It is worn by everyday women as well as by the elite: Mélanie Laurent, Amel Bent, Tiphaine Auzière have all fallen for this neo-Aquitaine label. Accompanied by her mother, the businesswoman began the adventure without wanting to, or even believing in it. Exclusively for the Journal des Femmes, she shares her story.
At a time when entrepreneurship is the Holy Grail of a generation in search of social success displayed on Instagramshe had launched her jewelry house several years ago, without ever making a big deal about it. However, she would have every right to do so: the entrepreneur has achieved the feat of going from €150,000 to €45 million in turnover. Discreet despite a success that could go to her head, she has come a long way since her university years: her brand is today a leader in her world according to Kolsquare.
It all starts in his teenage bedroom. Passionate about jewelry but with little money to satisfy her good taste, Amaya makes do. “I liked buying jewelry but I didn’t have any money. So I made it mostly for myself at first. I started DIYing things and selling them on the side; at neighbors’ houses, on the beach. It was just a hobby that made a little pocket money.” A passion that she does not plan to transform into a business, far from it. What she wants is “doing law, be judged”. But over the course of key meetings, his small makeshift workshop transforms into the immense brandAmaya Workshop. Nearly 80 stores under its belt, and an equally promising future with London in its sights.
The heart of this enduring adventure? The human. The friends who turn into supporters; early customers who open their address books to make the young label known. “When I was a student, my friends started telling me ‘we’re going to do private sales to see what it’s like’. I made it on the weekend and it worked well. DFrom private sale to private sale, I always had another person to make, a new sale.”
Novice in itinerant sales, she moved to markets and garage sales. If it doesn’t explode the figures, they make it known to prospects. “I started going to markets and garage sales in Cap Ferret and Hossegor. Once, I didn’t sell anything. Except to a lady.” But all it takes is THE right person to change everything: “she made me a sale and opened her entire address book to me.” Word of mouth expands its clientele and store openings keep coming. “During my studies, I opened a small shop in 2009 which served as a workshop. Afterwards, it never stopped. One shop per year at the beginning, even more… Until 2019, we had 8.”
His mother joins the adventure 6 months after the beginning. “She was always manual. She loved sewing. She made the pouches.” The personalization of jewelry being at the heart of the DNA, “it was my mother who engraved by hand” at first.
A mother-daughter success story that is being written today as a family. At the age of 8, 7 and 4 ½, Amaya’s children often share their opinions: “They gave me ideas. They were in store last week and they told me ‘you should put your photo a little, some videos, explain the brand.’ They made me laugh.”
What’s next? “In 2-3 years, we would like Spain or Italy.” And always this desire “that every woman can find her way there. It doesn’t matter if she is big or small.”
