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Hey lovely,
I wanted to take a moment to personally welcome you to By Amica. If you're here it means you're part of something special - a community of incredible women who lift each other up, embrace their individuality and know that fashion is about feeling as good as you look.
Back in April 2016, before By Amica was even a thing, I was just a girl with a sewing machine in the corner of my tiny one-room apartment, a whole lot of passion and a Facebook account. At the time, online fashion was booming but something was missing. There weren’t enough brands truly listening to women. Where were the clothes that actually fit, made you feel amazing and embraced every size, shape and stage of life?
That’s when I decided to do things differently. I started sewing, designing, and creating with real women in mind - mums, working professionals, students, curvy queens, petite babes and everyone in between. I shared my designs in a small Facebook group and before I knew it, orders started rolling in. But more than that, the conversations started. Women weren’t just buying clothes - they were opening up about what they wanted, what frustrated them about fashion and what made them feel truly seen.
That group? It’s now 171,000+ women strong. And By Amica (formerly Dee’s Pop Up Shop) isn’t just a brand - it’s a movement.
Fast forward 6 years, 2 kids, 15 employees and countless designs later, it was time to evolve. Dee's Pop Up Shop had outgrown its little handwritten logo and pink hues. We needed something that truly reflected who we had become, a brand that celebrates all women, all ages and all body types.
That's how By Amica was born. Inspired by the Latin word for 'friend', it perfectly captured what I had always envisioned - your Friend in Fashion. Plus, it didn't hurt that it rhymed with my boys' names, Luca & Oscar (you guessed it - my first and forever loves!).
