INSIDE THE BRAND

A.M.A is a slow-fashion accessories brand born in South West London created and run by me, Abigail, shaped by the influences, love, and spirit of my sisters. While Zara played a huge role in inspiring the heart of the brand and Bethany embodied everything A.M.A stands for, the business itself is operated entirely by me, from design and handmaking each piece to packaging, customer care, and daily operations.

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My journey with A.M.A began shortly after I graduated from the University for the Creative Arts, during the height of the global pandemic. With the world shifting in ways none of us expected, my sister Zara and I took the time to reflect deeply on our lives, our values, and how we wanted to show up in the world. We realised that people often saw us as confident women, when in reality, we were simply choosing to be comfortable in who we were. That realisation sparked our core message:
confidence begins with comfort . Not pressure, not trends, not changing yourself to fit in.

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With my background in Fashion Atelier (Couture & Tailoring Construction) and a family history of turning ideas into something meaningful, building a brand rooted in craftsmanship, quality, and authenticity felt natural. I wanted to create accessories that last, pieces that feel fun and expressive, and designs that help people embrace their individuality without apology.

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A.M.A also carries a deeply personal meaning. The name comes from my eldest sister’s middle name, A.M.A,  who we sadly lost in 2018 to Inflammatory Breast Cancer. She embodied everything this brand stands for: confidence, creativity, and living as your full self. Keeping her name at the heart of this business keeps her presence woven into everything I create.

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Today, 100% of A.M.A products are handmade by me, with materials sourced from local and small businesses whenever possible. I am committed to slow-fashion principles, creating intentionally, honouring the planet, and valuing people over convenience.

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Every handbag is packaged in a reusable fabric dust bag I make myself, and all orders are served in recyclable paper bags. I refuse to use unnecessary single-use plastics, ensuring that the care that goes into each piece extends to the packaging too.

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A.M.A is more than an accessories line.
It is a tribute, a message, a community, and a celebration of being comfortable, confident, and completely yourself.

Thank you for being a part of this journey.