Toronto-raised founder Doris Ngie talks concerning the label’s progressive sizing and supplies, sustainability initiatives and well-known followers.
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 because of using novel supplies in addition to its consideration to clients who’ve been lengthy missed.
“We have been attempting to resolve a ache level,” say Ngie about what impressed her to start out the direct-to-consumer label in 2018. “As an Asian lady, 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 on the lookout for 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 trade, continued to note the dearth of vary within the optical area and questioned why there weren’t “sizing choices for eyewear like there are for clothes.” She regarded additional into the problem by asking others about their experiences looking for glasses, and realized that individuals discovered many kinds weren’t suited to their explicit wants. Some even admitted to purchasing youngsters’s glasses as a result of different gadgets didn’t match correctly, whereas others spoke of the bodily discomfort that got here from sporting ill-fitting and heavy eyewear.
Decided to handle these oversights, Ngie devised three match choices for the bounty of kinds Amavii would come to supply, which range from basic shapes to extra fashion-forward silhouettes just like the quirky, geometric “Piago.” Clients can take a short match quiz on-line to search out out which dimension is finest for them, and in addition obtain suggestions on kinds — a boon contemplating how little IRL buying we do today.
Ngie — whose present favorite pair is the brand new “Mylo” form that is available in quite a lot of vibrant pops — notes that the very fact the model sees so many repeat clients is a testomony to the good thing about 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 on account of its deal with 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 trade for years — makes its shades comfy for lengthy durations of damage. Hadid rocked her Amaviis quite a few instances throughout trend week final yr, an fascinating level contemplating road model has historically emphasised newness in a single’s wardrobe, not how versatile and long-wearing an merchandise ought to be.
“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 terms 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 suitable factor right here.”
And talking of doing the suitable factor, Ngie nods to Amavii’s partnership with bushes.org as one other important side 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 bushes thus far.
“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 assist and breast most cancers organizations up to now. “Local weather change is one thing that’s all the time on my thoughts, and I’m all the time contemplating what kind of world we need to go away for the subsequent technology,” she goes on. Not shocking contemplating wanting ahead is definitely her forte.