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.
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.
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
Ms. Idara Umoh, a senior executive with 20+ years’ experience leading major
business units in health-focused organizations
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.
**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.
Be amongst the first to receive a pair of our "Abby's", Ama Fi's signature in the home shoe with built in arch support and made of the highest quality, softest materials. Ladies order a pair for yourself or men, order a pair for a special lady in your life.
These in-home shoes offer low back, knee, heel, and arch support.
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 shoe size range (i.e 8-9). Please also specify, crew or v-neck, and t-shirt size.
Just Because I Care
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.
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.
Rewards
Be amongst the first to receive a pair of our "Abby's", Ama Fi's signature in the home shoe with built in arch support and made of the highest quality, softest materials. Ladies order a pair for yourself or men, order a pair for a special lady in your life.
These in-home shoes offer low back, knee, heel, and arch support.
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 shoe size range (i.e 8-9). Please also specify, crew or v-neck, and t-shirt size.
Just Because I Care
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.
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.