Amalia Bornstein’s journey is a powerful reminder that growth begins the moment we choose curiosity over comfort. From thriving in high-pressure roles at global tech companies to taking a leap into entrepreneurship, Amalia’s story reflects resilience, self-belief, and a deep commitment to building systems that empower women. Humans of Fuzia is proud to feature Amalia because her path resonates with our 5M+ global community—especially women who are redefining success, creating their own opportunities, and uplifting one another through bold, values-driven work.
Q: What inspired you to start your entrepreneurial journey and eventually build Sherbrt?
Amalia: My journey really started in big tech. I’m based in San Francisco, and around seven years ago I became a data analyst at Uber. It felt like a huge accomplishment, but also a massive learning curve. I later worked at Snapchat and Meta, always in fast-paced environments tied to sales and marketing. Those roles taught me how to solve problems under pressure and think at scale.
The real turning point came from a desire to learn beyond what I had already mastered. I’m actually self-taught as an analyst, and there’s always been a theme in my life of wanting to master things I didn’t formally train for. That curiosity led me into a venture capital apprenticeship, where I got deep exposure to early-stage investing. I didn’t know exactly where it would lead, but it felt right—and that experience eventually gave me the clarity and confidence to build Sherbrt.
Q: What were some of the biggest challenges you faced while building from scratch?
Amalia: One of the biggest challenges was simply starting without knowing what I was doing. I don’t have a background in coding, and in the beginning, it felt overwhelming. There were moments when I completely broke the app I was building and felt stuck.
But those moments were essential. They shaped my resilience. When you’re building alone, you’re also the only person who can lift yourself back up. Going through those seemingly hopeless phases made me stronger and less fragile. I really proved to myself that I could keep going.
Q: What has been one of your proudest milestones so far?
Amalia: Recently, I pivoted from just building to actually marketing the product. That was a big milestone for me. When you’re building quietly, you’re behind the curtain. But once you start marketing, you’re putting yourself out there for everyone to have an opinion. It’s scary, but it’s also exciting. That shift has been a huge step, and I know many more milestones are ahead.
Q: Are you building Sherbrt solo, or do you have a team?
Amalia: Right now, I’m solo. I do see future roles—especially in social media and customer support—but we’re in an era where lean teams are not only possible, they’re powerful. With the resources available through AI, it makes sense for me to stay lean for now and see how things evolve as we scale.
Q: What are your thoughts on women empowerment and women in leadership?
Amalia: This ties deeply into what Sherbrt represents. Beyond being a business, it’s a statement that women can build, innovate, share resources, and uplift each other. As a peer-to-peer fashion marketplace, Sherbrt empowers women as micro-entrepreneurs—helping them earn by lending out their wardrobes and take control of their finances. Even something as simple as making money from a dress can be incredibly powerful.
Q: What message would you like to share with aspiring women leaders and entrepreneurs?
Amalia: I truly believe in the power of hyping yourself up—even being a little delusional. You often have to believe in a future that no one else can see yet. Being your own biggest supporter is a superpower. We’re great at being self-critical, but we need to embrace that “main character energy” and trust that what we’re building can be big, even when it feels overwhelming.
Q: What does success mean to you, personally and professionally?
Amalia: For me, success is showing up every single day and honoring the privilege of being able to build something of my own. Not everyone gets to leave a comfortable job and start a company. Regardless of what happens in the future, knowing that I gave my best and stayed committed—that’s success to me. It’s about personal satisfaction more than any external outcome.
“Sometimes success is simply showing up every day and believing in yourself—even when the path ahead isn’t clear.”
Connect with Amalia Bornstein: Amalia Bornstein | LinkedIn
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