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Meet Daniela Amaya of Premier Amour in Orange County

Today we’d like to introduce you to Daniela Amaya.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
If there was one adjective, I would describe myself as it would be creative. It runs in the family apparently, with both sides of my family tree dabbling in sort form of arts and crafts. As a child, I used to make teddy bears out of felt and clothes for my dolls. It wasn’t until high school that I got my hands on a sewing machine, and that’s when the fun started. It was my sophomore year that I heard about FIDM and the wonderful careers it offered for someone like me. A few weeks after I graduated high school, I started pursuing my A.A. in fashion design at FIDM, graduating in 2013. With my fresh new skills in hand, I started playing around with the idea to start my own business. Nothing major of course, just an online shop on Etsy to test the waters.

Through this, I learned how to run my business, what worked, what didn’t work, and learning what who my customer was. It wasn’t until 2015 that I ran a joint storefront with my friend Julissa of Zanahoria Designs at Crafted at the Port of Los Angeles. I got to meet other amazing creators who gave me pointers and tips on how else I could further my brand and its reach. Since then, I have created my own website with an adjoining blog where readers can find what inspires past, present, and future creations. For Premier Amour, I wanted to create items that were inspired by my Mexican heritage, as well as my love for vintage clothing. I wanted to create clothing and accessories that blended who I am and where I come from. What started as an experiment has now blossomed into something so very near and dear to me.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
As much as I love my small business, there have been times when I wanted to throw in the towel. Through having a physical storefront and doing craft fairs, I learned how to interact with customers, what they liked and didn’t like. I was really introverted at this point, so I learned that perhaps I should just sell my products online, where they did extremely well. These experiences taught me to come out of my shell and not be afraid to approach people. My biggest struggle though has to be the creative process; sometimes inspiration strikes, I don’t take advantage of it, and I let it slip away or I get uninterested. Now whenever an idea for a new product or new collection comes along, I start making mood and concept boards, sketches, playlists, anything that will keep me inspired to create.

So let’s switch gears a bit and go into the Premier Amour story. Tell us more about the business.
Premier Amour specializes in vintage-inspired clothing and accessories with a modern twist. I am known for my novelty print dresses, while inspired by past silhouettes, I change up for the modern customer. I am proud that I can serve such a diverse clientele, with many of my customers being from all over the world. It gives me goosebumps to know that so many people from several different countries are enjoying what I’m creating. I believe my inspiration behind the products I make is what makes my company unique; each item has a story behind it, whether it was an image or a song or a whole mix of things that inspire its conception.

Has luck played a meaningful role in your life and business?
I believe above all else, I’m blessed. Blessed to have such a supportive family, friends, and community in which I am cheered on for. They all want me to succeed and do the best I can, and if along the way I need help or advice, they are always there for me. They are my amazing support system, and I can honestly say I could not have made it this far without them.

Contact Info:


Image Credit:

Julissa Alcaraz, Paola Perez, Jasmin Bañuelos, Lucy Isaula, Kirsten Wellborn, Marie McGrath, Alyssa Rose, Ashleeta Beauchamp

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