ORIGINATOR
Carmen Fiorito started sharing her work in her father’s phone shop on TikTok, and in a short time, the videos in which she changed protective films on smartphones with an unusual and engaging style went viral (one of them reached over 470 million views). Thanks to her success on TikTok, she helped her family expand their business, hire staff and open new shops in different Italian cities. New Martina has now become a leading brand in electronic device protection, recognized for its high-quality products and attentive, efficient customer service. Trusted by celebrities from film, television, sports, music and mostly normal people, New Martina has become a beloved brand with over 10 million followers on TikTok, a loyal global community, drawn to its innovation, attention to detail and unwavering customer service.
What does it mean to be recognized on the Discover List?
I am so proud and honored to be nominated as an Originator! TikTok was the platform where everything started for me in 2023, and even today, it continues to give me so much satisfaction as I grow my company even more. TikTok has made my company what it is today, changing my company for the better, allowing me to reach millions of people and, above all, to open many stores throughout Italy.
Who is an entrepreneur, brand, or business that you look up to?
My favorite brand is Apple, along with Steve Jobs. I absolutely love their way of communicating and marketing, as well as their consistently innovative and original products.
Describe yourself in three words.
Courageous, ambitious, stubborn.
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