Ammara was conceptualized in early 2016 by mother and daughter team Gail and Racine Denny, and in 2020 they finally took the leap to create Ammara.online.
What started as a passion project in Gail’s dining room with two domestic sewing machines and a lot of love has resulted in a business that has doubled in size over the last 10 months in their little design house located in the leafy suburb of Kloof, Durban.
Racine and Gail focus on creating classic, flattering well made garments using quality fabrics for women between the ages of 25-65.
Items of clothing that can be worn together or mixed and matched, as well as, dressed up or down for any occasion.
Starting out with a small casual collection of dresses and jackets that launched on the 1st of September 2020 to celebrate all the joys of spring.
"...10 months later here we are, a lot of late nights and sample pieces later, and Ammara Designs is taking shape."
- Gail and Racine Denny
WHY I LOVE THEM
My first real encounter with Ammara was at one of our beloved Epiphany & Adele Catherine pop ups.
A beautiful Ammara dress in a pastel turquoise anglaise fabric immediately caught my attention. This feminine and fun mini has since become a firm favourite and I can't wait to get my hands on more of the Ammara designs!
If you visit their website I know you will fall in love too. Classic silhouettes for every age group and fabrics that you can't help but adore are what you can expect.
Excitement is an understatement. I am in awe of this brand and can't wait to share more of Ammara Designs with you.
THIS MONTHS CURATIONS
ON MY WISH LIST
Ammara designs their jackets to wear over their lovely dresses as a means to keep warm but not disrupt the aesthetic of the design.
By sitting at the waist, the jacket accentuates the smallest part of the female body. The deep front pockets are a stylish, yet practical addition.
However, its best feature is that it is reversible, with woven houndstooth exterior and big check gingham lining or vice versa.
The jackets are handmade and there are limited colours and fabrics in each style so you'll be getting one of a handful of garments that are unique to each wearer.
It is ideal for 'in between' weather and as a touch of warmth to wear with fancy dresses. This is a bold closet staple that you will wear and love for years.
WEDDING WISH LIST
Ammara creates beautiful bespoke dresses that are one of a kind and made to order.
These dresses are a notch above the rest and are intended for formal and special occasions such as matric dances and weddings (bridesmaid dresses, MOTB dresses and/or guest dresses).
Each dress can be tailored to one's size and colour specifications.
When choosing attire for these types of important occasions, I would seriously consider having my dresses designed and made by these ladies who have true expertise, genuine passion and love for what they do.
Prices start at R2500 and go up depending on detail.