Words: Cláudia Pinto
Photo: Frederico Martins
Woman, mother, grandmother, businesswoman, volunteer, entrepreneur, association member, leader. Ana Maria Vasconcelos wears many hats, and no doubt plays a different role in the lives of everyone she meets. In all of them, she is an inexhaustible source of inspiration.
At the helm of Belcinto for more than 50 years, a leading company in the production of leather goods, Ana Maria Vasconcelos is one of the most prominent figures in the industry.
Q: What does ‘know-how’ mean to you?
A: It is knowledge, technical skill and the ability to pass that legacy on to others who work with us.
Q: How do you implement that at Belcinto?
A: First, through direct communication — teaching how things are done, how to overcome challenges, placing the person themselves at the heart of the solution. Then through a strong focus on personal and team development.
Q: What is it like to lead a company with so much history in an ever-changing sector?
A: It certainly doesn’t happen overnight. We keep alive the legacy that was passed down to us, maintaining business ethics and integrity in our dealings with partners, while accepting that we go through moments of change, where we remain focused and agile, but stay on course without running over others.
Q: What did you try to preserve, and what did you want to change when you took control of the company?
A: We kept the ethics that define us and the assurance of the sustainability of our products. At the same time, I wanted to open up to new markets and business models, to strengthen relationships with international clients — standing behind both sales and production: in other words, promoting a vertically integrated service. This built a reputation for being a reliable and responsible company, positioned in the mid- to high-end market, offering innovative solutions, fostering partnerships that create value for clients, and working collaboratively with the rest of the sector to reach larger markets and larger clients.
Q: What is the biggest challenge today in maintaining a brand rooted in time, material and craftsmanship?
A: First and foremost, it’s about preserving the ethics and purpose that define us in a market with no clear rules. Continuing to make long-term choices instead of going after quick wins, refusing to adopt an “every man for himself” attitude. Continuing to produce and care for the products we put on the market. Communicating the reasoning behind our decisions. Investing in the training that underpins the craftsmanship that defines our products — making use of the experience of the older generation, and teaching the younger one.
Q: What would you like your legacy to be?
A: The one my father left me. Honesty, integrity, competence, and a sector united by best practices.
Q: When you joined Belcinto, did being a woman affect how you were seen?
A: Without a doubt. At the time, women had no voice: they were seen but not heard. In fact, even today, in some departments, we are still not respected as women. For example, when discussing mechanical details with a mechanic. We always have to earn respect through knowledge and by demonstrating it.
Q: What kind of leadership do you strive for — and how does it differ from what you saw before?
A: I don’t consider myself a great leader, because I’m quite individualistic. But when I want to bring about change, I stand beside people — not above them. I explain how and why, show the benefit and the result. Those are the techniques I use most often.
Q: Which women have inspired you? And which women do you hope to inspire?
A: The women who inspire me most are those I work with every day, and who do tough jobs honestly with dedication, while taking care of their families, and who are still thankful every day. I hope to inspire the women I work with to be independent, to be restless in a way that stops them from settling for what they have now, and to seek happiness every day, whatever their role. To find their life’s purpose and have the courage to make a change when things aren’t right.
