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Flora Amal - House of Amal Australian Online Boutique

Updated: Dec 5, 2020


Stage Name: Flora Amal

Home Town: Canberra Australia

Business: Online Boutique Owner

Enterprise: House of Amal




DID YOU KNOW! Australian's are the world's second largest consumers of fashion. According to The Green Hub Online, on average, they consume about 27kgs of new clothing and textiles every year.

Why does this fact matter? Well because TODAY we are interviewing the 26 Years old Business informatics major miss Flora, who is an online Fashion Boutique owner.

This is an incredible feature story of a young self-made CEO from around the world turning their knowledge into profit by building a niche within the fashion industry.

Welcome Flora, am so honoured to have as our feature highlight this week on NEECEE LEXY. I feel like you story is personally related to me as I am Fashion lover. This is an exciting moment to have you here with us today. Without further due, let us get to the interview.

Tell us about yourself, who is Flora Amal?

Hi my name is Flora I’m 26 years old I reside in Canberra Australia. I’m a student at the university of Canberra doing a degree in Business Informatics, I’m an entrepreneur I currently own and run an online store called House of Amal and also a cleaning business.

How did you get involved in the fashion industry?

Since I was young, I always loved fashion and would always pay attention to what people are wearing. Hence, I spend much of my time at the mall and reading magazines. I've always dreamed about having my own store. However, as I did my research having a brick and mortar store is quite expensive to start and run but with the rise of online shopping, it made it so much easier to start my own store.



Take us through a day in your life as a fashion entrepreneur.

My day consists of looking at the statistics of my website checking, sending, and replying to emails. Plus, I spend some time posting on all of my social media, conduct research about my industry by looking out what kind of clothes or styles are out there. I am always working on my self-development and business development.

You are based in Australia, the Boutique is online which I assume you provide international service. What are some of the fashion trends you’ve taken note of in your city that influence the selection of your store items?

Yes, we've recently started shipping internationally. Canberra is a place that when the weather is too hot and when the weather is cold it’s too cold. I go to public places and get inspiration in how people dress, what they like what hot and what’s not and also see how they style themselves.

What is the inspiration behind your latest Online Boutique collection for the spring/summer season?

My inspiration is clothes that are functional I wanted to have clothes that can be worn for different occasions, clothes that can be dressed down or dressed up because one of my biggest missions for me is for everyone to look like a million dollar with breaking their budget. I’m all about looking good on a budget because my biggest audience is the average women

Wow, I am sure everyone loves the idea of looking like a million dollars girl/boy. What is your go to fashion tips?

Every woman should have a little black dress simple is elegant, you don’t have to wear shiny stuff to be noticed wear clothes that compliment your body shape and also clothes that are comfortable

Based on your personal development research and business owner over the years. Are there certain pieces and accessories that are always in demand?

Yes casual wear and jewellery are always in demand it’s not everyday you get invited to a wedding but we have commitments /errands such as going to school work and going down to the shops or meeting up with friends at a restaurant

What is your favourite (s) runway experience(s) and why?

I was part of a show here in Canberra called RAW I was modelling for a friend, it’s a show for local designers to showcase their talents from that day on I just had a determination to get my store off the ground because I realized anything is possible it doesn’t matter how young or old you are you can always start on your dreams before that day I was always coming up with excuses as to why not to get into business but seeing those talents gave that push that I needed.

What advice you give to young entrepreneurs who are contemplating following in your footsteps?

Do your research develop a love/passion for it and be consistent it’s hard being an entrepreneur and there are many ups and downs but remain determined and your big break will come

What can we expect from you in the next 2 years or so?

A bigger online store with many more different products and also be a household name.

Who are other talented designers or stylist you would hope to collaborate with?

I would love to collaborate with different African designers around the globe I think we have many talented and untapped talent out there. Hopefully collaborate with different celebrities as well.

Thank you very much for your interview, Flora. I really enjoyed getting to know the inspiration behind HOUSE OF AMA brand. I look forward to re-interviewing you in near future. Hopeful see you do more collaboration with international designers.






38 views0 comments
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Sher Shares Blog

Great tips, I need to think about what kind of branding I want to convey.

nilcole cooking

Nicole's Cooking

Hi Neecee, This is Nicole, Such a wonderful sharing! Great Job! All the best! 

faith adodo

Faith Adodo

Thanks for this wonderful Interview. I love the questions and enthusiasm. 

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