We talk with the founder and creative director of Amara about the new Amara Collection, trends and personal style
Can you tell us the story of how you came to co-found Amara 11 years ago?
When it came to decorating my home I couldn’t find anywhere online that stocked my favourite homeware accessory brands, so I took the leap with my husband to launch Amara. Amara started as a boutique home store but soon the website took over so we decided to concentrate our efforts on our e-tail business. It’s been a really exciting journey and we’ve been lucky enough to hit some amazing milestones along the way – the launch of the Amara Collection is a dream come true.
What are the key things that you want customers to experience when they visit the Amara website?
We’ve put a lot of effort into creating an online store where our customers want to visit and spend time. One of our main priorities has been to curate a collection of desirable brands that our customers want and love. Another key area is for us to have the best quality images of all our products. Our customers need to see what their buying and we spend a lot of time making sure each image represents the products. By far one of our most key areas we want our customers to experience is quality customer service. From being on the website through to delivery and aftercare, we look to provide a quality service our customers would recommend.
What makes Amara stand out from other online interior shops?
We’re lucky enough to have some amazing brands featured on our website. Our buying team have spent time and effort into finding unique and sought after brands that can sit beside well known and iconic names, allowing us to offer something to suit everyone. The beauty of an online business is that we can react to our customers needs and wants which has allowed us to react to their tastes, likes and dislikes.
Can you tell us more about the new Amara Collection?
The Amara Collection has been in the pipeline for a few years and I’m thrilled to be able to finally launch it! The launch brings together some of the world’s most renowned home accessory brands and manufactures and combines them with the valuable knowledge we’ve gained by looking and listening to our customers. Each season the collection will evolve and develop by introducing new and updated trends. This season we’ve explored four trends for the home; Fantasy – a modern mix of pretty pastel shades with a contemporary feel, Heritage – an elegant collection to evoke a glamourous county home, Graphic – the perfect loft ling home décor collection mixing sleek architectural design and modern geometrics and lastly Luxe – a take on old Hollywood glamour using bold tones and mixed metallics.
Why is it that you felt now was the right time to launch the Amara Collection?
I’ve wanted to launch our own collection for many years but we need to make sure we got it right. We’ve spent time making sure we’ve chosen the best brands and manufactures to work to help us produce a collection we know people will love and want to have in their homes.
How would you describe your own personal interiors style? What is your home like?
My style is an eclectic mix of treasured pieces I’ve had for years with new and modern pieces I’ve bought along the way. I have a busy home with two teenage daughters and two dogs so our home reflects our lifestyle and what we enjoying doing as a family. We love to entertain and spend a lot of time in our kitchen and dining area so we’ve made this room the heart of our home with a large table and island which we can gather round.
What are your trend predictions for 2017?
The metallic trend is here to stay, however there’s a shift from copper to more brass and rose golds. There’s also a grown up nautical look coming though with lots of embellishment and luxe fabrics which looks very stylish and is a move on from the usual kitsch seaside theme. Jewel tones are also set to stick around – these aren’t just for heavy fabrics and winter dressing. Emerald and jade tones are especially current for SS17.
Shown are images from the Fantasy, Graphic and Luxe ranges from the Amara Collection.
EKBB is also thrilled to announce that we have been shortlisted for an Amara Interior Blog Award! Thank you to everyone who voted for us and we are very excited to be attending the awards ceremony in October.
Article by: EKBB