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It all started because I wanted to create a product accessible to all women, versatile, cool and trendy. My deepest interest was and still is to be esteemed for the experiences and realities that have made me the woman I am. I wanted to create products that in some way did not annihilate the possibilities of each individual but that would give added value to the thousand personalities.
Before telling you about Label Rose, we need to take a leap into the past, because what I am today is the result of an infinite series of experiences that have characterized my path ...
1995 - A Dream Begins
I was born in Naples, a city that has always inspired me and that gave me the roots from which I began to pursue my dreams.
2000-2005 - Little Designer
I was small and chubby when I was 5 years old and played in the style office, at the time my father owned a large clothing company. The toys did not attract me enough, I much preferred the company with its thousand offices, I preferred to bother the employees with curious questions, but among all the offices the one that captured my attention the most was definitely the one dedicated to style and the creation of prototypes. I felt at home in that magical place where, after a long process, the drawings became reality and made so many women beautiful: infinite fabrics, buttons, samples, colored pencils, drawings, all this was pure magic for me who despite my tender age had fun pretending to be an acclaimed designer. I carried out my homework rigorously during recess to have some free time to spend in the company.
2005-2010 - From Dance Dreams to Reality
At 15, I moved to Rome to study at the National Academy of Dance. It was a passion I had since I was little, and it pushed me to leave my city, family and friends to follow that dream. At 16, I moved to Dresden to continue my studies and get a "Bachelor of Art". After three years, I started working as a semi-solo dancer in the Czech Republic. But at 19, I felt it was time to stop and think about what I really wanted from life.
I took up my first passion again: fashion, which despite everything I had never abandoned. At the same time I began to fill my social void by hanging out with new people: I noticed that the wealthy girls I went out with all had extremely expensive designer bags... "Did those bags identify a certain social class?" I asked myself. "Why should a bag be able to label a girl or a woman?"
I wanted to be considered not for the obvious logo on my bag but for the fullness of my personality, for the experiences I had lived, for my ideas! At the same time, I wanted to show that I could dress coolly but with clothes and accessories within my financial reach. I realized that there were no stores that sold a line of trendy bags and accessories accessible to everyone, and I imagined the dissatisfaction of many girls and women in my same situation.
2012 - The Birth of Label Rose: My Journey into Fashion Begins
Out of the blue, I decided to leave everything behind and go back to studying, to experience things I hadn’t yet lived, to start building social relationships, but most of all, to reconnect with my first passion: fashion.
Back in Italy, I chose to focus on fashion and launch my own brand, Label Rose. I wanted to create a brand that spoke to women—something accessible, yet trendy. The name "Label Rose" captures exactly that: a pink label, a symbol of femininity and elegance. It was the beginning of an adventure that would change my life. Of course, leaving dance behind was a long and carefully considered decision, but to this day, I’ve never regretted the choice I made.
2015 - The First Collection and Physical Stores
In 2015, I finally launched my first handbag collection (at the time, made from genuine leather) and began opening my first physical stores. It was thrilling to see my dream taking shape, but it wasn’t easy. Every step required sacrifice, dedication, and a lot of passion.
March 2020 - The Crisis: The Pandemic and Store Closures
Then, in March 2020, the pandemic hit. The world came to a halt, and it felt like the beginning of the end for us. At that point, we had 18 physical stores, but the uncertainty of the situation truly put us to the test. I found myself reflecting on how we could survive such a difficult time.
May 2020 – Reinvention: The Launch of the E-Commerce
In the meantime, I had completed my degree in International Business Management and started studying marketing, sponsorship, and advertising. In May 2020, despite the crisis, I decided to launch the e-commerce. It was a decisive move that changed everything. The online store became our lifeline, and from there, we managed to recover.
Reopening and New Focus: A Shift Towards Online Sales
When the stores reopened, I decided to reduce the number of locations, keeping only 5 out of the 18 we had. During that period, 80% of our sales came from the online store—this made me realize we had found our path.
End of 2020 – A New Beginning: Profits, Growth, and Social Media Success
By the end of 2020, I had reached around 70,000 followers on social media—a channel that became essential for spreading the word about Label Rose and connecting with women who believed in our vision.
From September/October 2020, the company’s profits were no longer just used to cover expenses, but also to reinvest and grow the brand. It was a deeply fulfilling moment, where I saw the results of all the work we had done become real.
2025 – Label Rose: The Success of Digital Transformation
Now, after a long and winding journey, I can proudly say that Label Rose is primarily an online brand. We sell through our e-commerce site, retailers, and pop-up events. Our revenue has grown thanks to our resilience and ability to reinvent ourselves. In February 2025, we reached 500,000 followers on Instagram—a milestone that makes me extremely proud.
Believing in Yourself: The Power of Embracing Change
I am incredibly proud of what I’ve built and the results I’ve achieved. The journey hasn’t been easy, but I never gave up. I’ve felt fear, I’ve had doubts, but I always followed my heart. Today, I can say that every sacrifice has been worth it. And I want to send a message to all women who are afraid of change: always believe in yourselves. Dreams do come true, even when the path seems difficult.
Today I can say I am proud of the results achieved, proud of having faced numerous battles alongside my family, proud of having first obtained a diploma, then a degree in International Business Management, proud of this brand and of the team that over time has helped me develop the idea of a young woman. Obviously the path has been, and still is, long and tortuous, but on the other hand the most difficult challenges are always the most satisfying. This also wants to be a message of encouragement to all those women who are afraid of change: really listen to yourselves, deeply, and give voice to what you feel and want, even if it is not what the outside world would like from you, even if the path to achieve it is difficult, because that is how dreams come true. I was the first to be afraid of disappointing many people by leaving dance because in everyone's imagination I was the "ballerina"; many times I thought about the infinite sacrifices I made during my journey and I asked myself: "What are you doing, throwing everything away? Do you really want to leave your career as a dancer to have an uncertain future? How will you go to university if you left school at 16?" and then again "Will you be able to manage a company? How will you study and at the same time carry on your project?". No matter how many questions I had, I never stopped believing in myself and in my abilities , giving little weight to the opinions of others but following only and exclusively my heart and my instinct.
So believe in yourself, always!
If there is one thing I have understood, it is that it is not so much “how quickly you reach your goals” but rather how you manage to do it. Today our company has almost 20 employees, mainly women under 30 and over 100 resellers in Europe. I say “our company” because the whole Team works closely together driven by a common goal.
