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Empowering Women

Não Era Amor (It Wasn't Love)

"There are many definitions of what love is. In books, on records, in films, in stories ... Each one tells us and sings a different version to us. The truth is that love really comes in many forms, but abuse is definitely not one of them.” Polly Abreu, Founder of Não Era Amor  


Did you know, according the the UN, 1 in 3 women and girls experience physical or sexual violence in their lifetime, most frequently by an intimate partner? Or that since the outbreak of COVID-19, emerging data shows an increase in calls to domestic violence helplines in many countries? 

We need to help change this! That is why From Belo is spreading positive impact and supporting women within the community of our artisans in Brazil who are or have already gone through abusive relationships. 

We are partnering up with an amazing organization called Não Era Amor, headed by the boss lady and TEDx speaker Polly Abreu. They are a non-profit organization that specializes in supporting women who experience the feelings that are part of the psychological effects of abuse such as guilt, fear, shame and mental confusion. All of this in a careful process that will give them the necessary tools to go through this whole process felling embraced and safe.


How are we going to support them? 

We designed cosmetic bags in partnership with Não Era Amor. They are made with recycled plastic bottles and fabric offcuts rescued from landfill.

Every cosmetic bag sold provides training of psychologists who work in some of the most marginalised communities in Brazil. Your purchase will have the power to give strength and support for women to heal.

What does the symbol in our cosmetic bags mean?

Kintsugi ( "golden joinery"), also known as kintsukuroi ("golden repair"), is the Japanese art of repairing broken pottery by mending the areas of breakage with gold, silver or platinum. As a philosophy, it treats breakage and repair as part of the history of an object, rather than something to disguise. So the whole concept is for women to feel proud and stronger after what they've been through instead of ashamed. 

Text says: "Abuse is not love. You are not alone." Photo taken as part of an awareness campaign made by Não Era Amor in the city of Rio de Janeiro, Brazil.

Who are the people behind Não Era Amor?


From left to right: Fábio Iannini - Psychotherapist and Teacher • Paula Meira - Psychotherapist and Teacher • Melissa Santana - Family Lawyer • Clara Tannure - Graphic Designer • Pollyanna Abreu Founder and Psychotherapist • Mariana Nunes - Executive Director • Laís Pereira - psychotherapist, teacher • Mariana Bília - Psychotherapist and Supervisor • Thay Tannure - Copywriter 


Polly Abreu

Psychologist, specialist in behavioral analytical clinic and TEDx Speaker. She founded Não Era Amor in July 2018, after years of seeing close women in abusive relationships. Não Era Amor is her biggest dream and aims to impact women from all walks of life, wherever they are.

Paula Meira

Paula is a psychologist specializing in behavioral therapy. She is extremely proud to be part of the team and the history of Não Era Amor since February 2019. At Não Era Amor, gives psychological assistance and workshops to the community. What inspires her most is to wake up every morning and be dedicated to this work of  helping, embracing and celebrating victories of women in need. 

Melissa Santana

Melissa is a lawyer specialized in Family Law and works with a focus on women's rights. She is responsible for all the legal content of Não Era Amor and believes that her role as a legal professional is to bring access to justice to the weakest parties, fighting abusive relationships through feminist advocacy and sharing legal information in an easy way to understand.

Clara Tannure 

Clara Tannure is a designer and publicist. In addition to working in the area of ​​graphic creation, she is also a singer. Mineira was born in Belo Horizonte, where she works and resides, she is 25 years old. With a strong personality, Clara is engaged in the fight for women's rights and in the LGBT cause. Responsible for the visual identity and creative sector of Não Era Amor, she believes that communication is more effective when it is visual.

Mariana Mesanelli

Mariana has a Master's degree in Social Innovation and Entrepreneurship and develops projects aimed at social entrepreneurship in several countries. She is Global Coordinator of New Projects for Impact Hub and serves as Strategic Consultant for Não Era Amor. Mariana saw up close the impact that Não Era Amor had on the life of a friend who was experiencing abusive relationships. She lives in London, but has a heart in Brazil. 

Thay Tanure

Thay is a journalist and copywriter. At Não Era Amor, she writes and is responsible for the production of content on the blog.

A woman alone has power; collectively we have impact <3

With love,  

Char and Maria 

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