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Why Amavii Has Become the Go-To Eyewear Brand for Celebs

Photo by Claudio Lavenia / Getty Images

Toronto founder Doris Nagy talks about the label’s innovative shape and content, sustainability initiatives and well-known fans.

Seen on the likes of Jennifer Lopez, Hailey Bieber and Gigi Hadid, Amavi is an exceptional name in the eyewear game – but not just because of its celebrity fans. Launched by Toronto-born entrepreneur Doris Nagy, the brand finds itself thanks to the use of novel materials as well as its attention to long-ignored customers.

“We were trying to solve a pain point,” Ng says of what inspired him to start the direct-to-consumer label in 2018. “As an Asian woman, I have a broad face and a lower nose bridge. I was shopping in Milan – one of the fashion capitals of the world – and was looking for sunglasses. I went from one shop to another. Went on, but did not find what I thought was right.

NGE, whose background is in the e-commerce and retail distribution sectors of the fashion industry, noted the lack of range in the optical space and wondered why “there were no sizing options for eyewear like there are for clothes.” They looked further at the issue by asking others about their experiences shopping for glasses, and realized that people found that many styles were not suited to their particular needs. Some even admitted buying children’s glasses because other items were not properly fitted, while others spoke of physical discomfort caused by ill-fitting and heavy eyewear.

Determined to address these oversights, Nikki designed three fit options to reward styles that vary from classic shapes like the Amavaki, geometric “Piago” to more fashion-forward silhouettes. Customers can take a short fit quiz online to find out which size is best for them, and can also get recommendations on styles – considering how little IRL we shop these days, a Boon.

Ngie – whose current favorite pairing is the new “Mylo” shape, which comes in a variety of colorful pops – note that the fact that the brand sees so many repeat customers, they need to provide this very personalized service There is a testament to the benefits, not to mention an easy exchange and a three-year warranty.

Amavi’s skyrocketing success is not simply due to a focus on inclusiveness and customer service; Adopting the brand of aerospace titanium – an extremely durable, lightweight and strong material that has been used in the fine jewelery industry for years – it makes its shades comfortable to wear for a long time. Hadid invaded her Amavis several times during Fashion Week last year, an interesting point considering street style has traditionally emphasized newness in one’s wardrobe, not a versatile and long-wearing item.

Amavii eyewear
Photography courtesy of Amavii

“It was an important moment for our brand,” Nagi said of Amavi’s repeated wear of the “Benjamin” aviator-style Hadith, adding that celebrities have plenty of options when they wear them. “The fact that they have systematically chosen to wear our sunglasses means that we are doing the right thing here.”

And speaking of doing the right thing, Ngie launched Amavi’s partnership with Trees. Another important aspect of the company’s recipe for success. Due to its “Buy a Pair, Plant a Tree” campaign, the brand has contributed to planting more than 20,000 trees so far.

“It really means what we’re doing because we’re not just a business, we’re also giving back,” Nagi says, noting that the brand has also supported COVID-19 response support and in breast cancer organizations Has donated the past tense. “Climate change is something that’s always on my mind, and I’m always thinking about what kind of world we want to leave for the next generation,” she continues. Not surprisingly, he certainly has his baits to look forward to.

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