BRANDS TO KNOW: AMA SATURDAY
AMA SATURDAY
Black-female founded company Ama Saturday is a celebration of diversity and all body types. Noticing the lack of modern swimwear in a range of sizes, the founders of Ama Saturday wanted to ensure every woman can feel confident in the latest swim suit styles without sacrificing quality and fit. The Ama customer is “…flawless, keeps it real and feels good doing it.”
SHEER: What inspired the creation of Ama Saturday and what was the launch process like?
AMA SATURDAY: As black women in fashion we wanted to create our own space and show authentic diversity while highlighting more women of color and black women. We initially launched in a few retail stores in California such as Diane’s Beachwear and online with Co-Edition.com.
SHEER: How did you come up with the name for your brand?
AS: The name Ama is a girl’s name of African origin meaning ‘born on a Saturday’. Ama’s are said to be strong and inspiring, which we want our brand to be for our consumers. We incorporated Saturday as most people use swim and activewear on Saturdays.
SHEER: Where do you draw inspiration for your designs?
AS: As California natives we pull inspiration from the costal cool relaxed vibes, city edginess, and contemporary island feels of Southern California.
SHEER: How does Ama Saturday champion diversity and body positivity?
AS: Each of our styles are designed with all body types in mind, with almost every style we offer in XS-3XL. We feature models and influencers of all body types and ethnicities in all our campaigns, marketing and social platforms, with black excellence at the forefront.
“The name Ama is a girl’s name of African origin meaning ‘born on a Saturday’. Ama’s are said to be strong and inspiring, which we want our brand to be for our consumers. We incorporated Saturday as most people use swim and activewear on Saturdays.”
SHEER: What are your favorite pieces on the site currently?
AS: One of our best sellers is the Tauri one piece. The Tauri has a cool bond girl appeal and looks amazing on everybody! Our newest styles the Jade one piece, Ife one-piece and the Issa bikini set have been added to our new favorites. The cut-out styles, colors and details are beyond appealing and flattering.
SHEER: How have you navigated the challenges of Covid-19 this year, in your business and/or personally?
AS: We try to stay as positive in both our personal lives as well as in business. At the start of the pandemic we made/ sold masks on our retail site. We also had to adjust a bit and push back our activewear launch until early 2021.
SHEER: What advice do you have for women of color looking to launch their own business in the fashion industry?
AS: Have a clear plan of action and vision in place, and always keep learning about your market and category. Stay focused and reach out to veterans in the industry who can always help connect you with resources and tools to help grow your brand.
SHEER: What do you envision for the future of Ama Saturday?
AS: The future of Ama Saturday is bright! We plan to expand into other categories and become a full lifestyle brand and continue to cater to the ever-evolving woman.