From public approval to crisis: what the Amabile case teaches us about reputation management

The jewelry brand Amabile, founded by Martina Strazzer, has become the subject of intense public debate. What was intended as a beacon of empowerment and inclusivity has spiraled into a complex reputational crisis.

It all started with a post celebrating the hiring of a pregnant employee on a fixed-term contract. The message portrayed Amabile as an inclusive employer, and the initial reaction was positive, with high engagement and enthusiastic comments.

The tide turned when the employee, Sara, later revealed on social media that her contract had not been renewed, despite earlier reassurances and promises of benefits. Her testimony went viral, transforming the brand’s “progressive employer branding” into a full-blown reputational scandal.

Martina Strazzer adopted an unconventional strategy: she maintained digital silence on her personal channels and delegated communication to the corporate profiles. The brand later stated that the non-renewal was due to “complex internal matters” and reiterated that inclusion remains a core value for the brand and its identity.

The fallout for Amabile was immediate, with the brand losing 8,000 followers in four days. Although its revenue remains strong (€7.5 million in 2024), the case demonstrates that in the social-first economy, a brand’s value is measured by the alignment between its actions and public perception, not just by its financial performance.

The lesson is clear: a brand’s reputation is a strategic asset. Products and financial results aren’t enough; consistency, transparency, and credibility are essential at every touchpoint. Brands that can integrate operational decisions with communication are better equipped to handle crises, protect trust, and achieve long-term growth.

Mediability  closely follows developments in the world of brand reputation and social media communication. To learn more about strategies, case studies, and practical advice, follow our agency’s blog or contact us to find out more about our services in this area!