In 2017, about two years ago, I lost my mom. I started SAMARA as a way to honour the things she embodied and to turn pain into something bigger. To hopefully empower more women, and build a brand that represents simplicity, sustainability, beautiful design and impact.
I also realized that in a difficult situation, you have two options: either try to forget it, or rise up to it and let your energy create something meaningful.
Every day, SAMARA is challenging, and consuming, and in a world where there are literally millions of brands, it’s easy to get lost in it all. Two years ago, I didn’t know how manufacturing worked, how to create digital marketing campaigns, how to create a product timeline, how to navigate factories in Asia or how to direct a photoshoot. Every day, I jump into the deep end, because ultimately, I know the world needs better fashion, more sustainable materials and more efficient supply chains.
And then there’s YOU. You are the reason I’m still here, and believe that this little bag brand can turn into something bigger, because every day when I post something, or when I launch something, you’re here cheering me on just like I know my mom would be.
There are so many incredible women who have literally held my hand and showed me the way. From friends who listen patiently and carry their Minis with them wherever they go, to advisors who intro me to the most amazing factories in the world, to fellow female founders who intro me to their network, to people who stay up with me all night talking about what’s next and how to get there. Thank you. Thank you for being there, and for making me believe in magic ✨