AMOIIA is a Netherlands-based luxury leather goods house, founded in 2019.

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Coming from a background at the Ministry of Defence, I often found myself navigating traditionally masculine spaces. I wanted to feel strong, confident, and powerful - without compromising my femininity. That experience shaped how I dress and the accessories I choose: pieces that empower, elevate, and feel deeply personal. I’ve always had a passion for luxury designer bags, but their bold logos and overt designs often felt out of place in my professional life. What I longed for - something elegant yet discreet, refined yet empowering - didn’t seem to exist. So I created it.

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AMOIIA was born from the desire to design luxury bags that reflect strength, femininity, and intention. Our pieces are timeless, understated, and made to be cherished. I believe in slow consumption and meaningful design - creating bags that grow more beautiful with time and wear. Our signature aesthetic blends clean, classic silhouettes with bold edge painting - a subtle nod to masculine strength - while maintaining a distinctly feminine look and feel.

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As a digital, direct-to-consumer brand, AMOIIA allows us to craft our bags in Italy using the finest leathers and artisanal techniques, while keeping them at an accessible price point. It also lets us stay close to you - our customer. We produce in small, thoughtful runs. When a batch sells out, you can join the waiting list to be the first to know when it's back. We deeply value your feedback, whether it’s thoughts on current pieces or ideas for future designs. Your voice helps shape what we create next.

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— Amber de Vries, Founder of AMOIIA