[Exclusive Interview]: Ameera Designing a Difference
Ameera Hammouda is designing a difference…
that needs to be seen amongst all of the noise that’s been made in the world today because it’s inspiring. Hammouda is originally from Virginia, but how we met was in college at Boston University. Always a kind soul, I felt like she always saw the best in people. She was a rower for the BU team, a food blogger, and a member of school organizations such as WTBU radio and F.A.B. (Fashion & Retail Association at BU).
As a young business student, Hammouda used her entrepreneurial mind and her connection to her Egyptian Muslim roots to create what would be her first business ever AHMH Jewelry. These were her own handmade creations that were absolutely stunning. Each piece had its own personality; some with multiple layers of gold, others with dainty colorful pendants, and each described a unique aspect of her culture. She had the opportunity to sell some of her accessories in a retail store, showcase them at Paris Fashion Week by Chanelette where a famous Lithuanian blogger wore them, host pop-up shops throughout the city of Boston, and marketed them on social media all while we were still in school. I was truly moved by her ability to bring forth such a powerful meaning to a product we women wear everyday unconsciously. She reminded us that jewelry has historical significance and for women from those regions it was a matter of heritage. (Many of my own pieces of jewelry are Persian hand-me-downs of my mother’s and grandmother’s.) In addition to all of the creativity, Hammouda made it her mission to create a brand that also instilled change. She discusses in a previous interview, “no matter what business I have or how successful I am I always make sure to donate a portion of my profits to a cause I believe in.”
Fast forward 2 years out of college now, the 24-year old has pivoted her work into a fashion brand that still continues to face the misrepresentation of women in the Middle-East and their religion. Introducing her latest creation, AMEERA, a lifestyle brand offering Muslim women high quality, sustainable fashion without compromising style or modesty. During this time of quarantine, Hammouda has been given the time she needed to get this fashion line started. She is now raising money to take this clothing brand from a concept to reality, and she could really use your help, and she plans to use the money to work with a manufacturer to bring her designs to life, develop a brand website and host a launch event. Additionally, with every $100 raised, she will be sewing and donating a medical mask to a doctor or nurse in need to support those bravely fighting the COVID-19 pandemic.
You can make a donation on my crowdfunding campaign page by clicking here , and she is even doing something very cool where you can possibly have a product named after you!
Now, let’s get to our interview:
Neelu Mohaghegh [NM]: What's your detour?
[AH]: “I am building a lifestyle brand for women who want to dress stylishly and modestly without compromise. I've always loved fashion and knew this was something I wanted to do, but as I grew I realized it was something I more so needed to do because of the gap in the market.”
[NM]: Why did you start it?
[AH]: “I'm Muslim and there are certain dress codes I have to follow. Unfortunately, the mainstream fashion market doesn't cater to women who want to dress modestly. The few modest options out there are either ridiculously expensive or unappealing. Women shouldn't have to sacrifice their modesty for fashion or vice versa, and I am on a mission to fix this. Upon my research I found that 89% of Muslim women struggle to find everyday clothing. I am a Muslim women designing with Muslim women in mind, but hoping to make clothes so stylish, anyone would want to wear them regardless of faith.”
[NM]: What does it mean to you and what do you hope it means to others?
[AH]: “It's much more than the clothes. This is about confidence, equality, oppression, stigmas and careers. There is this stigma that Muslim women are oppressed and sad, and wearing a garbage bag outfit there you are not confident in doesn't exactly help that stigma. But it's not these women's faults, there is nothing out there for them. A lot of the women I surveyed said that they don't feel confident in the clothes they are wearing because it makes them look frumpy or some of them are even shopping from the men's sections and things don't look right. Clothes have capabilities far beyond their material properties, I want to help these women build wardrobes to give them confidence to take on the world!”
[NM]: How have you had to pivot this since being in quarantine?
[AH]: “I had been working part-time on this idea while working a full-time job. Since I was furloughed that was the little kick I needed to take this full-time. Running a business requires time and money, and so it has been nice to be working on something I love full-time although I am still figuring out the money part as I am pre-production. I have shifted my production efforts from clothes to face masks due to the pandemic. I never thought I would sew medical masks on my machine, but here we are! I have since launched a crowdfunding campaign to help me raise the funds to manufacture the first collection.”
You can donate at www.launchgood.com/goameera
This is truly amazing, and I am so proud of how far she has gone with this and the passion she exudes when she speaks about it. I am also honored to know such a powerful young woman. If you want to follow the brand journey or connect with Ameera or are interested in joining her team, please reach out to her via instagram at @ameera.hammouda.
