Amabile Jewels, the second part of the investigation is online: here's what it says

The case Lovely has become the subject of public attention in recent months. The jewelry brand founded by Martina Strazzer it developed on social networks, building a very large community through a storytelling focused on values ​​of inclusion and closeness to people.

As reported by Charlotte Matteini In his first investigation published on Substack, stories behind this image emerged that raised questions.
The journalist told the story of Sara, a young woman hired during her pregnancy and then left without a job.

With the new investigation, entitled “The Other Side of Amabile”Matteini brings to light further elements that, in his opinion, call into question the company's official narrative.

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The second part of the investigation if Amabile

♬ original sound – Charlotte Matteini

What was the first investigation into Amabile about?

In his first investigation, Charlotte Matteini he reconstructed the story of Sara, a worker hired by Lovely while she was already pregnant. According to the journalist, the hiring was presented publicly by the company as a virtuous example of support for motherhood, with posts and content shared on social.

Always according to Matteini's story, at the end of Sara's contract there would not have been a renewal, despite the widespread narrative suggesting she had been stabilized. The story, as described by the journalist, generated widespread attention because it highlighted the gap between external communication and the actual consequences for the employee.

@chamatteini

A few months ago, Martina Strazzer shared that she had hired a woman who was four months pregnant. What happened to Sara eight months after Martina's highly publicized announcement? I'll tell you all about it in the newsletter.

♬ original sound – Charlotte Matteini

What are the new findings of the second investigation?

At the beginning of his new investigation, Charlotte Matteini clarifies some key points. The journalist reiterates several times that the decision to Lovely and Martina Strazzer not to renew the contract Sara were legitimate e legal. The real issue at the centre of the investigative work, according to Matteini, does not therefore concern the legal correctness of that choice, but the possible phenomenon of purpose washing, or the promotion of ethical and social values as a marketing lever without adequate confirmation of the facts.

To carry out his analysis, Matteini states that he relied on hundreds of pages of documentation, among which chamber of commerce certificates, balance sheets, OSINT analysis, Besides direct testimonials and internal videos of the company. The centrality of the emotional storytelling in the success of Lovely, as publicly acknowledged by the founder herself.

The key theme: purpose washing

As reported by Charlotte Matteini, the central point of his investigation is the possible appeal by Lovely al purpose washingThis expression refers to a practice that consists of using values ethical o social as a tool of marketing and sale, but without a coherent concrete feedback in business activities.

In the case of Lovely, the journalist underlines how the success of the brand was built from the beginning on a emotional storytelling which focused on themes such as inclusion, closeness to people e transparency. Precisely for this reason, observes Matteini, it becomes crucial to verify the real consistency between the narrative promoted on social media and the practices actually adopted by the company.

The narrative of "opening with 300 euros"

One of the most used narrative elements by Martina Strazzer it concerns the story of theAmabile opening for just 300 euros, a story made popular by a video on TikTok that surpassed 7 million views. According to what has been reconstructed by Charlotte Matteini, this episode represents an example of storytelling with a strong emotional impact, capable of generating significant media attention and consolidating the brand's image as a "grassroots" success story.

Matteini observes however that making people believe that they can start a business precious metal jewelry with a capital of a few hundred euros it would be inaccurate, since opening a business of this type involves bureaucratic and tax costs which far exceed that figure. The journalist points out that this would therefore be a story itinerary, capable of attracting the public's interest but poorly suited to the real complexity of creating a brand in this sector.

Sales freeze, corporate history, and compliance requirements for precious metals

According to the documents cited by Charlotte Matteini, Lovely Jewels It was born as an idea in 2019, while the official registration as individual enterprise It dates back to July 2020, with the main activity of "retail sale of clothing and costume jewelry via the Internet”. At this stage, the same Martina Strazzer he says he initially sold jewelry handcrafted products made in Italy, to then move on to a mixed production: on the one hand Italian artisanal, on the other foreign industrial, in particular in Thailand for earrings, due to the growth in volumes.

In January 2022 is formed Amabile Srl, with the main activity of "e-commerce retail of precious objectsAccording to legislation, who sells or imports precious metal jewelry must register at Register of Assignees of Identification Marks both at Chamber of Commerce. Matteini underlines that, from the historical company register, the registration of Lovely it would only have happened on 12 May 2023, with trademark assignment on 16 May 2023.

This timing, according to the journalist, raises numerous questions regarding previous public statements, in which Strazzer had spoken of jewelry imports from abroad as early as 2021.

Sales halt for April-May 2023

At the beginning of April 2023 the site of Lovely suddenly showed all the products as sold outOn social media, several users began to wonder if there was a problem, while the same Martina Strazzer, in some stories on Instagram, explained that he had to face a lawsuit and to have followed the lawyer's advice to put in stop the entire site until the matter was resolved. However, no details were provided regarding the actual nature of the dispute.

The site became operational again on 19 May 2023, after nearly two months of lockdown. The journalist Charlotte Matteini emphasizes that the reopening coincides in a almost perfect with the date of theassignment of the precious metal identification mark by the Chamber of Commerce (16 May 2023).

From here arise the questions highlighted by Matteini: What really happened between April and May 2023?
And why did the registration take place? only in that period, despite previous public statements indicating that jewelry had been imported from abroad for years?

Charity and transparency operations: three cases

The Didié Collection (2022)

According to the reconstruction of Charlotte Matteini, the collection "Didié Collection” was promoted with the promise that “By purchasing a jewel you will contribute to the projectThe journalist underlines, however, that no information was provided need on percentages, methods or amounts allocated to the initiative. Matteini documents that the December 13, 2022 a was carried out2.000 euro donation in favor of the Didié owner's association, but highlights how the critical point was not the amount itself, but the lack of communication transparency.

Harmful Love (2023)

The collection "Harmful Love” was launched on November 20, 2023, in conjunction with the femicide of Giulia Cecchettin, generating a wave of controversy on social media. According to Matteini, the communication initially did not mention any charitable purpose, but only after the criticism was there talk of a donation: initially "part of the proceeds", then "100% of the proceeds”. In an interview with Wild Lucarelli, Strazzer stated that he had donated “just over 80.000 euro” to the association Women's House Against Violence (ODV) of ModenaThe same association confirmed to Matteini the receipt of the sum, divided into three tranches between the end of 2023 and the beginning of 2024, without however specifying the exact amount or the precise dates.

Mental Health (2022)

Another initiative, launched at the beginning 2022 and restocked until June, it was presented as a project to support the mental healthAccording to Matteini, there are no clear references to donations on the website or in any promotional materials that remain online. Several users, however, have recalled in the past that the founder had stated in a video (no longer available) that the donation was not made for bureaucratic problems. Matteini also reports that, in August 2025, from Strazzer's social profiles would have been about twenty videos deleted, as documented by analyses of Socialblade, including content related to this collection.

The internal situation of employees: turnover, contracts and safety

Staff turnover

In a public interview, Martina Strazzer had declared that in Lovely il turnover it were "minimum minimum minimum”. According to the calculations obtained from Charlotte Matteini based on the available data, the real incidence would instead be closer to 20 %, a percentage that would contradict the image projected by the founder. Furthermore, in the testimonies collected by the journalist, several former employees reported being excluded without even the chance to say goodbye to their colleagues at the end of their experience.

Employment contracts

Always according to Matteini, in 2022 contracts of this type were proposed intermittent (called “on call”), without availability allowance and with an hourly wage of approximately 8,50 euros gross, in addition to additional accruals. This type of contract, designed to manage temporary peaks, would have been used during the busiest months, particularly during the Christmas period, consistent with the type of contract.
Some testimonies collected by the journalist report that at that time the work pace would have been very intense, with hundreds of orders to be fulfilled in a few hours and limited training.

Safety and operating conditions

Matteini also reports having viewed internal videos relating to the warehouse of the old headquarters. After the analysis of a workplace safety expert, the journalist highlights a series of critical issues: unanchored shelving, lack of capacity signs, warehouse overload of cardboard boxes with fire risk, apparent absence of fire prevention systems, transit routes obstructed.

Furthermore, in the videos, some workers were filmed while manually carrying heavy boxes up narrow stairs and without personal protective equipment, in conditions deemed potentially dangerous. dangerous from the expert cited by Matteini.

Transparency, standards and regulatory precedents

Secondo Charlotte Matteini, one of the main issues that emerged concerns the lack of transparency in the public communication of some charitable initiatives and in internal corporate dynamics. The journalist draws attention to the fact that, when a brand builds its success on a value-based storytelling, it becomes essential to ensure maximum clarity regarding one's concrete actions.

To strengthen this analysis, Matteini also cites previous regulators which show how the issue of transparency is considered crucial by the supervisory authorities. For example, the case in which theCompetition and Market Authority (AGCM) he sanctioned Giorgio Armani SpA e GA Operations SpA with a fine of 3,5 million euro for ethical statements deemed deceptive. Even though it is a completely different context from that of Amabile, the journalist highlights the importance of the principle: to convey values ethical as a marketing lever it can be considered problematic if not supported by adequate consistency in fact.