Jewelry brand Amabile doubles its physical presence in Italy. After the opening of its first store in Bologna, the start-up born on social networks is preparing to conquer the Lombard capital with its second official store, opened in a strategic location in the heart of Milan.
The opening in the historic center
The Milan store will be inaugurated on Saturday, November 22, 2025 at 20 Via Torino, just a few steps from the Duomo subway exit. This logistical choice is not random: the store, located just 50 meters from the stop, aims to intercept the large flow of visitors and residents who flock to the center.
But the brand’s expansion does not stop here. The Milanese opening will be anticipated by a temporary corner shop in Turin: the pop-up in the Piedmontese city’s Rinascente will kick off on November 18, 2025; recently the brand’s founder had also visited the Eternal City for the inauguration of the Roman corner active until January 12.
Martina Strazzer: Beyond E-commerce.
Founder and brand ambassador Martina Strazzer explained that the opening in Milan goes far beyond a simple business evolution. For her, putting down roots in the city center has inexplicable significance.
According to Strazzer, the initiative reflects a broader trend: society is showing a return to the need for physical experiences, tired of the virtual dimension alone. This transition from digital to retail has not been easy. Martina confessed that opening a physical store is comparable to “opening a new business” and is a personal challenge for her to “fight the fears” of jumping into the physical world.
“This time is not like five years ago,” Strazzer stressed, referring to the brand’s start in 2019, when the investment was small and the risk nonexistent. Today, the commitment is greater and the desire to offer a tangible experience is driving the change.
🎁 A Gift for Milan
On the occasion of the big Milanese step, Amabile will also launch a special piece: a piece of jewelry entirely dedicated to the city of Milan.
Details about the design and which iconic symbol of the city will be featured will be discovered on Martina’s social profile. In addition, she confirmed that Amabile will participate in Black Friday (usually Black Friday week is held on the last of November).