[Not Yet Available in Japan] Reasons Why Swiss-Born "iman ama" Is Leading the Premium Bag Market

While luxury brands under conglomerates are stagnating, demand is rising for independent premium brands, contemporary brands, and niche brands.

Amidst this trend, Swiss-born iman ama has attracted considerable attention in the premium bag market. The co-founders, Sarah Iman and Céline Ama, have been friends since junior high school. Sharing both aesthetic values and pride as Afropeans, they founded the brand in their hometown Geneva in 2022.

The two state that their "mission is to stay connected with culture and preserve craftsmanship." This time, we interview Céline about everything from the brand’s inception to their innovative craftsmanship.

A Bag Brand Born from Friendship, Connecting Cultures & Emotions

First, could you tell us how the two of you met?

We are both from Geneva, Switzerland, and we turn 30 this year. We've been close creative friends for almost 20 years now.

We met 18 years ago in middle school. Our curiosity towards aesthetics, culture, and storytelling quickly brought us together, and over time, we fostered a deep trust and set of shared values. Through ongoing dialogue about design, identity, and purpose, we've strengthened our bond even more.

The brand name "iman ama" is derived from our middle names: Sarah Iman (of Ethiopian descent) and Céline Ama (of Ghanaian descent).

Tell us about your studies at university and your career paths leading up to founding the brand.

We studied at HEAD – Genève (Geneva University of Art and Design). Sarah earned a bachelor’s degree in interior architecture, and I received mine in fashion design.

After graduation, Sarah worked in interior architecture and hospitality in Geneva, while I moved to New York and got hands-on with crafting and ready-to-wear at brands like "Marc Jacobs" and "Proenza Schouler." Throughout these experiences, we always wanted to create something together that expresses our roots and blended backgrounds.

From best friends to business partners: When did you start conceptualizing the brand?

The idea for the brand took shape right after we had each built up experience in our respective fields.

"iman ama" is more than just a brand; it symbolizes a friendship that grew into a sisterhood, and is the crystallization of our shared vision to "design with intention."

Our complementary skills and creative perspectives naturally led us to create "objects" with both functionality and timeless beauty. Among these, handbags were our natural choice, as they are deeply tied to our bodies and are always present in women's lives.

At "iman ama," we respect Afro-European cultural heritage and sustainability, and create products that connect the beauty of our roots with modern needs. We put care into each one with deep respect for nature. We want to offer bags that people can be proud of not just for their style, but for the stories behind them as well.

"Afro-Minimalism" Leads to Bags Where Culture & Function Are in Harmony

The refined form of "iman ama" bags is striking. Can you tell us about the brand's aesthetic?

We call it "Afro-Minimalism." It’s inspired by the iconic African object, the calabash—a gourd—and reinterprets its natural form and versatility into contemporary bags. At the core, our designs are modern containers offering practical beauty that blends quietly into daily life.

Growing up in Switzerland has naturally instilled a minimalistic and constructed aesthetic in our style. We aim to blend simplicity, functionality, and cultural background—this fusion is at the core of "iman ama." Every detail holds its own story, whether it’s accentuating form with topstitching or infusing African craft sensibilities into jewelry-like hardware.

What makes "iman ama" unique, rooted in this aesthetic?

The blend of “cultural depth, innovation, and craftsmanship” is a defining feature of our brand. For example, in our bags, we use plant-based materials such as VEGEA® and OHOSKIN®, sourced from agricultural waste. The design inspired by the “fruit” calabash is brought to life using actual fruit-based materials—this unique “return to origins” is a hallmark of our brand ethos.

Production is handled by skilled Italian artisans, with every component, down to the hardware, designed in-house—Sarah is in charge of 3D modeling. Our respect for the craftsmanship we learned on the workshop floor shapes our vision to pass these skills to future generations. Preserving the deeply-rooted value of Europe’s small-scale artisan culture is one of our mission pillars.

How do you incorporate sustainability into your brand?

Sustainability lies at the heart of "iman ama." Since my student days, I have focused on environmental responsibility—taking apart vintage leather jackets to create one-of-a-kind pieces. Our current collection proactively uses biomaterials derived from agricultural waste, minimizing reliance on carbon-intensive resources.

Additionally, by committing to short-distance supply chains within Europe, we drastically reduce the environmental impact from transportation. In collaboration with a local Swiss company, we developed a limited “Boti” model using deadstock materials—demonstrating our commitment to both eco-consciousness and creativity.

Does this respect for nature connect to your roots?

Absolutely. While we hold Swiss and British nationalities, our roots trace back to Africa. To us, “Afro-European” is more than just heritage—it’s an attitude of keeping connections with one’s ancestry and culture alive in the present day.

We may not have grown up on the African continent, but by reflecting on our roots and consciously incorporating them into daily life in Geneva, we believe we can continue our cultural legacy. This perspective is deeply woven into our brand philosophy.

What does the future hold for iman ama?

We aim to establish "iman ama" as a transformative force in the next generation of premium, luxury bags. By “transformation,” we mean a creative yet problem-solving approach—prioritizing meaningful craftsmanship over fleeting trends.

In Fall 2025, we’ll debut a new color line at a sustainability-focused retail space inside an iconic Parisian department store. Looking ahead, we’re keen on expanding into Japan and are excited to meet partners who share our values.