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 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 WISHLIST
The Rae Dress is light and easy to wear.
Ideal for travel, the soft cheese cloth fabrication of this dress hardly creases, and it's flowing design makes this a luxurious and comfortable must have.
The long ties at the back which can be worn loosely or in a bow, along with
the open back are my favourite features!
Ideal for Summer or Winter, this dress has sleeves that end at the elbow with the skirt ending around mid to lower calf.
I have been eying this out for quite some time. The conservative front paired with a sneaky open back and feminine bow makes this flirty frock something special.
ON MY WISHLIST
The Gail Dress is made of dreamy natural linen. Three quarter sleeves, front pockets, pleats and a teasing side slit make this style unique to Ammara.
The front and back of the bodice is lined living you with one of the most flattering styles.
This dress is designed to look good on all body shapes as the cut and style hugs in all of the right places whilst the pleat at the front slims and hides any wobbly bits.
High necklines are always on my radar and the modest sleeve and length make the Briony a Winter dress you can wear again and again.
And who doesn't obsess over a set of fun pockets?
Thought out down to every detail, the Briony is simply gorgeous.