“I don’t see how you can’t see the effects of global warming”
Nichols student launches business with Brazilian twist
North Buffalo senior selling mystical bracelets to help save rain forests
A 17-year-old North Buffalo youth is doing his part to preserve the Brazilian rain forests and sharpen his own entrepreneurial skills — all with the help of a centuries-old mystical tradition known for granting individuals three wishes.
Will Gisel, a senior at Nichols School, along with an older cousin from Denver, have started a business selling Brazilets — short for Brazilian bracelets.
The Brazilets, from the mystical city of Bahia, Brazil, are approximately 18 inches long, available in 13 colors and made of a thin, ribbon-like material.
The bracelets are considered to be a fashion accessory with an added spiritual significance. Anyone who buys or is given a Brazilet is supposed to wrap it around the wrist and tie it with three knots for three wishes.
Legend has it that when the material dissolves naturally and falls off, the three wishes will be granted.
“Kids think it’s cool how they dissolve,” Will said. “And if they’re on the fence [about making a purchase], the charity is the extra push that gets them to buy them.”
How long does each bracelet last? It depends on the person wearing it, but Will still has a tattered one from June 2007 on his wrist.
Brazilets have several selling points: the concept of the three wishes, the fashionable look , the bracelet trend popularized by Lance Armstrong’s LiveStrong Foundation — and the larger environmental cause.
Will and his 26-year-old cousin Kael Robinson have pledged to donate a portion of their proceeds to Plant a Billion Trees, a Nature Conservancy project committed to planting a billion trees in the Brazilian rain forest.
“This affects everyone,” Will said. “I don’t see how you can’t see the effects of global warming. . . . I didn’t really think much about the environment before. This causes me to think about it. It’s one of the biggest problems that we have.”
Will isn’t kidding about donating a “portion” of the proceeds. He’s sold slightly more than $1,000 worth of Brazilets, and he’s donated 100 percent of his take to the conservancy project.
The Brazilets have been selling for $4 at Firebrand, an Elmwood Avenue store, and through the company’s Web site, www.brazilets.com.
Will and his cousin hatched the idea for the business at a family wedding during the summer of 2007, after the cousin, a fashion entrepreneur, had bought some bracelets in Brazil and sold them to her friends. The cousins immediately realized the bracelets’ selling points.
Although he’s just 17, Will, a budding businessman, sees a lot of growth potential in Brazilets. He and his cousin have talked about the possibility of making the colorful bracelets staples in airport and hotel gift shops, and perhaps in gift bags given to out-of-town wedding guests.
“I think it’s going to take a while, but I think it could be a profitable corporation,” he said. “Our goal is to be a partner with The Nature Conservancy.”
Will and his cousin have been helped by his father, William G. Gisel Jr., president and chief executive officer of Rich Products, who has served as a key consultant to the young executives.
Will, who plans to study business at one of the six colleges he’s applied to, believes the lessons he’s learning from his fledgling company will help him later in life.
“I’m pretty proud of this whole thing, knowing that at 17 I’m moving in the right direction for the rest of my life,” he said. “And I’m helping with the biggest problem we face.”
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