Our Story / Amaia
WITH AMAIA, ELEGANCE STARTS FROM BIRTH
Since 2004
THE FOUNDER
Mother of three, Spanish married to a French husband and living in London for over 20 years, Amaia Arrieta left her career in International Finance to live her passion for children and fashion in 2004 and created Amaia. Since then she indulges in her love for prints, fabrics, colours and her dedication to children and family."When I was expecting my first child, I started to look for baby clothes, excited by this new adventure. I soon realised that beautiful, high quality, classic but reasonably priced outfits like in Spain were impossible to get in London! I truly thought there was a need for these beautifully handmade pieces to be shared with the whole world.
PROMOTING HERITAGE AND CRAFTMANSHIP
From the very beginning, Amaia’s mission has been clear: to preserve and protect Spanish and European textile heritage.
Each Amaia piece is produced in small family-run ateliers, using traditional techniques passed down through generations. Amaia personally knows the skilled seamstresses behind every garment — a relationship built on trust, respect, and shared pride in craftsmanship.
In an era of fast fashion and globalised manufacturing, Amaia stands firmly for slow fashion, ethical production, and local expertise. As many European textile professions face extinction due to outsourcing and industrialisation, Amaia remains committed to safeguarding these disappearing crafts — from fine hand embroidery to artisanal dressmaking.
This dedication not only supports families, communities, and regional economies, but also ensures that every Amaia garment carries a story, a soul, and a level of quality that cannot be replicated.
ELEGANT, REFINED, JOYFUL AND TIMELESS
Designed by a mother, for families.
Amaia collections are created with real life in mind — comfortable, easy to wear, and beautifully made, without compromising on elegance. The brand is known for its timeless silhouettes, harmonious colour palettes, and sibling-matching outfits, designed to be cherished, handed down, and remembered.
Each piece reflects Amaia’s belief that children should look like children — free, joyful, and effortlessly elegant — whether dressing for everyday adventures or milestone celebrations.
THE INSPIRATION
Amaia Arrieta is a lifelong admirer of family, tradition, and the poetic innocence of childhood. Her inspiration comes from her own upbringing and from watching her children grow.
“My children have always been my greatest inspiration, along with the memories of my own childhood — the care my mother took in choosing our clothes, and the special moments spent in small ateliers selecting and fitting garments.”
These memories — of craftsmanship, intention, and beauty — are woven into every Amaia collection. They define the brand’s aesthetic and guide its future: honouring the past while dressing the children of today.
AMAIA TODAY
What began as a deeply personal journey soon became a globally recognised luxury childrenswear brand, known for its exceptional European craftsmanship, distinctive prints, and enduring style. Amaia has dressed children of the British Royal Family for many years, taken part in royal weddings, and was honoured with the Queen’s Award for International Trade, recognising the brand’s heritage, quality, and international excellence. Today, Amaia dresses children from birth to adolescence, for everyday moments and life’s most special occasions.