Founder Story

Meet Ava…

In the beginning…

My story begins with my own love affair with fashion. Going back in time, I was addicted to fast-fashion. I would buy into every trend and obsess over every new piece stocked by my favourite brands. My wardrobe was way too full, and getting dressed became a chore. I was overwhelmed with choice, and I had to spend way too much time washing, ironing and attempting to organise my closet, which felt like it was getting smaller and smaller.

I started to feel like I never had anything to wear. Everything I put on I wasn’t happy with. I seemed to lose the ability to put outfits together as I just had too much choice, and I never felt good in what I was wearing anymore. I was also struggling with the upkeep of my clothes. I was busy, and more often than not, I wanted to throw something on that didn’t need ironing, and to easily be able to mix and match styles. I knew something had to change…

A brighter future…

I created Avamah as an answer to these problems, as I knew it wasn’t just me struggling like this. I wanted to approach fashion in a completely different way, investing in quality basic pieces in wearable colours, and made from low maintenance fabrics.

All of our pieces are made from crease-resistant and durable fabrics and come in matching sets. This makes putting together your look for the day easy, and allows you to build a small and versatile collection that can be mixed and matched to suit your mood and the occasion.

I wanted to make fashion fun again! This is why our collection is all in neutrals - so that you can wear them your way. Our pieces are designed to be worn as sets, to be mixed and matched or to style with other unique pieces in your wardrobe. They’re versatile, stylish, flattering and playful. Finally, the collection can even work as a customizable jumpsuit - the options are endless!

My journey…

At the beginning, I felt so excited to create my brand and design our first collection, but Covid 19 hit and I struggled to make the progress I needed to launch. However, I turned this into a positive, and used the time to learn everything I possibly could, to ensure Avamah would be a success. I had been working for eight years as a model and actress, so I had a lot of experience in the industry, but I wanted to perfect my knowledge and skills.

Perfectionism is a big part of my personality, which is why I have very carefully selected every element of Avamah, from our branding and our website, to our designs and team members.
Not being able to travel due to Covid was a blessing in disguise - it forced me to source everything locally, which helps keep our carbon footprint to a minimum.

I know I have a long journey ahead, but I can enjoy this journey, slowly grow the team, learn from my mistakes, and keep improving the collections while adding more design, colours, and fabrics into our future collections.

I’m excited for the Avamah journey, and I’m thrilled that you’re along for the ride.

With love
Ava x