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S. LinzSabine Linz has a degree in communications and a marketing / PR manager. She worked at Siemens or Frauenhofer before she founded the online jeweler Amoonìc. Sabine Linz has been firmly established in PR and marketing for over 10 years. At Siemens, she worked as a Marketing Communication Consultant in the Mobility department in the communications department, mainly for the management board level. She was responsible for developing the topic of "Speakers Placement". “Speaker Placement” included the identification and preparation of potential events to position the top management of the division with regard to the messages of Siemens AG. She developed a marketing strategy for the positioning of top managers in the market at Siemens Mobility, managed it centrally and successfully built it up in the Siemens Mobility division. At the Fraunhofer Institute for Integrated Circuits, she worked as a marketing and event manager in the audio and multimedia division. In addition to being responsible for organizing trade fairs, she presented and marketed the latest technologies worldwide. Today, Sabine Linz is managing director and head of the communications department at Amoonìc, an online jeweler for customizable real jewelry. More information at All texts by Sabine Linz.

Job profile! eCommerce entrepreneur: Individual mass design

How do women do on the Internet independent and are you also funded by the Federal Ministry of Economics and Technology for a technology-oriented idea? A founder report:

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Friendship becomes a plan for self-employment

Olga Dick and I met at Siemens AG at a marketing seminar in the headquarters at Wittelsbacher Platz. At the time we were both working hard at Siemens and Frauenhofer in the Nuremberg area.

Soon afterwards, an intimate friendship developed. From the very beginning, the common dream has made us independent. At a dinner in a nice round, Olga asked me privately whether I would like to take the step into the independence with her. After a moment's reflection, I was determined to agree.

In addition to the job to work out the first concept

In addition to our professions, we met regularly to do a first Concept ABC School Joke Oud elaborate. After a year, Amoonìc already existed firmly in our heads and a first concept was also created on paper. The name Amoonìc stands for the love of the unique and is a combination of the words "Amore" and "unique".

With Amoonìc, we wanted to create an online platform that allows real-life customization to suit their own needs. Studies have shown that the trend is more and more of nothing, but something individual and personal to buy.

The idea: Mass customization for real jewelery

Our customers can choose from a large portfolio of individual design jewelry and adapt it to their taste by selecting the desired precious metal and the precious gemstone.

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After receipt of the order, the piece of jewelery is produced for the customer as a one-off “on demand” within approx. 3 weeks. There were already many mass customization platforms, only for real jewelry the market was still empty.

Women self-employed in the network?

It may still be rare today for women to become self-employed on the Internet, but I can recommend it to everyone and I also feel that more and more women are trusting. It is worth to prove courage.

I also think of a nice quote from Walt Disney that I love and that confirms my actions: "If you can dream it, you can do it". I've learned and experienced an incredible amount in the past three years and I'm happier than ever.

A decision with heart blood and passion

Olga and I have great plans and will do everything we can to achieve this. We are passionate and passionate for Amoonìc and have never regretted our decision.

We had the idea for our business to offer individual real-life snacks on the net, but what we still lacked was a competent start-up team who helped us with our creative ideas.

A harmonious team had top priority

For me, who had switched to the Fraunhofer Institute in the meantime, it was of the utmost importance a harmonious and above all competent Team to find. In terms of the working atmosphere, Fraunhofer was the perfect example for me that I wanted to follow.

It was also crucial for Olga to find the right people to start a stable society. As a supplement to us, Olga as SEO / SEA manager and me as a PR and marketing expert, clearly missing a programmer and an expert in the jewelry industry.

From the team came the idea to start up the foundation

After numerous discussions, seminars and events, we have found Michael Niqué, our current programmer and Andreas Schiffmann, goldsmith champion and certified gemmologists. The team was thus complete.

After the team was complete, we really wanted to start. Our programmer Michael pointed out to us that our idea is so innovative that we opted for EXIST apply should.

What is EXIST?

After getting the commitment to the Exist Founder Scholarship, we did not hesitate for a long time: I quit a few days later and together we focused on preparing Amoonìc for the online journey.

The EXIST Founder Fellowship is a funding program of the Federal Ministry of Economics and Technology and is co-financed by the European Social Fund.

A total of three people can receive the scholarship for one year and receive a monthly gross 2000 Euro. In addition, material and coaching fees are to be used for the technological elaboration of the concept and the structure of the company.

Who can get EXIST?

There are a few requirements to be met. Fundamentally, it is important to have a university degree, not to have left university for more than 5 years, and to have an innovative and technology-oriented idea.

The tip of Michael we noticed immediately. After we Mrs. Prof. Dr. Kathrin Möslein from the University of Erlangen as a mentor, we wrote a sketch of the idea and submitted it to the project sponsor.

A dream becomes true

For us it was clearthat we will 100% realize our dream if the scholarship is approved. I still remember the day we found out that EXIST would be approved.

At that time, I called the project sponsor from my office at Fraunhofer during my lunch break. To be timely cancel to be able to, I had to call and was of course super excited. The man on the phone understood and pulled out the application documents.

The tears ran down my cheeks

After hours he was back on the phone and said the application was approved. I was in tears for joy. As much as I loved my job, I was all the happier to start my own business and concentrate completely on Amoonìc.

When I called Olga to tell her the decision, we were not in a position to talk to each other. She just screamed and I was crying. After an hour, we were able to talk to each other to look forward to our common future.

Decisive: the product presentation

Technically, we had to organize our e-commerce platform so that customers could choose from a variety of custom jewelry designs and customize them to their personal needs through the selection of precious metals and gemstones.

For each configuration, the user will be shown the matching product images in photorealistic quality.

How is the order?

After the order has been received, the piece of jewelery is produced for the customer "on demand". This means that storage can be dispensed with, as Amoonìc sells virtual products that are only produced after the order has been received.

The platform is based on Magento software. It is an open source framework for the development of e-commerce systems. Magento is available as both commercial licensable software and Opensource E-Commerce Edition, which Amoonìc uses.

Magento as an open source eCommerce system

Magento is currently the most comprehensive system with the largest user or developer community among the eCommerce systems available as open source variants.

Due to the large developer community, there is a lot of information about the system and a large number of ready-made modules that can be used and used, for example, for payment processing or for the integration of sales vouchers.

Product presentation with individualized CAD and rendering systems

The Amoonìc product presentations are generated using CAD and rendering systems, and we have incorporated these programs into a custom rendering automation system.

We have tailored the system to meet the needs of our customers in order to quickly create designer jewelery in a top image quality.

How Exist helped us

EXIST enabled us to build the Amoonìc company and go online with 2011 in October. Our head office is in Nuremberg. With EXIST, it has been possible to finance three people for one year who have been able to work full-time with Amoonìc, and that's a lot of value.

We owe a lot to EXIST and can recommend anyone who has an innovative and technically oriented idea to apply for the scholarship. Today Amoonìc is one year old and we are proud of what we have achieved so far.

A dream becomes true

We were able to realize our dream, build up an extensive product portfolio, rent a nice office, win great employees (such as our diploma jewelry designer Silke Rehermann) for us, put a lot of time and money into development and technology.

Now, we plan to become the largest online jeweler for customizable real jewelery in the premium segment.

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3 responses to “job profile! eCommerce entrepreneur: Individual mass design ”

  1. Sabine Linz says:

    Hello Mrs. Kuttig,

    Thanks for your comment. I am glad that you liked the article.

    Best regards,
    Sabine Linz

  2. Evelyn Kuttig says:

    This is a positive report with information content. Congratulations on the successful cooperation, Ms Linz ;-)

    • Simone Janson says:

      Hello Mrs. Kuttig,
      Thanks for the comment. I will inform Ms.

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