Editor’s Note
**Editor’s Note:** This article explores the remarkable journey of a young entrepreneur who built a €45 million fashion empire from her teenage bedroom, defying her own doubts and capturing a clientele that ranges from everyday women to celebrities.
Worn by everyday women and the elite alike: Mélanie Laurent, Amel Bent, and Tiphaine Auzière have all fallen for this label from Nouvelle-Aquitaine. Accompanied by her mother, the businesswoman began the adventure unintentionally, without even believing in it. In an exclusive interview with the Journal des Femmes, she shares her story.
At a time when entrepreneurship is the Holy Grail for a generation seeking social success displayed on Instagram, she had already launched her jewelry house years ago, without making a big deal of it. Yet she would have every right to: the entrepreneur achieved the feat of growing from €150,000 to €45 million in revenue. Despite a success that could go to one’s head, she remains discreet and has come a long way since her university days: her brand is now a leader in its field, according to Kolsquare.
It all began in her teenage bedroom. Passionate about jewelry but with little money to indulge her good taste, Amaya improvised.
A passion she never intended to turn into a business, far from it. What she wanted was “to study law, to become a judge.” But through key encounters, her little makeshift workshop transformed into the massive brand L’Atelier d’Amaya. With nearly 80 boutiques to its name, and a promising future with London in its sights.
The heart of this enduring adventure? The human element. Friends who became supporters; early clients who opened their address books to promote the young label.
A novice in itinerant sales, she moved on to markets and flea markets. While she didn’t break sales records, they helped her gain visibility among potential customers.
But it only takes the right person to change everything: “She made a purchase from me and opened up her entire address book.” Word-of-mouth expanded her clientele, and boutique openings followed rapidly.
Her mother joined the adventure 6 months after the start. “She has always been handy. She loved sewing. She made the pouches.” With personalization at the core of the brand’s DNA, “it was my mom who hand-engraved” at the beginning.
A mother-daughter success story that is now written as a family. Amaya’s children, aged 8, 7, and 4.5, often share their opinions: “They gave me ideas. They were in the store last week and said, ‘You should put your photo up, some videos, explain the brand.’ They made me laugh.”
What’s next? “In 2-3 years, we’d like to expand to Spain or Italy.” And always the desire “that every woman can find herself in the brand. No matter if she’s tall or short.”
