Why We Love Amari

We've stocked Amari ever since their inception in 2007. It’s a label that epitomises our own fashion values: colour, vibrant prints, great value and above all, FUN! As the local boutique for lots of our customers, we try to keep the stock turning over fast so there’s always something new to see. But Amari bucks this trend - they consistently produce the easy-to-wear, different-from-the-chains look that our customers love, and at very decent prices. This means that Amari tends to have a longer shelf life than a lot of our other lines.

We often hear people comparing Amari clothes to brands like White Stuff and Boden. However, as many MAKE customers can tell you, Amari’s massive competitive advantage over these well known high street names is price, with no compromise on quality.

So how to define Amari style? And why is it so popular with our customers? Well for a start you could describe the look as unpretentious. Amari make clothes for women who have a life to lead, so the fabrics are always easy to look after, and easy to wear - they’re often stretchy, while maintaining their shape. There’s not a zip or fastener to be found in the current collection we’re stocking which means you can sling it on and go, knowing you look great.

Zoe Dress

This Zoe Dress for example is stunning - you just know you'll stand out from the crowd in this, with its textured crochet fabric. And yet it's so comfortable - even the lining is stretchy, making it one of those garments you almost forget you're wearing.


You’ll often hear us talking about the ‘classic’ Amari dress, or how their shapes are cut to flatter. Take the Bethany and Lauren dresses for example. 

Lauren dress

Bethany Dress

Over the years Amari have created lots of dresses to this basic shape; a v neck, coming in just under the bust with a tie back or bow at the front, and the trademark frill at the bottom. It’s the classic empire line - great for pear shapes who want to disguise the stomach area while the v neck minimises a larger bust. The frill at the bottom also draws the eye away from bits you might want to disguise and helps the elongating effect this shape has.

And then there’s the prints. As you’ll know if you’ve visited MAKE our stock in trade is colour and print, so it’s no wonder MAKE and Amari are a marriage made in heaven! There are so many we’d point to right now (why not take a look at what we stock at our website), but we really adore the paisley print on this little top - classic, pretty and fabulous colours to boot.

Another great reason to check out Amari is the sheer versatility of the garments they produce. They’re not only great value in terms of price, but because you’ll find so many opportunities to wear them. We’ve already shown you the Zoe Dress which would look great at work or even a wedding, but take the Georgia dress pictured here.

Georgia Dress

Now the model wearing it has been styled to look quite ‘officey’ to my mind. But I think the pocket detail at the front means this dress can also be worn in a much more casual manner, perhaps with leggings underneath, some flat shoes or a nice cardi layered over it. You can’t tell from the photo but there’s a fair amount of stretch to this fabric so again it’s very easy to wear.

This versatility of style reminds me of something I wrote on our Facebook page last year about an Amari summer dress. I commented that it would be equally appropriate to wear it while out shopping for veg, or to a Summer wedding, depending on what you wore with it or how it was accessorised. I think the same holds true for many of Amari’s dresses this year too. And that’s the reason Amari is still one of our most popular brands.