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Meet Hannah Levy and Amelia Shales of AMĒNAH in Laguna Beach

Today we’d like to introduce you to Hannah Levy and Amelia Shales.

Hannah and Amelia, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
It was always a dream of ours to own a business. When we met each other working for a buying company, we started talking about our aspirations and realized we could actually make it happen. We worked during the day and would sit for long hours after work drinking coffee and putting together our plan. Our ideas came together pretty quickly, and we were able to find our dream location. Within eight months of the day we started planning, we opened our doors in Laguna Beach. Despite having different personal style tastes, our vision came together to create a store that was more beautiful than we each could have imagined on our own. Every day we evolve, learn, and push ourselves to make AMĒNAH better – a challenge we absolutely love and welcome.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
As young first-time business owners, we have really had to fight and work hard to create our vision. Having a small business is very challenging; you are constantly required to wear different hats and pick up things quickly. One of the biggest challenges was learning to trust our own knowledge and intuition over everything else. Originally, we were open to all kinds of advice but soon realized that others were not going to understand or trust our ideas like we did. Luckily, we have had each other to get over the hurdles and obstacles.

Please tell us about AMĒNAH.
Working in artistic fields for many years has led to friendships with lots of creative people. We now have the opportunity to partner with them to create items that can only be found in our store, such as sustainably sourced furniture, home goods, and candles, as well as locally made jewelry and ceramics. We even personally designed the AMĒNAH signature perfume, which is mixed by a local perfumer. Having these unique items really sets us apart from most boutiques and supports our local community. We love getting to tell people more about the stories behind each piece and how it impacts our community, the environment or the artist.

AMĒNAH is catered to those who desire elegance and appreciate quality craftsmanship, construction, and luxurious fabrics like we do. We wanted to offer people beautiful designs at an attainable price point, so we carry lots of ready-to-wear pieces for all aspects of the California lifestyle. Our attention to detail really sets us apart; we think about every aspect of our clothing and merchandise, like how the lining fabric of a dress will feel on a hot summer day and making sure each piece of our handmade jewelry will maintain its beauty through ocean dips. These nuances may seem small to many companies, but they give our store a distinct factor that our customers have come to know and appreciate.

What do you like best about our city? What do you like least about our city?
Laguna Beach is a charming small town surrounded with natural beauty. Being able to see the ocean from our store is one of our favorite aspects of our location. We were definitely inspired by the serenity of the coast, and have brought that atmosphere right into our store. Overall we are so happy to be here and we couldn’t have picked a better spot.

Contact Info:

  • Address: 470 S Coast Hwy, Laguna Beach CA 92651
  • Website:
  • Phone: 949-715-8399
  • Email:

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