Taking Amatua to Munich

Our first Fashion Week experience — and the story behind our trip from Berlin to Munich.

Munich Fashion Week Market · 7–9 August 2026 · Munich Marriott Hotel

It started with a Facebook post.

We have to admit it: we don't spend much time on Facebook.

But one day, while scrolling through a community for female entrepreneurs, I came across a post looking for brands and makers to join the Munich Fashion Week Market, a market focused on fashion and accessories. Our first thought was simply: How cool would it be to take Amatua to an event like this?

Not just another market, but Munich. Fashion Week. A new city. A completely new audience. So we applied.

A few days later, we received a positive response. And suddenly, it was happening.

From Berlin to Munich

This was our first event outside Berlin, so there was definitely a mix of excitement and “okay... let's figure this out.” We had around three weeks to prepare.

One of the requirements was to showcase the story behind the products and the process behind them, and honestly, this was something we were excited about. We love being able to show that behind a pair of earrings there is much more than the final object.

There is an idea, sketches, experiments, materials, colours, prototypes, mistakes and many hours of making.

We had done something similar when we launched our first jewelry collection, (im)perfection, so this time the challenge was different: How do you tell all of that story in one small space?

From material to finished piece

Since the event was focused on fashion and accessories, earrings were at the heart of our display. But we didn't want people to see only the finished pieces.

We wanted them to look closer: to touch the material, see the terrazzo chips, explore a 3D-printed model, watch parts of the process and understand that each piece starts long before it becomes an earring.

The final setup brought together the collections, our story, the material and different stages of the creative process.

One of our favourite moments happened when someone from another brand stopped for quite a while to look at everything and told us: “For me, this is the perfect setup.”

That meant a lot. Not because everything had to be perfect, but because it confirmed something we had hoped for: the story was visible.

And then, people started discovering Amatua.

One of the questions we heard most was: “What is this made of?”

Most people had never heard of Jesmonite before, so that opened the door to exactly the kind of conversations we love having: we talked about the material, the process, the different finishes and how we make each piece by hand.

We heard things like:

“Oh, they're not heavy!"

“It feels so smooth"

And, probably one of our favourites:

“It's difficult to choose. I like several."

Finding the people who connect with the pieces

We also noticed something interesting… The people who had a more creative, expressive personal style seemed to connect with the earrings almost immediately.

One woman tried on two different pairs. One was more elegant, the other more playful. She looked at us and said:

“If I'm at a design event, I'm taking the more creative one. Something with more design, something more fun.”

Another woman arrived wearing an incredibly creative outfit, spotted the Musa earrings and immediately said:

“I want these. I love them!”

Those moments made us think about something important: the right audience isn't necessarily everyone. It's the people who see themselves in the design, the ones who enjoy colour, creativity and pieces that have a little more personality. And that's something we want to keep exploring.

It wasn't all what we expected.

We also want to be honest about this part. The event had less foot traffic than we had anticipated, and our sales were below what we had hoped for. It was disappointing.

But the experience gave us something beyond the numbers… We met new people, gained new followers, grew our community, connected with a couple of potential partners and even met a young designer who was interested in what we were doing. More importantly, we learned.

More importantly, we came home with a lot to think about: how to communicate Amatua better, how to listen better, how to identify the people who truly connect with our designs, and how to make the most of an experience like this beyond those three days.

A little further than where we started

Standing there on the first day, looking at our finished setup, we couldn't help but think about our very first market.

We thought about how we used to display our products, how the brand looked back then, how much we've learned and how much has changed — while knowing there's still so much we're figuring out. That was probably one of the biggest feelings of the weekend: pride.

Not because everything went exactly as planned, but because we could actually see the evolution. We had taken Amatua from our little world in Berlin and brought it to a new city, a new audience and a new environment. And there we were.

A moment we didn't want to take for granted

There was another part of the weekend that had very little to do with sales, but meant a lot to us.

Standing among fashion, accessories, photographers and so many beautiful independent brands, seeing Amatua there among them felt honestly a little surreal. Fashion isn't necessarily where we're trying to take Amatua. We're not building a luxury or trend-driven fashion brand. But design has always been a part of who we are.

Long before Amatua, we were two cousins who loved taking pictures, cutting out magazine pages, playing with ideas and imagining ourselves as designers. So, at some point during the weekend, we looked at each other and thought: How did we end up here?

If someone had described this moment to us fifteen years ago, we probably wouldn't have believed them. And that was something we didn't want to take for granted.

Even with all the uncertainty, the expectations, the numbers and everything we still have to figure out, there was something incredibly exciting about simply being there. For a moment, it felt like one of those little dreams from when we were younger had quietly found its way into our present. And that was pretty special.

So, what does Munich mean for Amatua?

For us, Munich was about deciding and trying. About saying yes before knowing exactly how everything would turn out. About travelling somewhere we had never been before, taking Amatua with us and simply seeing what would happen.

The experience reminded us that growth takes time, that not every step will look the way we imagined, and that there is always something to learn along the way. But perhaps most importantly, it reminded us why we started creating in the first place — and how special it feels to see something we once only imagined becoming part of our reality.

Munich didn't give us all the answers. But it gave us new questions, new connections and a little more confidence to keep creating and finding our way.

And now, we're excited to see where Amatua takes us next.