@thatsamore_pty
Antonella Jaimes is a young Venezuelan-Italian girl who currently resides in Panama. She recently began her business called That’s Amore, which sells sweet homemade goods. She has always had a passion for cooking and baking. Her family and friends “have always told [her] that [she] should start selling the stuff [she] make[s] because they are so good”. After seeing everyone during quarantine start to open up their brands, she got encouraged to go ahead and do the same.
The name That’s Amore came from the fact Antonella has always wanted to implement some part of her Italian heritage into her brand. She got inspired by a TikTok song that has this same phrase. It “reminded [her] of a cafe, where you would hear classical music”, which showcased the love-filled vibe she wanted her business to have. Her main goal with beginning this business was to “show authenticity and share more of [her] personality to those who do not know [her]”. For her food is what brings people together, no matter who you are or where you are from.
Antonella works alone most of the time, as she likes to be able to be on top of everything. She always prefers for things to be “calculated as it makes her feel she can control the production and make sure customers get the best”. However, she does attribute the good execution of the business to her mom, who takes over the if Antonella is out of town. Her family and friends have been a huge support system for her in helping her promote and take forward her business.
Like anyone who takes the task of beginning a business, Antonella has had some obstacles. Her main one has been her presence in social media. She explains that during quarantine things were simpler, but “right now Instagram has become a super difficult social network to glow up in as its strategy, algorithm, and look has changed a lot”. Apart from social media, she has also struggled with putting certain projects forward because of their level of difficulty. However, she learned to persevere and continue trying until she got exactly what she wanted.
For her, her recipes are what make That’s Amore stand out from other brands. All of them are 100% originally hers. She values the “authenticity that [her] brand brings to the public as [she] has created and personally modified everything”. She is passionate about sharing her work and creations with others. Cooking is like her escape from reality, and she wants people to be able to enjoy the amazing things that come from her spontaneity during those times.
This passion has inspired her to attend culinary school, and creating this business just confirmed that this is what she wanted to dedicate herself to. However “she would also like to be involved in something related to graphic design and use it to create stuff alongside her brand”.
For anyone hoping to start a business her piece of advice would be to “just lauch yourself to it and persevere as you go”. For her it is also important to be transparent and auntehtic with your brand. She hopes for her business to continue even after she leaves for college with the help of her mom, and for it to further expand.
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