Armazém is a relatively old word in the Portuguese language. Although it has had many incarnations throughout history, it mainly referred to general stores – mostly family owned businesses. These Mom and Pop stores were nothing close to high-end, however, they offered a combination of convenience, knowledge, and a local vibe – giving customers the friendly and reassuring feel of a small-town business. This is why they were so loved.

Nowadays, Armazém is used to describe boutiques, specifically in Brazil. These are not your typical shops, which tend to be run-of-the-mill, corporate-like machines, where one day you speak with an employee, knowing you will most likely not see or hear from the same person again. Instead, they are dynamic and innovative, excelling to show something different. They understand that luxury is a lot more about the experience rather than the product itself – this is the connection with the old Armazems.