To Top

Meet Amora Laini


Today we’d like to introduce you to Amora Laini.

Hi Amora, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I am a creative, through and through. Creating content, styling outfits, and shooting is my passion from the moment I was able to dress myself. I always had a camera in hand, planning and directing creative projects whenever I had the chance. To label myself an influencer is fitting in many ways, but I aim to go beyond selling a product or promoting a lifestyle. I am a content creator and a creative director of my social media (@amoralaini) and hopefully much more in the future. TikTok has been the driving force of my growth. It allows me to tap into my creativity, personality, and an audience that is interested in watching and growing with me. I have always posted my outfits on social media but didn’t start taking brand deals until late 2020. I took collaborations on a gifted basis for nearly a year until I began taking consistent paid campaigns. In the first year, I was just excited to receive free clothing and accessories. Yet, despite not having many followers, a brand saw my potential and noticed my impact on my audience. My content quality was there, and this brand knew I was a person to invest in. From here, I started producing content consistently, and this led to my growth.

The most critical part of being in this space is 1. Knowing your worth and 2. Being your biggest cheerleader. I try not to crowd my social media with overly branded content and I am very selective with the brands I work with. I want to create quality content that I value and that my audience enjoys. I aim to inspire people to challenge their ideas of creativity and style. I also want to work with brands whose values align with mine.

Furthermore, I am an analytical thinker, I pride myself on being very organized. That’s why I can balance being a creator and a full-time marketer at my 9-5 every day. I love being behind the scenes of a company, working on strategy, and coordinating our content. I also love being in front of the camera and experimenting with my creative abilities. It’s the perfect mix for what’s to come next.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
First and foremost, I strongly believe I am very blessed to be where I am in life at such a young age; but that in no way—-means it has been a smooth road. I have always worked hard against the difficult reality of being a Black woman in America. From high school to UCLA to post-grad, I have always aimed for the stars, despite pushback from external factors. Throughout my experience in education, I dealt with micro-aggressions, academic stress, and the pressure to choose the “right career.” In my current position, creating content and influencing, I often feel overlooked because these brands rarely look for Black women in fashion or beauty to create their content, but best believe we are on their mood boards.

I also graduated during a pandemic, 2020 was one of the hardest years of my life. I am grateful to have made it through with all my loved ones, but it was not easy. Once graduation came around I had no clue what to do. I came into UCLA with the mindset that I was going to be a lawyer, but it was more of a stability thing than a passion of mine. Then, I co-founded a clothing start-up focused on recycling fashion, and a creative light inside me was fueled. Despite the business not working out, I knew I wanted to further pursue both fashion and marketing. Being a double major in communications gave me a good grasp of the digital space and marketing.

I never knew I would be influencing and content creating as a part-time career. I still have a 9-5 working in social media marketing and creating content for my social media channels on off-time or weekends. My schedule has become full and I am always working, but I love it. A lot of people may see my highlights because that’s what social media is, only showing the best parts of your life, despite that not being sustainable. Burnout is real, imposter syndrome is real, and self-doubt is real. Sometimes I’m just too tired, sometimes I just want to completely stop, but then I remember, creating is my passion.

The most difficult part of content creation and influencing is most definitely the underlying racial bias. A black creator has to have hundreds of thousands of followers or engagements and has to be almost “perfect” to get a deal, while our non-black counterparts don’t have those same expectations. PR Events are an even trickier game because if you as a Black influencer don’t have the right connections you will most definitely not be invited. I am often the ONLY Black influencer at the events I attend, and it is sad. I am tired of it. Thankfully I have created relationships and cohorts with my fellow Black women in social media, and we both support and lift each other up. There needs to be a change from within the companies and pressure from fellow influencers and consumers to make a change, and not just during Black History Month.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Manifestation is so real, let’s start there. Last year, before I had my current marketing position I am at now, I sat down and journaled where I want to be. I told myself I would be working in a job that aligned with my overall goals and my side job as a content creator. After a long draining search, taking on courses, and reaching out to as many coffee chats as possible, I landed my current role in social media marketing for a large beauty company. I absolutely love having a role that is equal parts strategy and creativity. It has taught me so much already, and I am also able to apply my knowledge of social media to my content creation and social media platforms.

I am able to balance my 9-5 with content creation because 1. They complement each other and 2. I love what I am doing. It is very rare to be able to find a passion for a job. I was selective in the role I chose because my mental health and happiness matter more than any paycheck could amount to. A valuable thing I have learned along the way is that once you do something you love, money will follow.

What were you like growing up?
I always had this in me. I recently spoke with my Baba about how far I have come and where I am headed, and he reminded me I was always this ambitious, bright-eyed, and determined. When I was younger, I spent a lot of time alone, as I am the youngest of my siblings with a pretty large age gap. Being alone led to me tapping into my creativity and imagination. I started drawing clothing designs and writing books as soon as I could get my hand on a pencil and paper. I would throw on fashion shows for my parents and pretended to be a mini entrepreneur in a variety of faux business ventures. When I was around 11 or 12, I entered this competition for this tween magazine cover. All I can really remember was that I said I had a passion for fashion and was destined for greatness, so I guess I spoke my future into existence.

Contact Info:

Suggest a Story: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.

Leave a Reply

Your email address will not be published.

More in local stories