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Support Ama Fi - Redefining women's shoes

Walk Worthy with Ama Fi.

We are a pre-seed, surgeon-designed, luxe-comfort, casual-chic shoe brand for women.

$14,519
pledged of$30,000 goal
41
0Days Left

Project Description

MEET AMA FI

 

Ama Fi is a new purpose-driven brand, disrupting the women’s casual and dress shoe category by
merging medicine, science, and fashion.

Ama-Fi-Shoes

WHO WE ARE

A team of dreamers powered by purpose and mission. 

Sisters and Founders

Dr. Eva Asomugha, a board-certified Orthopedic Surgeon and Foot and Ankle Specialist 

211010_AmaFi-Headshot-Session_034-Edit_HiRes

 

Ms. Idara Umoh, a senior executive with 20+ years’ experience leading major
business units in health-focused organizations

IDara-headshot

 

In strategic partnership with Brent James, Founder and Chief Creative Officer of Concept 21, an internationally-renowned shoe development firm.  

THE PROBLEM

Painful, uncomfortable, and deformity-causing women's shoes

(Heel pain, plantar fasciitis, stress fractures, ankle sprains, bunions, hammertoes, blisters, low back and knee pain and the list goes on)

Fast fashion, poor fit, and bad construction despite high price tags

Limited style selections, sizes, and widths 

Women deserve and desire more!

OUR APPROACH

Merge Medicine + Fashion 

Redefine Vision + Standards

Seize opportunity + Demand

Ama Fi will deliver luxurious, comfortable, supportive, anatomical, and high-style shoes to women. 

Patentable, Proprietary, and Data-Driven Custom Solutions

To be developed: Four casual-chic shoes + an "At home" shoe featuring Ama Fi's proprietary insole and footbed, all designed from our customized, hybrid shoe last (mold)

Our style perspective is different from any major shoe brand on the market.

We are chic and effortlessly beautiful.  We design through a lens influenced by our West African heritage. 

We have an eye towards continuous improvement and sustainability.  Fast and environmentally-extractive fashion is our antithesis!

Check out our design board

 

The Market 

$30B luxury women's shoe industry

A steady compound annual growth rate of 7% with continued growth through the end of the decade

An available market share of 45% 

Since the pandemic, there has been an even greater emphases on luxe-comfort apparel and a greater focus on self care, health, and wellness.

OUR ASK

We are raising $30,000 in pre-seed funding support. 

This will fund the design and sample development of two of our shoe lines, custom molds (lasts), and proprietary insole. 

Thank you

 

 

**Some product images provided are representative only.

 

 

 

 

 

Updates

The Campaign FAQs

Do you already have a store to buy your shoes?

No, we are still in the R&D phase of our design phase.  This campaign will support the R&D of two of our main product lines.  Please visit our website at http://www.amafishoes.com to get on our email list to receive update on new products and launches. 

Am I able to return the shoes if they don't fit?

No, at this time we do not offer the option to return samples created.  However, please contact us, we would be happy to receive your feedback and explore different sizing option that better meets your needs once we are fully launched.

Can I give more or invest in the company?

Yes.  We are raising now for our pre-seed round! Please feel free to reach out to us via our website for more details. 

Why do you have to raise so much money? Why are your shoes so special?

All of our shoes are designed from a custom last, or mold, designed by our team of experts.  This means we don't use any off-shelf tooling for our shoes.   This leads to much higher start-up costs than traditional shoe companies.

 

 

 

 

Chaunetta J.
01/27/2023
Ama Fi indoor shoe + T'shirt swag
$250
Katie Anthony
01/11/2023
Monetary Contribution
$24
Meliha Martin
01/10/2023
Ama Fi indoor shoe + T'shirt swag
$250
April Lasker
12/29/2022
Monetary Contribution
$50
Meliha Martin
12/27/2022
Ama Fi indoor shoe + T'shirt swag
$250
aspasia xypolia
12/24/2022
Ama Fi indoor shoe + T'shirt swag
$250
Angie Rodgers
12/23/2022
Monetary Contribution
$5,000
Emily London
12/16/2022
Monetary Contribution
$25
Dawn Battle
12/16/2022
Ama Fi T'Shirt Swag
$100
Dawn Cornelius
12/16/2022
Ama Fi T'Shirt Swag
$100
Monetary Contribution

Just Because I Care

19 Supporters
Select this reward
100.00 USD
Ama Fi T'Shirt Swag

Custom Ama Fi T-Shirts

100% airlume combed and ringspun Jersey cotton T-shirts with tear away label and side seams.  Shirts are sized from S to XL. 

Available in v-neck or crew.

Color: Black shirt with gold Ama Fi logo and tag line. 

Please specify size and neck type.

 

 

 

493 Left
7 Supporters
Select this reward
350.00 USD
Ama Fi MVP shoe+ T'shirt swag

Be amongst the first to receive a pair of our "Adiaha's".

This is the brand’s signature low-heeled flat. This shoe performs best for the most discerning customers who need style and may have to be on their feet
for most of the day - health care workers, photographers, hair stylists, busy traveling executives, flight attendants, and those
who are standing and walking often - as there is absolutely no fuss.

Adiaha is designed with Ama Fi’s signature shaped toe box with a stabilizing heel counter, proprietary insole, and is offered in luxe leathers and suedes. Functionally, Adiaha’s versatility lends itself to both leisure or business attire - a pencil skirt,
skinny jeans, or sleek trousers. 

You will also receive an Ama Fi Jersey T shirt along with your contribution.  

In order to receive the most accurate size, please provide your foot size(right and left) in centimeters measured from the back of the heel along the sole to the longest toe; along with your traditional shoe size.   Please also specify, crew or v-neck, and t-shirt size. 

70 Left
5 Supporters
Select this reward

About the Entrepreneur

Rewards

Monetary Contribution

Just Because I Care

19 Supporters
Select this reward
100.00 USD
Ama Fi T'Shirt Swag

Custom Ama Fi T-Shirts

100% airlume combed and ringspun Jersey cotton T-shirts with tear away label and side seams.  Shirts are sized from S to XL. 

Available in v-neck or crew.

Color: Black shirt with gold Ama Fi logo and tag line. 

Please specify size and neck type.

 

 

 

493 Left
7 Supporters
Select this reward
350.00 USD
Ama Fi MVP shoe+ T'shirt swag

Be amongst the first to receive a pair of our "Adiaha's".

This is the brand’s signature low-heeled flat. This shoe performs best for the most discerning customers who need style and may have to be on their feet
for most of the day - health care workers, photographers, hair stylists, busy traveling executives, flight attendants, and those
who are standing and walking often - as there is absolutely no fuss.

Adiaha is designed with Ama Fi’s signature shaped toe box with a stabilizing heel counter, proprietary insole, and is offered in luxe leathers and suedes. Functionally, Adiaha’s versatility lends itself to both leisure or business attire - a pencil skirt,
skinny jeans, or sleek trousers. 

You will also receive an Ama Fi Jersey T shirt along with your contribution.  

In order to receive the most accurate size, please provide your foot size(right and left) in centimeters measured from the back of the heel along the sole to the longest toe; along with your traditional shoe size.   Please also specify, crew or v-neck, and t-shirt size. 

70 Left
5 Supporters
Select this reward