INSIDE THE BRAND
Breaking Existing Moulds and Create New Ones
Abigail graduated from University during a global pandemic. With the world changing as everyone knew it, Zara and Abigail took time to reflect on their lives evaluating every aspect.
Upon reflection they realise how confident they come across to other people when they are just trying to be comfortable and confident within themselves. The duo wanted to share the message of people being confident in their comfortability, not giving into social pressures to change in ways that aren't natural to them.
As Abigail had just graduated from UCA where she studied Fashion Atelier (Couture & Tailoring Level Construction) as well as a family history of creating something from nothing, having and owning a boutique of quality driven pieces was a perfect fit.
But it is only right to acknowledge our brand name . A.M.A is my Eldest sister's Middle name. Sadly she passed away in 2018 from Inflammatory Breast Cancer.
My older sister Bethany embodied the A.M.A message.
We Are Who We are