ABOUT
AMA FI
AMA FI: Passionately Dedicated to Serving YOU!
Through a NEW category of fashionable, ultra-luxe footwear.
Ama Fi was founded by two sisters, combining their unique expertise to fulfill a common vision. Driven by the desire to create a revolutionary footwear brand, one sister, an orthopedic surgeon, brings her deep knowledge of foot health, while the other sister, a business executive, contributes her strategic acumen. Together, their sole purpose is to provide footwear that seamlessly blends fashion and luxury with unmatched comfort, ensuring a pain-free experience for wearers.
We believe traditional footwear has failed women. Its hallmark has been poor fit and performance, blisters, foot deformity (bunions, hammertoes), plantar fasciitis, ball of the foot pain, fallen arches, ankle sprains, and knee and low back pain. Ama Fi's mission is to revolutionize the shoe-wearing experience for women, transcending the boundaries of comfort and style. Our relentless pursuit is to deliver unparalleled levels of comfort and customized fit, all while staying at the forefront of fashion trends.
Our Pillars
Cultivate Authenticity
At Ama Fi, we are passionate about embracing individuality and empowering our customers to express their uniqueness. With meticulous care, we craft our OWN distinctive visual, textural, colorful, and spiritual signature, setting us apart from any other brand in the market. Our goal is to offer extraordinary footwear that enables you to authentically showcase your personal style and make a bold statement. Join us in celebrating your individuality and let Ama Fi be the platform that amplifies your true self.
Foster Culture
At Ama Fi, our defining culture revolves around a simple principle: prioritizing customers and people above all else. As the greatest advocates for our valued customers, women, we consistently strive to define and redefine ourselves within this context. We continuously evolve and adapt to meet the needs of our community, ensuring that our culture remains rooted in the belief that the well-being and satisfaction of our customers are paramount.
Build Community
At Ama Fi, we understand the transformative power of shared experiences, and we are dedicated to building a vibrant community that celebrates our shared humanity. Our signature symbolizes the collective essence of all individuals, whether singular or plural, familiar or distant. Through this inclusive approach, we discover the beauty, simplicity, and elegance that unite us. By fostering a sense of togetherness, we create a space where diverse voices can thrive and connect. Join us in embracing the richness of our shared journey.
Deliver Balance
Balance is a universal pursuit for women, encompassing various aspects of life. Ama Fi aims to provide products that embody balance in structure, beauty, and form. Beyond footwear, our mission is to support women in their quest for balance and joy in an intricate world where they navigate roles as nurturers, professionals, and individuals seeking self-care and fulfillment.
Our Pillars
Cultivate Authenticity
We are champions of individuality, and strive to empower our customers by tapping into their own uniqueness. We thoughtfully and conscientiously strive to create our own authentic visual, textural, colorful, and spiritual signature, stylistically setting us apart from any brand currently on the market.
Foster Culture
Culture is not something you have; it is something you do. Ama Fi’s defining culture is simple – customers and people first. In all aspects of our business, we remain the greatest advocates for our customers, women. We are constantly defining and redefining ourselves within this context.
Build Community
Shared experiences are powerful and we believe building community brings out our shared humanness. Ama Fi’s signature represents all of us: singular, plural, familiar, and distant. In this approach, we find simplicity, beauty, and elegance.
Deliver Balance
Finding balance is that silent mantra that underpins every woman’s existence. As a brand, our grandest purpose extends beyond building a better shoe. Ultimately, it is about supporting women in their search for balance and joy in a complex world.