At Amenah, Founders Have a Progressive Mission for Laguna Beach Boutique

Amenah co-founders Amelia Shales, left, and Hannah Levy. Photo credit: All photos by Melissa Valladares

 

Sifting through the racks at Amenah in Laguna Beach, you can feel the high quality co-founders Hannah Levy and Amelia Shales demand for their label’s material, which they examine with special magnifying glasses before making a selection. “We really care about fabrics and textiles and try to keep a small quantity of everything because the more excess we have, the more detrimental it is (to the environment),” Levy says.

After being fed up with the fashion industry’s limited sizing, Shales and Levy decided to take a different approach with Amenah, open nearly a year, by creating an inclusive sizing system. “As a person who would be considered in fashion terms ‘plus size,’ I felt that it pushed me to the side,” Shales says. Using sizes 1 to 6 to represent extra small to triple extra large, the co-founders want customers to focus on construction and fit rather than a number on the tag.

Amenah sells products from philanthropic artisans as well as craftspeople based in O.C. “We were so surprised how many (locals) asked us questions about where (our products) come from,” Levy says. “It was absolutely wonderful because we realized people here actually care.”

Photo credit: Melissa Valladares

TIED UP
Linen high-rise shorts, $57.50

Photo credit: Melissa Valladares

14K MAGIC
14k gold-filled jewelry, $24 to $88

Photo credit: Melissa Valladares

GRAY AREA
Acrylic bell-sleeve sweater, $68


Amenah
470 S. Coast Highway
Laguna Beach
949-715-8399

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