Ama Ella - Seller Feature

Posted on October 14th 2020

Ama Ella - Seller Feature

October 14th 2020

AmaElla, one of our newest sellers, is a social enterprise whose mission is to encourage ethical behavior in fashion through sustainable and ethical sourcing. Their garments are made-to-order in a family-run factory that employs local women who are trained in the specialized art of making lingerie.

They are on a mission to make women feel bold, beautiful and confident in their skin. Their exquisitely designed organic cotton lingerie and nightwear is created with you in mind.

We had the opportunity to chat with Lara, one of the creators behind the innovative brand.

Read our interview below:

What drove you to start your business?


We saw an opportunity in the market and thought it was now or never. The support from Cambridge University was definitively a very important factor helping us to make the entrepreneurship ‘the jump’.

Who are your employees or your artisans?

We work with a family-run workshop in Portugal that shares our values and places great importance in the training and development of their workers. They an amazing group of skillful seamstresses, pattern makers and other professionals.

How did you find them?

That was the hardest part of all. I actually think this is the most challenging thing about doing ethical fashion. After trying different manufacturers and a very extensive research, we found the right partner. They’re very professional with great workmanship and workers are looked after.

What do they mean to you?

They are the creators and makers of our products. They are the ones who add the most value to AmaElla.

What made you decide to start producing ethically?

Our personal values and Julie’s previous experience in the Fashion Industry. When you start looking at what is really happening in the textile industry, you just can’t stand there and do nothing

What impact has your business had on your community?

Our impact is driven by our sustainable and ethical supply. We make premium organic cotton lingerie to last. By choosing organic cotton we are choosing what is best for the environment, for the farmers, and for your skin. We are big campaigners of ethical fashion and organic cotton.

What was the most difficult part of starting and running your business?

Everything. The most challenging part is to know how to fail. Something is always going to go wrong and it is a learning process. You have to try things, learn from them, allow yourself to fail, and then keep going. That mindset of overcoming failure and ‘never give up’ is what can really make a difference.

What has been the most rewarding outcome of your business?

Our customers. Listening to our happy customers is the best reward of all.

What is your companies mission?

We encourage people to shop ethically by offering ethical organic cotton lingerie.