Mona Delgado Pascual (business and design); Monika Linton (business support and adviser)and Tina Hutson (web developer).

Professionals (Brasil): ): Andrea Peçanha (IPE, business support); Cristina Ramalho (business support and text); Nelcy Del Grossi (HeadEnd Media, PR Support, São Paulo city); Sergio Ignacio and Cristina Toletti (X-Press Assessoria em Comunicação, PR Support, São Paulo city); Selma Coelho (Photography and Business Support, Recife city); Suzana Rodrigues (BioJoias, business support).

Volunteers (UK and Brasil): Ana Lucia Fanstone (business support); Ana Maria Cavalcanti (support Brasil); Ann Mcdermott (business support); Arnaldo Fioretto (business support); Ellie Dell'Agglio (business and fairs); Erika Martins Behrmann (business support), Fernando Kehrle (Support, Recife city); Geoff Rankin (business management, logistics and accounts management); Lidia Smoleanschi (business support); Merce Lopez (business support); Neide Alves (business support); Patta Binder (business support); Rita Szerman (business support); Walquiria Moura (business support).

Models: Ananda Szerman; Eva Morley; Erin Morley; João Dear; Lucas Gabriel Oliveira; Sarah Alves; Tamsin-Lilly Morley, Walber de Souza and Zeca Haddad Carriço.

Special Thanks: Geoff Rankin, for all his impossible to fully list support; Sergio Ignacio, for his PR support in São Paulo city; Tina Leme and Zilda de Aguiar Leme for their partnership in the beginning of ToBeTupi and Yara Rosa Maia for her support in Brazil and unconditional love since I was born.

Thanks to all support received from so many others - a list which would be impossible to build as it grows every day.

Thanks to all our partners, acknowledge in their own pages.

Thanks to all friends that believed and contributed to this project to make it happen.