Retail Spotlight: Amara

Next in our retail spotlight series, we catch up with Amara founder Sam Hood. The luxury online boutique specialises in homeware, lighting, gifts and furniture, and stocks a selection of Newgate clocks to boot! Read on to find out how Amara went from a single small boutique to an international online emporium of vibrant interiors and inspiration. 


Sam started Amara from her kitchen table with her husband Andrew. The business has gone from strength-to-strength to become the global online retailer it is today. It was during the renovation of her own home, Sam discovered it was near-impossible to find her favourite homeware brands online.

Amara was born in 2005 to deliver interior inspiration, the latest trends and products along with award-winning customer service.


Tell us a bit about yourself

My background has always been in design but originally in women’s fashion before I discovered I had a passion for interior design. I’m married to Andrew (CEO of Amara) and we have two teenage daughters. 



Tell us about your online store

I founded Amara 14 years ago with my husband and since those early days we’ve gone from a store in a small town in Essex to a global online retailer. We stock many wonderful and beautiful interior and lifestyle brands alongside our very own label brand A by Amara.  


What inspired you to start your business?

The concept of Amara began when I struggled to find pieces for my home renovation without going into London. I had thought about returning to work after having my daughters and the possibility of entering the world of interior design really excited me.  Between myself and Andrew we then took the idea from a kitchen table business to where we are today.



What kind of products do you sell? How would you describe your style?

We sell interior and lifestyle items from a mixture of well know lifestyle designer brands, niche independent brands and established interior brands.

The brands we stock allow us to have a mixed and eclectic style allowing us to appeal to everyone.





What's your favourite Newgate product?


I love the Mr Clarke Wall Clocks.  They have a great contemporary look which also has a timeless quality.



What advice would you have for other would-be business owners?


Take the leap and be brave-if you don’t try you may regret it.



Who or what are you influenced by?


I’m influenced by my travels, my team and my family.  




A big thanks to Sam for chatting to us. If you're looking for some home inspiration, exciting brands and high-end pieces visit to see the latest collection - including Newgate wall clocks and alarms.