For jewellers, TikTok is the new marketplace

She’s been called the new Chiara Ferragni and, in fact, the results achieved by the young TikTok-er Martina Strazzer with her budding brand of ‘empowerment jewellery’ Amabile would seem to indicate that it’s an apt comparison.

Her first items of jewellery were created during the pandemic in 2020 and launched on TikTok, which remains today the brand’s main communication channel.

In a very short time, Martina has managed to increase her number of followers and open her jewellery company, Amabile, converting her community of followers into customers.

Emotional marketing is the strategy adopted, i.e. direct engagement with customers via social networks. In fact, Amabile creates stories linked to the collections, which in turn create emotion-based reactions from customers. The customer feels like part of the collection story, of the office life and personal life of the young company founder. Engaging, not convincing: this is the key concept in Amabile’s social network strategy.

With 1.5 million followers on TikTok and over 700K on Instagram, Martina Strazzer and her team have taken a further step forward by deciding to bring their followers/customers (in virtual mode) into the company; thus the arrival of @Team_amabile on TikTok.

In 2022, Amabile had a turnover of 4 million euro with a forecast of 10 million for 2023. Currently, the company has a team of 40 collaborators, under the age of 30.