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After several Pop-Up Tours organized around Italy and the 1st store in Bologna, Amabile put down roots in the Eternal City. The jewelry brand was officially launched with e-commerce in 2020, but the idea was born in 2019, when Martina Strazzer was still a university student and posting videos on TikTok, she herself on her social channels often told the story of the brand.
Martina, from what she said, started the business with a very small budget, designing the first pieces of jewelry and contacting goldsmith workshops to produce small samples. At first, she produced the pieces only to order. The brand’s success is linked to her skillful use of social media (Instagram and especially TikTok), where Martina has become her own brand ambassador, chronicling her daily life and the company’s growth.
Amabile offers jewelry, often in 925 Sterling Silver, characterized by a style that over the years has featured Strazzer, who in each of her videos shows how to “dress up” her ears with her earrings.
Amabile’s Roman store
After an initially digital-only identity, Amabile opened its first physical store in Bologna and now the second will be in Rome, inside La Rinascente on Via del Tritone (floor -1). The corner shop will be inaugurated on October 15, 2025, from 5 to 7 p.m., in the presence of Martina herself.
Amabile’s new fall collection “Amaryllis,” coming out on October 15 itself, will then be available for purchase in person (not just online): there will be three symbols in the jewelry: flower, butterfly, and “falling leaves” (as the creator called them). For those who will be present at the unveiling, there will be a gift. In the different Instagram stories, in fact, Martina wrote that she will leave a gift for those who come; she did not add any further information about it, so we do not know if it is a material good, a discount, or something else.