Alongside Creative Director Sam Hood, Kate Wales has been instrumental in The Amara Collection. Blending distinctive design with quality and attention to detail, the Amara collection embraces everything that the brand is renowned for.
‘By combining our own expert knowledge with our chosen brands and manufacturers, my team and I have selected and created the very best pieces we know our customers will love to have in their homes.’ Sam Hood
Kate talks to The LuxPad about how the inspiration for this exclusive new collection came about and what she thinks is key to being an expert…
What first inspired you to work in the home fashion industry and what keeps you there today?
I have always been interested in interiors and the way their style can affect how we live. From the very beginning of my career, which has taken me from House of Fraser to Harrods and now Amara, I have always been passionate about sourcing fashion-led homeware whatever the customer’s budget. That constant challenge is what keeps me inspired to stay in the industry.
What do you think it takes to become an expert in your field?
How did the idea of Amara’s Own Label Collection come about?
I think through our combined experience in the industry the team behind the collection realized that we had this sort of insider knowledge of what the customer really wants. After years of studying and talking to our customer base we feel we have that understanding of what they want and need and from that the collection just grew.
Can you tell us a little bit about the process from initial concept to the full launch?
The project has been a year in the making. We spent time identifying gaps within our current branded portfolio in terms of style and price point, from this we created mood boards and our ‘shopping list’. We then visited a lot of manufacturers to ensure we partnered with those who have the same ethos as Amara in terms of quality in the materials used and manufacturing process.
When visiting the many different manufacturers did you have a particular vision that you always tried to convey to them about what you wanted?
Quality and attention to detail has been and will always be extremely important for the Amara collection.
What has been the biggest challenge in regards to creating the Amara Collection and how did you overcome it?
To develop the four looks for our collection alongside working with over 500 brands. Launching new branded collections as soon as they come to market is extremely important to us, we have been conscious not to fall behind!
If you could go back to the beginning of the process what advice would you tell yourself?
To stay calm, that all of the photography samples will arrive in time for the shoots!
Do you have a favorite of the four looks?
Graphic, the clean lines and strong motifs will enable our customers to really make a statement in their homes.
If you could only choose three pieces from the collection to transform one room what would they be and why?
We identified bramble as the color for the AW season so it has to be the stunning Wolf jacquard bedlinen.
To complete the look we love the Times reversible throw and Grand Avenue cushion to add a touch of glamor.
What’s next for the Amara Own Label Collection?
We have 3 new looks launching in March 17 along with some very exciting new expert collaborations.
The Amara Collection is launching soon, to get exclusive access before anyone else sign-up here now.