Amber Keating and Julia Laaman had a dream. They wanted to create quality foundation pieces that would form the basis for permanent fashion. This is the inspiration behind their label AmberJules.

The garments had to have classic appeal in both design and colour. A narrow colour palette was chosen and all garments are always in the refined tones of grey, ivory, beige or blue. This minimalist colour palette exudes simple elegance and unisex appeal.

In design, the garments had to be beautiful yet functional, catering to the modern lifestyle that often moves quickly from casual to classic dress. They needed to be made with the idea of forming a union between comfort and elegance. Quality of materials was therefore paramount.

‘Rather than pursuing each seasonal trend, we have decided to offer quality pieces for all seasons all year round.’

‘Our intention is to be creators of beautiful, quality products that just happen to also be replicated identically for children.’