Veterans of industry

First-gen Brazilian-American Fernanda Gomes de Oliveira joined the Army right out of high school. She trained in South Carolina. Graduated 42A. And barely had time to take a deep breath before she was deployed to Germany and Afghanistan during Operation Enduring Freedom.

So much of who she is now was shaped during those years. Her role as an HR specialist in a war zone taught her discipline and how to manage stress and focus on priorities. Fernanda recalls that it was also “the beginning of business” for her—without her even knowing it. She learned how to understand finances, and the importance of processes and protocols. She also observed other women in leadership roles. So, when she decided to set up a business with her family—Terra Beauty—there was no question in her mind that it’d be a roaring success.

After serving her country, Fernanda joined a branding agency that specializes in conceptualizing consumer products. With no marketing experience, she began as a receptionist, took college classes at night, and worked her way up to agency director. She says, “It was a happy accident that I ended up there after the Army. It really helped open my eyes that it’s not just about having a good idea; you need to plan properly and be persistent with it.” She also learned to survey the competition, to better understand “your own little fingerprint” and what makes your brand unique and authentic.

But military experience and branding prowess were far from the only skill sets the Gomes family had in their repertoire. From mother Angela Dondoni Gomes to sisters Luana Gomes Cunha and Jasmine Gomes Martins, they each brought their own superpower to the table.

The female- and minority-owned business launched in 2016 from the same place as so many other American success stories: Mom’s garage. Fernanda says, “We started out with beauty bars because that was the product my mom saw her mom make growing up. Her family made their own soap for everything, from washing your face to your hair, to washing your pets, dishes, and laundry!”

They started by selling their beauty bars, which are all 100% plant-based, vegan, and manufactured in the U.S., at farmers markets in South Florida. As demand grew, they moved their business from their home into a snug 300-square-foot studio space. From there, they eventually expanded to a larger office and broadened their product range with oils, toners, and water-activated skincare. It was in 2019, when they launched their nail care line, that the business really took off. Then the retail world changed in an instant.

As their pivot gained traction, the final hurdle they had to overcome was learning how to make deliveries. They were set up to make a small number of high-volume wholesale deliveries but now had to post individual packages out to satisfy thousands of orders. For a small team of five, it was a serious logistical challenge.

However, their relationship with FedEx meant Terra could confidently give their customers accurate shipping time frames to build brand loyalty, while the tools FedEx offers to support small businesses helped on the administration side. “We use the FedEx platform for everything: for the bill of lading, all the documentation. Because when we haven’t, we’ve run into numerous problems. Packages not getting there, taxes being charged that should have been charged to us. So that’s really the biggest thing, using the tools that you’re given,” says Jasmine.

Fernanda was thrilled to be a 2022 grand-prize winner, but it was the additional prize she received for being a veteran-owned business that meant the most to her. She wishes all veterans could be similarly rewarded for their service.

So what’s her advice for veterans who want to follow her path?

Take advantage of U.S. Department of Veteran’s Affairs resources. They offer helpful programs and summits tailored specifically for veterans. She also suggests joining USAA. As a 15-year member, she recalls how important it was that she was able to purchase personal insurance and have access to other benefits and resources soon after she left the military.