Mattia Cerrito and Sara Di Sturco have launched the Aratism brand, a line of jewelery sold through an online shop. The Aratism site lasted a few days, then was closed after criticism from many users. We have reconstructed the case.
Mattia Cerritoborn in 1990. Sara Di Sturcoborn in 1997. Both have a decent background on the web. Years of videos, wavering careers and in the last few months one new phase of popularity linked to their couple, especially on TikTok. 1.1 million followers him, 4.5 million followers she. Here they mostly publish vlogsvideos in which they talk about their days. The cringe effect works a little, Cerrito is 36 years old, Di Sturco has two children and a marriage behind him. At least he no longer shows his children’s faces, but that’s another chapter. Yet the videos they post together seem like those of a couple of kids who have just met. Or at least, these are the criticisms that we read in many comments. The latest case that concerns them, however, goes beyond social gossip. Di Sturco and Cerrito have launched their jewelery brand: Aratism. Yes, it’s made up of the letters of their names.
Hence the chaos. If you are looking Aratism on Google you will no longer find an active site. Just a blank page where you can leave an email to be notified if the site returns. Not only that. It’s difficult to find the videos where present their jewels to the public. Within a few hours of the first contents on Aratism, a lot of criticism arrived. According to the surviving screenshots the jewels were sold for figures that vary between 40 and 80 euros. And so far nothing strange. However, several users began to report that very similar jewels could be found at a few euros on AliExpressChinese e-commerce certainly not known for the quality of its goods.
It’s not the first time that an influencer has launched a jewelry brand. Chiara Ferragni it led the way but then we saw many who threw themselves into the same business. The sister Valentina Ferragni he followed her. Let’s remove from the deck Martina Strazzerwhich started on social media directly with the idea of launching a brand. The process is known: it is acquired popularity on social mediaa community is created and at that point we try to convert theattention of that community in sales. The point, however, is always to choose the right product. A creator who deals with video games would hardly sell body creams with his name. In this sector the champions are i Me Against YouLuigi Calagna and Sofia Scalia. They are creators who deal with children’s content and have licensed their trademark for any product dedicated to children: from school supplies to toys, through umbrellas, watches, brushes, scooters and balls.
The video of the Cinica Beautician on the 3 million losses is a format that we will see very often
Where the jewelry comes from: Polish retailer Elementownia
Now, the problem is complex. It is not possible to ascertain whether Aratism jewelry is the same as AliExpressalso because in the past several testimonies have been recorded from artisans, perhaps with an online shop, who declared that they had found objects with designs created by them for sale on AliExpress. In this case however Cerrito and Di Sturco they did not physically create the jewels and, according to their statements, they didn’t even draw them. More simply they went to a wholesale retailer to choose the pieces with which to compose their collection and then sell it to their communities. In a video published on Sara Di Sturco’s YouTube channel, the two, defending themselves from the accusation of fraud, explained that they had purchased their products from a Polish retailer. Specifically, the reference site is Elementownia.pl.
We did some checking. The site exists and makes it available a lot of material. Di Sturco and Cerrito explain that they physically went to the Elementownia headquarters in Poland, it could be the Warsaw store. At this point they have chosen the jewels to sell on their site. Based on the material provided by Di Sturco and Cerrito it therefore seems difficult for the products to arrive from AliExpress but some doubts remain about the prices.
Let’s just take a pendant. On the Elementownia.pl website you can buy what Sara Di Sturco calls “Balloon Dog”a pendant with a design that poorly resembles the works of Jeff Koons. On the Aratism website with the code LOVE 03 that pendant mounted on a chain was sold for around 45 euros. Without a chain, a pendant with a very similar design (we do not exclude that the site has premium lines with different materials) is sold by Elementownia.pl for 15 Polish zlotys. The equivalent of 3.45 euros. Even including shipping, marketing and site maintenance costs, if the jewel were the same the profit margin would be considerable.
