Meet Tramell Johnson of Amour Noir Los Angeles

Today we’d like to introduce you to Tramell Johnson.

Thanks for sharing your story with us Tramell. So, let’s start at the beginning, and we can move on from there.
I didn’t know it at the time, but I started the fashion journey several years ago (2010). I would work with a local seamstress and designing custom outfits for myself just to wear around the city. I probably was way more involved than her typical client, I would go with her to source fabrics, and I kept creative control of the process.

As I traveled around the world during my military career, I noticed that many cultures were recycling the dollar amongst one another. Fast forward to 2014, I graduated from USC with a Masters in Business, my career had really began to take off, however I always wanted to start a business for myself, so in early 2018 my best friend approached me about a candle business, however I said if it was something that I would be involved in.

It would have to be something that Im truly passionate about and use in my daily life. Which is fashion, my best friend is passionate about candles and my wife is passionate about accessories. So we begin to brainstorm on how we could merge all three together.

Has it been a smooth road?
I’m married with two toddlers, my wife and I also have to very demanding careers and both commute on the road for two + hours a day. My other business partner has an infant and a full-time job. Many times we are working on the business at two and three in the morning and waking back up at six in the morning. It is very challenging, but rewarding when you see a celebrity client reaching out to you to purchase or when you are at random, and a complete stranger is wearing your brand. I could work on the business for 24 hours a day on adrenaline alone.

We’d love to hear more about your business.
Based out of Los Angeles, CA, Amour Noir is a luxury clothing and candle brand with unique style and creative blends. Amour Noir (meaning Black Love) is intended to inspire and promote black love and black excellence through fashion-forward style along with relaxing and stimulating scents.

We go against the typical indistinguishable clothing and fashion. Greatly influenced by African, African-American, and Black Lives Matter cultures, Amour Noir, a socially responsible company, produces premium, high-quality products and gives back to the community to educate and empower the youth.

We encourage other brands to be comfortable with the narrative of black excellence and not competition. Forever we stand by our motto, “Protect the culture at all costs.”

Amour Noir is a proudly veteran owned and operated!

Is our city a good place to do what you do?
Los Angeles is the city of dreams, and it is the perfect place to turn your dream into a reality, it’s highly competitive, but there are so many resources and networking opportunities that if you have the tenacity and drive you can be successful.

One thing we must do is protect our culture and recycle the dollars in our respective communities to help facilitate a thriving ecosystem. That is why one of the main initiatives of our company is to launch #EveryBlackFriday it is a campaign to highlight thriving Black Owned Business and encourage others two patronize at least one black-owned business every Friday.

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.