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Amina Muaddi on Crafting Confidence, Creativity, and Celebrity in Fashion

Find out how the Jordanian-Romanian powerhouse Amina Muaddi runs her business

Amina Muaddi – The Brand, The Proposal

Amina Muaddi has clearly disrupted the market, as the results speak for themselves. The almost 37-year-old (her birthday is in May) is in charge of a multimillion dirham accessories enterprise she launched in 2018. In just six years, the CEO and creative director has made significant progress, with over 75 retailers worldwide offering her Paris-designed and Italian-made collection.

What is the secret of her success? “I will take any risk if it is something I completely believe in,” she says. “And I believe it has to do with my gut. And with my instinct, which many logical people dismiss, but which I passionately feel has led me throughout my career.

“I definitely only want to do things my way,” Amina Muaddi says, careful with her words.

She’s thinking about if she’s a perfectionist who doesn’t back down from the strength of her views. “That is the advantage and disadvantage of having this type of personality. I enjoy taking risks, but it doesn’t mean I’m not terrified. That is surprising given that the Jordanian-Romanian shoe queen exudes confidence.

Amina’s Innovative Ideas

Amina Muaddis shoes are distinguished by their signature pyramid and sculptural heels, translucent bows, vibrant hues, and 40-50 components in each design. Each piece exudes femininity, edginess, and a look-at-me atmosphere. This is footwear that gets you noticed, with a touch of whimsy. It feels costly and effortlessly posh. All the cool girls own a pair of her lovely Cinderella-inspired Begum shoes.

Amina’s creativity and bravery have earned her a plethora of celebrity admirers. Kylie and Kendell Jenner, Miley Cyrus, and Dua Lipa have all been photographed wearing her heels. Aminas are extensively featured in Beyoncé’s tours and cover stories.

Celebrities are not only purchasing but also pursuing her for collaborations, but she has only chosen three thus far. Rihanna, for example, hired Amina to help with her Fenty footwear after being introduced to the brand by the singer’s stylist Jahleel Weaver. “What I like about collaborating is that it allows you to step outside of your comfort zone and do things you might not have tried otherwise. I consider myself quite fortunate to have had that opportunity, although we were pretty choosy.

Only if I felt they were entirely organic, that I was completely delighted to execute them, and that I was going to give the job my all. Working with musicians like Rihanna is incredible; you get to see their creative process, taste, and vision of fashion,” she exclaims. Other collaborations have included AWGE and Wolford, a perfect fit given hosiery’s fondness for footwear.

What seems to link all of these women together? A feeling of confidence. And you can’t help but feel that the designs capture Amina’s spirit. After co-founding Oscar Tiye in 2012 (the two split in 2017) and working on couturier Alexandre Vauthier’s shoe line, she finally put her name on a label; was it a difficult decision? “It wasn’t my first rodeo,” she says, laughing. “So, when I started this project, I had a strong desire for it to succeed and to produce something that was completely authentic to me. I wanted to fully identify myself and who I was at the time. She pauses, reflecting, “I believe I had no other alternative.

Having previously owned another brand, this was a natural evolution. As a designer, I was already well-known in the fashion industry, among buyers and people with whom I had worked. “That made sense.” It certainly did; her debut collection was sold to ten high-end stores, including Bergdorf Goodman and Harrods, and sold out in 24 hours.

Escalating the Business

What began as a foot-focused business has evolved into a thriving head-to-toe accessories maison, with newly introduced statement jewelry and evening and daily purses entering the mix. Was this always Amina’s grand plan, given that she lived in Amman until the age of six and had always wanted to work in the fashion industry? “I’m really spontaneous, and I prefer to go with the flow. I prefer to find solutions. Being an entrepreneur requires you to constantly address problems on the go. So I can do short-term thinking, planning, and problem solving. And, of course, I can see the long-term goals and what I want to build. It’s more like a large picture.


What will her puzzle look like when it is finished? “My puzzle was to build a successful business and have many women throughout the world wearing my shoes and being pleased. Simply being able to brighten people’s days with what I do. In our field of employment, we do not save lives. But what makes me happy is when we can put a smile on someone’s face and develop goods that people enjoy and can wear again and again throughout the years.”

She may not realize it, but she exemplifies the concept of girl strength. The European Institute of Design graduate goes on to explain, “To be a woman in this industry and just do something that I dreamt up, to be able to inspire future generations and women across the globe to take their destiny in their own hands, and accomplish their dreams. That’s also a bonus.”

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