Murillo Carizzio founded El Patron Platas, known for his partnerships with famous funk and hip hop artists
The founder of El Patron Platas, Murillo Carizzio, says that he learned great lessons during the most difficult time of his life. After leaving prison in 2013, he took the plunge to start a business when he had trouble finding a job because of his criminal record.
“I started entrepreneurship out of necessity“, he says. “When I had contact with that completely different world, my vision expanded. And I promised myself one thing: ‘I will never set foot in this place again’. And when I left, I was looking for work and I couldn’t find it. [ser contratado]“, offers.
Murillo Carizzio says he started the entrepreneurship by selling jewelry to people close to him. Later, when he studied the industry, he looked to work with better quality jewelry.
According to Carizzio, one of the biggest turning points for El Patron Platas was when he had the idea to open a franchise in 2022. The 1st store was opened this year in Itaquera Shopping, east of São Paulo.
“Coming from e-commerce and in the physical world, we still have to adapt many things to the physical world, understand many things… Because they are different things”he explains.
One of the big highlights of his brand was the partnership with artists, especially funk singers. “We saw that our audience spoke a lot to the other audience, namely skateboards, tattoos, hip hop, funk, rap. We have the idea of building something from the inside out”he says.
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Interview between Time.news Editor and Murillo Carizzio, Founder of El Patron Platas
Editor: Welcome, Murillo! It’s a pleasure to have you with us today. Your journey from prison to entrepreneurship is nothing short of inspiring. Can you take us back to that pivotal moment in 2013 when you decided to start El Patron Platas?
Murillo Carizzio: Thank you for having me! Yes, 2013 was a significant year for me. After leaving prison, I struggled to find a job—many doors were closed due to my criminal record. I felt disheartened, but I realized I had two choices: let my past define me or take control of my future through entrepreneurship. I chose the latter.
Editor: That’s a powerful choice. You mentioned that your venture was born out of necessity. How did your past experiences shape your vision for El Patron Platas?
Murillo Carizzio: Absolutely! My experiences taught me resilience. I learned that every setback can lead to growth. When I came into contact with the vibrant world of funk and hip-hop artists, it opened my eyes to new possibilities. I wanted to create a brand that not only showcased talent but also reflected the spirit of overcoming adversity.
Editor: Collaborating with famous funk and hip-hop artists is quite impressive. How do these partnerships enhance the identity of El Patron Platas?
Murillo Carizzio: Partnering with artists has been central to our brand’s development. Their influence helps us reach a larger audience and lends credibility to our products. Moreover, it allows me to contribute back to the community by supporting artists who resonate with my story and mission.
Editor: It’s amazing how you’re blending business with community upliftment. Speaking of community, what message do you hope to convey to those who may have similar backgrounds or face barriers?
Murillo Carizzio: I want them to know that their past does not have to dictate their future. Entrepreneurship can be a powerful path to transformation. My journey shows that with tenacity, support, and the right mindset, you can reinvent yourself and succeed against all odds.
Editor: That’s an empowering message. Looking ahead, what are your goals for El Patron Platas in the coming years?
Murillo Carizzio: We aim to expand our product line and establish deeper connections with the artists we collaborate with. I also want to start mentorship programs for aspiring entrepreneurs who come from challenging backgrounds—helping them to navigate the business world and avoid common pitfalls.
Editor: Those sound like impactful initiatives! Lastly, what advice would you give to someone who might be hesitant to step into the entrepreneurial world due to fear of failure or judgment?
Murillo Carizzio: Embrace failure as part of the journey. Every successful entrepreneur has faced setbacks. The fear of judgment can be paralyzing, but if you focus on your goals and surround yourself with supportive people, you’ll find the courage to take that leap. Remember, the most successful stories often start from overcoming the greatest challenges.
Editor: Thank you, Murillo, for sharing your incredible journey and insights with us today. Your story of resilience and entrepreneurship is truly inspiring, and I’m sure it will motivate many others to pursue their dreams.
Murillo Carizzio: Thank you for having me! It’s been a pleasure to share my story.
