Sônia Regina Hess de Souza is the 6th daughter of a family of 16 children and her parents are the founders of the Dudalina company. From her mother Adelina, she inherited her daring, visionary and entrepreneurial character, and from her father Duda, she inherited confidence, charisma, a capacity for leadership and making friends and the certainty that life is meaningful if it is profound and generous.

Sônia began her story in the small city of Luiz Alves in the countryside of Santa Catarina, a southern Brazilian State, where she was born. Her professional experience began early, working in the retail stores of the family in Balneário Camboriú (SC). The will to go further led her to Spain, where she undertook an apprenticeship in the largest shirt factory at the time, specializing in garment making. Upon return, she was invited to work in Minas Gerais. In 1984, she was invited by her brothers and sisters to administrate the company office in São Paulo. Her routine included weekly trips to Blumenau, the city of the company’s main office, and visits to customers throughout Brazil and abroad, where she also participated in trade fairs and performed market research.

In 2003 she was elected by the Administrative Council to assume the role of President of Dudalina, a position she has occupied until now.

Under her command are more than 1200 employees active in a complex of three factories in Santa Catarina and one in Parana. Of the total number of employees, 70% are women, producing clothing for men.

Average production of the company is 3 million pieces, among which shirts, pants and knitwear. The brands Dudalina, Individual and Base are responsible for more than 60% of the production. In addition, the company undertakes private label projects for clients like Brooksfield, Zara, and others. Dudalina is responsible for 50% of Brazilian exports in male shirt manufacturing.

Among her accomplishments, Sônia was nominated for the Veuve Clicquot Award for Businesswoman (2005), was twice elected Entrepreneurial Leader of Santa Catarina by the Gazeta Mercantil (2005 and 2008), earned the Prêmio Cláudia (Claudia Award) in the business category (2005), was elected Sales Personality of the ADVB/SC (2006) and was finalist in the Female Entrepreneurial Leader Award promoted by the LIDE (2008).

In addition to her dedication to Dudalina, Sônia is part of the Socio-Economic Development Council of the President of the Republic, of the Broad Council, and of the Superior Consulting Council of the Government of Santa Catarina (Consult). She is part of the Curator Council of the Dom Cabral Foundation, is Vice President Counselor of the ABIT, is a member of the LIDE group – Entrepreneurial Leaders and is currently President of the LIDEM Group – Group of Women Entrepreneurial Leaders.