Many fashion brands founded in Florence are world renowned,
sought after and exclusively available in this area. In fact, “Made in Italy”
alone suggests quality, craftsmanship and elegance in all that bears the label.
Despite the prestigious distinction, even this phenomenon cannot withstand
volatile economic conditions and the forever-evolving business practices
without some reinforcement. Just as the Renaissance shed some well-needed light
on the outdated medieval paintings and lifestyle, this new transparency era has
opened the blinds on outdated business processes, marketing techniques and
manufacturing policies. There has been a shift from a blindly hooked consumer
to an aware and outspoken one, a satisfied and qualified employee to an
individually ambitious one, minuscule costs to outsourcing costs, big profits
to bigger socially responsible ones, and strategic management to creative
leadership.
“Money Wall” in Florence
During my stay in Italy, I had the pleasure of meeting and
picking the brilliant brains of two very unique, passionate, and courageous
entrepreneurs (small business owners), Sara Amrhein and Elisabetta Renzoni.
Both women have distinct backgrounds, business models and byproducts of their
innate talents. I was so impressed with their designs, drawn to their tenacity
and moved by their passion; I knew I had to share each of their unique stories.
SARA AMRHEIN
Sara’s studio is a comfortable artistic playhouse where the only thing brighter
than the aura around her as she talks about her art is the playfully colored
jewelry she creates with polymer clay showcased throughout her space. I met
Sara the day I visited her studio regarding an internship opportunity she
posted online. The second I walked in, I was in awe at how the simplicity of
the white walls are accented by the beautiful artwork and jewelry she creates.
A few weeks later, I had the opportunity to sit down with her over some
espresso in her studio where I picked her brain and was moved by her story.
Sara next to her contemporary jewelry collection.
Sara completed her formal education at University of
California, Santa Barbara where she majored in art history and spent a quarter
abroad in Florence. Having grown up in a household where creativity, art and
fashion exploration were encouraged by her mother, Sara acknowledged that being
surrounded by the Renaissance masterpieces in Florence felt like home. The
young artist knew she had to pack her bags and say arrivaderci to Los
Angeles only one month after her graduation. Fast-forward 14 years, Sara is
sitting in her lovely studio, creating beautiful jewelry and artwork and
networking with other great artists and designers scattered throughout this
creative region of Tuscany.
Sara’s first entrepreneurial endeavor was in high school
selling bracelets and necklaces to classmates. Now, she sells directly out of
her studio, partners with Etsy.com and works with two local concept stores to
sell her wonderfully crafted and unique products. Sara’s biggest challenges
during the first year of opening her studio were marketing and increasing brand
awareness. “Selling your product just doesn’t happen overnight. You don’t just
open your door and automatically people are rushing in and buying everything
off your shelves,” she says. I wonder “how couldn’t they?” Her necklaces are
aesthetically daring, colorfully welcoming and make their presence felt in an
effortlessly flawless way. Who would be bold enough to wear these statement
pieces? “Somebody who is after something different, always going to make a
statement,” she says. “Somebody cultured and willing to seek out the handmade.”
Sara brings a flavorful product to the market, satisfying
niche consumer needs by simply exercising her innate ability to create. Check
out her website and enjoy the sight of her inimitable accessories yourself! http://www.sara-amrhein.com/.
FLO Concept Store
My Fashion Entrepreneurship class of eight was surrounded by
the blue-green fluid walls and custom clothing of Flo, a concept store boutique
founded by Elisabetta Renzoni. Elisabetta, president of Flo,
gracefully shared her entrepreneurial journey before store opening hours one
Thursday morning, keeping all us students engaged and enthused with ears and
eyes wide open. Her chic and welcoming demeanor coupled with her warm tone
complimented the Flo philosophy of “quality and ethics traveling on the same track
without sacrificing elegance.”
Elisabetta Renzoni, President of Flo Concept Store
Elisabetta shared a little bit about the business model and
vision of the Flo Concept Store. Flo is founded on unique products and social
responsibility based on concepts such as solidarity, sustainability and
awareness. This organization grants disadvantaged and distressed individuals
the opportunity to work or design products which are then sold in store.
Elisabetta acknowledged that this socially aware model was inspired by Nobel
Peace Prize winner Professor Muhammad Yunus, the “Banker to the Poor,” a Bangladesh
social entrepreneur who has established the Grameen Bank providing business
loans to aspiring entrepreneurs with little to no collateral while teaching
these clients basic financial principals to get their business up and running.
Elisabetta is a professional, inspiring and brilliant
business woman who sees the talent in people and strives to bring out the best
in them, while making a profit and sharing a beautifully crafted product with
the excited end consumer. For more information on the Flo Concept Store and to
check out the one-of-a-kind assortment of products, visithttp://www.flo-firenze.org/.
Without a doubt, Sara and Elisabetta have given Made in
Italy a completely new meaning. The poise, dedication and pure joy these
two women radiate is both admirable and hopeful. By dedicating this post to the
2014 graduates, I want to leave you all with one message: Whether you want to
open your own business, work for your dream company, save the world one city at
a time, or still have no idea, I hope these two stories fueled your passion,
motivated you to execute and be the driving force behind your OWN defined
success.