Ornella Auzino, the social voice of Made in Italy

 

Credit: Ornella Auzino 

 

When she started making videos on YouTube eleven years ago, Ornella Auzino never imagined that social media would completely change her life. Born in 1974, a true Neapolitan with manufacturing in her DNA - her parents founded the leather goods company that now bears her name - she grew up among artisans and machinery, learning early on to speak a language, that of Made in Italy, which is still too little known today. It is precisely this that made her famous on Instagram and TikTok, transforming her from a simple entrepreneur into a true point of reference for the sector, with a leather school and a new men’s bag brand, Auzino Napoli 1974, to her name.

 

Why did you start making videos on social media?
I started for fun, wanting to tell the story of a manufacturing district - the Neapolitan one - which until a few years ago was considered only a production hub for counterfeits. My goal was to fight prejudice and highlight the many virtuous realities in the area, including, of course, my own. What people don’t understand is that my social media work stems from my passion for the supply chain, but it’s also - and above all - part of a communication strategy. It’s a way of creating value around my personal brand, which has allowed me to connect with interesting and important figures in the industry and to diversify my business, from the Bag Academy leather and pattern-making school to the launch of my new line of bags.

 

Under your videos, there are many comments, some negative. How do you handle criticism?
Talking openly about the supply chain is a double-edged sword: on one hand, it puts you at the centre of an interesting conversation; on the other, it exposes you to constant criticism from haters and colleagues. The problem is that, especially in Italy, people tend to keep everything secret, following a very individualistic entrepreneurial mindset focused on doing things for oneself rather than for the community. And then there’s the issue of legality: talking about fair practices, fair pay and transparency makes those who don’t follow the rules uncomfortable, while also awakening “the people”, who sooner or later will rebel - as, in fact, is already happening.

 

Do you think social media can be a tool for change?
I think they can help us understand the industry better, both from the top and the bottom. And entrepreneurs often don’t realise how important it is to monitor them: you don’t necessarily need to be active, but at least start listening. Instagramand TikTok are a precious, free tool for market research; LinkedIn is perfect for networking. Underestimating social media means not understanding the present.

 

What should the supply chain do?
Tell its story. Promotion should be an integral part of the work. Of course, everyone should do it in their own language and with their own tools - we can’t all become content creators. But everyone can and should share their reality, because we all do similar things, and to stand out we must highlight what makes us unique.

 

And what makes you unique?
I believe it’s my ability to be inspired by everything and everyone, to listen, and then rework things into something personal. And also, the fact that I don’t compromise: I either do things my way or not at all. The truth is, I’m no longer afraid - to push myself further, to fail. I only regret not doing it sooner when I had the chance: I would have built stronger shoulders to face the crisis of recent years. And yet, I regret nothing. Today, I’m proud to say that I’ve transformed a subcontracting company that once lived only on commissions into a business with multiple assets, proving that diversification is a demanding path but one that brings great satisfaction in the long run. And beyond everything, there’s the most valuable thing of all - something truly priceless: freedom.