Picture by Claudio Lavenia/Getty Pictures
Toronto-raised founder Doris Ngie talks in regards to the label’s progressive sizing and supplies, sustainability initiatives and well-known followers.
Odessa Paloma Parker
Date April 1, 2021
Seen on the likes of Jennifer Lopez, Hailey Bieber and Gigi Hadid, Amavii is a standout title within the eyewear sport — however not merely due to its movie star followers. Launched by Toronto-raised entrepreneur Doris Ngie, the model units itself aside due to the usage of novel supplies in addition to its consideration to prospects who’ve been lengthy neglected.
“We had been attempting to unravel a ache level,” say Ngie about what impressed her to start out the direct-to-consumer label in 2018. “As an Asian girl, I’ve a wider face and decrease nostril bridge. I used to be buying in Milan — one of many trend capitals of the world — and was in search of sun shades. I went from retailer to retailer however couldn’t discover something that match me.”
Ngie, whose background is within the e-commerce and retail distribution areas of the style business, continued to note the shortage of vary within the optical area and puzzled why there weren’t “sizing choices for eyewear like there are for clothes.” She appeared additional into the difficulty by asking others about their experiences purchasing for glasses, and realized that folks discovered many types weren’t suited to their specific wants. Some even admitted to purchasing youngsters’s glasses as a result of different objects didn’t match correctly, whereas others spoke of the bodily discomfort that got here from carrying ill-fitting and heavy eyewear.
Decided to handle these oversights, Ngie devised three match choices for the bounty of types Amavii would come to supply, which fluctuate from basic shapes to extra fashion-forward silhouettes just like the quirky, geometric “Piago.” Prospects can take a short match quiz on-line to seek out out which dimension is finest for them, and likewise obtain suggestions on types — a boon contemplating how little IRL buying we do nowadays.
Ngie — whose present favorite pair is the brand new “Mylo” form that is available in quite a lot of vibrant pops — notes that the actual fact the model sees so many repeat prospects is a testomony to the advantage of offering them this very customized service, to not point out providing straightforward exchanges and a three-year guarantee.
Amavii’s skyrocketing success isn’t solely as a result of its give attention to inclusivity and customer support; the model’s adoption of Aerospace Titanium — an especially sturdy, mild and robust materials that’s been used within the positive jewelry business for years — makes its shades comfy for lengthy intervals of damage. Hadid rocked her Amaviis quite a few occasions throughout trend week final yr, an attention-grabbing level contemplating avenue model has historically emphasised newness in a single’s wardrobe, not how versatile and long-wearing an merchandise ought to be.
Images courtesy of Amavii
“It was a key second for our model,” Ngie says of Hadid’s repeat wears of Amavii’s “Benjamin” aviator model, including that celebrities have many choices in the case of what they put on. “The truth that they’re organically selecting to put on our sun shades has validated that we’re doing the fitting factor right here.”
And talking of doing the fitting factor, Ngie nods to Amavii’s partnership with timber.org as one other important facet of the corporate’s recipe for achievement. Because of its “Purchase A Pair, Plant A Tree” marketing campaign, the model has contributed to the planting of over 20,000 timber to this point.
“It actually does add that means to what we’re doing as a result of we’re not only a enterprise, we’re additionally giving again,” Ngie says, noting that the model has additionally donated to COVID-19 response help and breast most cancers organizations previously. “Local weather change is one thing that’s at all times on my thoughts, and I’m at all times contemplating what kind of world we need to depart for the following technology,” she goes on. Not shocking contemplating trying ahead is definitely her forte.