"There Are No Working Hours at My Company, This Is How It Works": This Italian Influencer's Method Is Causing a Stir

Martina Strazzer is the CEO of Amabile, a company that rose to fame thanks to TikTok.

Amabile is a trendy Italian jewelry brand with simple cuts, small dimensions, and, above all, a marketing strategy exclusively based on social networks. The CEO and founder of Amabile is Martina Strazzer, a young Italian woman born in 2000, who is already making waves with her unique approach to running her company. In her latest TikTok video, she explained why her company has no set working hours.

Strazzer recently posted a video on TikTok in which she wrote: "When the average business owner thinks about running the business by punishing 2 minutes late... But you have proof that you work very well even without working hours."

She then explained how the working method operates in her company: "At Amabile, there are no working hours. The distribution of time is entirely in the hands of the employees. Let's take, for example, a 40-hour weekly contract. The only important thing is that the 40 hours are worked within the week."

Excluding the mandatory lunch break between 1:00 p.m. and 1:30 p.m., this system allows employees to distribute their workload throughout the week, achieving a more personalized balance between work and leisure. According to information from the Italian Chamber of Commerce, Amabile had a turnover of 3.2 million euros in 2022, a figure that seems to be on the rise as the brand gains popularity. The company currently has 38 employees.

Strazzer started by sharing her project on TikTok. She showcased the first jewels, the first sales, and the first employees. Strazzer is neither a goldsmith nor a designer; the jewels are made by her suppliers. The brand was launched in 2019 and is perhaps one of the biggest companies born on TikTok, at least in Italy.

Amabile's real asset is marketing. In addition to Strazzer, another key figure is Martina Gualandi, Amabile's social media manager. The brand strategy is based on several pillars: user loyalty, contests, personal stories of employees, and charity campaigns. The story of the workflow within Amabile is also linked to this narrative of an innovative and conscious company.