Martina Strazzer: "My journey with Amabile" Interview with the content creator and founder of the jewelry brand
The first time I met Martina Strazzer was in downtown Milan. We had a coffee together and chatted a bit, starting from her jewelry brand, Amabile. Inevitably, our conversation broadened. We talked about the latest trends (Labubu, first and foremost), the mysterious and unpredictable power of TikTok, and digital marketing. When we later scheduled an interview at our office, I found exactly the same Martina Strazzer I had met a few weeks earlier. Quick-witted and sharp, with a clear vision of the future despite her young age. It only felt natural to dive deeper.
Interview with Martina Strazzer
The first question concerns her early days on social media, specifically on TikTok. "TikTok is the most powerful tool our generation has—or had in 2020," she begins, and it feels like we never stopped talking. "When I started posting content there, I had only one goal: to make Amabile work on the smallest possible budget. I picked it after assessing all the available tools because it best matched my needs at that time. It’s still one of our main channels for sharing information and connecting with our community." A deliberate choice, then. Success was not guaranteed—but it came. "After about a year, I had built a strong community. I shared everything, every second of my day, but there was a specific moment when I started focusing only on the business, or better, my everyday life as an entrepreneur. That’s what engaged people, probably because they felt like they were witnessing the beginning of a story with no pre-written ending." And the rest is history: "The more the audience responded, the more sales grew, and the more products went viral. That’s when I realized something was really happening."
In short, a shift in perspective led to growth, but it all started with a story, Martina Strazzer’s story, which she still shares today through her products, never losing touch with her ever-growing community. "To stay close to my community, I use two main strategies: first, I share everything that happens from a business point of view. Second, I try to always invent something new: new initiatives, new reasons to interact with people, and that’s something I love. I wouldn’t feel like myself if I had a one-way channel, just broadcasting information." Among the initiatives that bridge the online and offline worlds, we must mention Amabiland, the festival held on July 12–13 at Complesso Zeno in Ercolano, Naples. A large-scale event with music, activities, and fun, designed to immerse the audience in the Amabile universe while also supporting local businesses. In this context, nss edicola couldn’t be left out, with a special T-shirt created for the occasion.
Of course, part of the package is bringing behind-the-scenes content to those who can’t be there, in a constant dialogue between virtual and real. Just like with the opening of the Amabile store in Bologna, the first and, at the moment, only one in Italy. "Going offline was emotionally challenging for me," Martina confesses. "It was a complex, demanding moment. Most brands are focusing on digitization, and here we are doing the exact opposite. I feel like I’m swimming upstream, and I often wonder if it’s the right decision. But I truly believe it’s a necessary step for us because being born fully online, we built a relationship with our customers that’s 100% virtual. We want to put down roots, and the feedback has been amazing. The Bologna store is very popular and brings us a lot of satisfaction."
Truthfully, the entire brand is thriving. It has grown a lot. "It’s been an incredible journey, full of challenges," she says. "I started running a business at 20, I was basically a kid. Earning respect and dignity in the entrepreneurial world, which can be so hard to navigate, wasn’t easy. But I believe that if you stay focused on your goals and keep pushing, it’s possible. Even as a young woman. Over time, Amabile has gone through many transformations. We started with a few items, and now we have entire themed collections." The latest of these is Safari, just in time for summer.
As the company grew, so did the team: "In 2021 I was alone, now we’re over 40 people," Martina admits. "At first, the team felt like a family. Then we expanded, and inevitably, my role had to evolve. But I try to maintain a human approach with everyone in the company. I want to earn their trust, to let them know what I think and hope. I hope they know they can rely on me and that I’ll do everything I can to meet their needs. I try to foster a soft culture, one that’s responsive to people’s needs, mistakes, and struggles. I try to create a peaceful environment. It’s not always easy to stay light and carefree, but we do our best," she concludes with a smile.
The final question is more personal, touching on the multiple identities of Martina Strazzer: content creator, entrepreneur, but above all, a person. How does she protect herself on social media? How does she separate these spheres, and where is the boundary? "The Martina on social media and the Martina entrepreneur are exactly the same person," she replies. "In the end, what I share online is my daily work life. It’s all about the business. The filter, the boundary, comes between that version of me and the more personal Martina, because that part is a bit different," she continues. "I try to enjoy time with friends and family, to maintain a grounded and human routine. I try to keep my work time separate from when I’m a partner, daughter, sister, or friend and in doing so, I protect those moments. That’s why I rarely share private aspects of my life online. And I try - not always successfully - not to bring work home. For example, the weekend is my sacred time. But in the end, all those parts are still part of me."
