ABOUT
AMA FI
AMA FI is passionate and dedicated to celebrating YOU!
To helping you remain uniquely wonderful.
Founded by sisters of West African heritage - an orthopedic surgeon, and a business executive - with the sole purpose of delivering beautiful, pain-free, FIT PERFECT footwear that allows you to be truly present and live your best life possible.
We believe traditional footwear has failed women. Its hallmark has been poor fit and performance, foot deformity (bunions, hammertoes), plantar fasciitis, ball of the foot pain, fallen arches, ankle sprains, and knee and low back pain.
OUR BIRTHMARK is scientific design and development, anchored in supreme craftsmanship.
With the innovative use of materials, sustainable manufacturing processes, and an obsession with fit and form, we promise superior comfort, structure, quality, and performance, without compromising on STYLE.
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.
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.