Ama Pure
Ama Pure is an Italian luxury cashmere brand founded in 2010 that sells handcrafted 100% cashmere accessories and knitwear—including stoles, scarves, capes, and sweaters—directly to affluent global consumers via its owned e-commerce platform.
- Company typePrivate
- Founded2010
- HeadquartersCarpi, Italy
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ama Pure does
Ama Pure is an Italian luxury cashmere fashion brand founded in 2010 in Carpi, Modena, by Luciana Fazio, with co-founder Gian Marco Tavani. The company produces and sells 100% cashmere accessories—including stoles, scarves, foulards, capes, ponchos, knitted sweaters, slippers, and travel plaids—targeted at affluent consumers worldwide who value Italian craftsmanship, ethical sourcing, and artistic design.
The brand's product line rests on artisanal finishing techniques developed in-house in the Italian atelier: hand-spraying for color and geometric effects, digital printing, hand painting with color rollers, and proprietary dyed processes that produce vintage-style finishes. Cashmere fibers are sourced from Hircus goats in Inner Mongolia, including the Alashan region, and finished in Italy. Beyond core categories, Ama Pure runs seasonal collections (Flowerie Summer, Earthy Wine Winter) and signature lines (Starlight, Oro, Solid, 3 Frames, Infinity, Teddy Bear), plus a capsule collaboration with artist Simone Fugazzotto. Products are priced at luxury levels, ranging from approximately $106 for entry-level slippers to over $1,389 for woven cashmere capes.
Ama Pure operates an exclusive direct-to-consumer model through its owned e-commerce storefront (ama-pure.com), supported by multi-currency checkout and a broad payment stack including credit cards, PayPal, Klarna, Apple Pay, Google Pay, and regional options. The site ships to over 100 countries, though commercial activity is concentrated in Italy, the UK, and the US. Marketing is driven by organic content and Instagram, with no paid advertising disclosed. Revenue is generated entirely through one-time product purchases and digital gift cards (€50–€1,000); there is no subscription, wholesale, or third-party retail channel. The legal entity is A.m.a srl, with a stated share capital of €40,000.
Ama Pure firmographics
Firmographics- Name
- Ama Pure
- Legal name
- A.m.a srl
- Website
- https://ama-pure.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Ama Pure is an Italian luxury cashmere brand founded in 2010 that sells handcrafted 100% cashmere accessories and knitwear—including stoles, scarves, capes, and sweaters—directly to affluent global consumers via its owned e-commerce platform.
- Ownership category
- akta.pro rank
Ama Pure industry classification
Industry- Product category
- Luxury Cashmere Accessories and Apparel
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (3159), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Luxury Scarves, Gloves & Cold-Weather Accessories (CRAKAEAF)
- akta.pro secondary industry
- Scarves/Shawls/Winter Neckwear Manufacturing (IMAOAFAD)
Keywords
Where Ama Pure is headquartered
LocationHeadquarters
- HQ city
- Carpi
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Ama Pure business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Luxury Cashmere Product Sales: One-time purchase revenue from selling high-end cashmere accessories including stoles, scarves, foulards, capes, ponchos, knitted sweaters, slippers, and travel plaids. Products are priced at premium levels ($106-$1,389+) reflecting the luxury positioning and 100% cashmere composition.
- Gift Cards: Digital gift cards available in denominations from €50 to €1,000, allowing recipients to choose their own cashmere products. Gift cards have no expiry and are non-refundable.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level accessories starting at $106 |
| Unit Pricing | Pay-as-you-go | Mid-range stoles and scarves $217-$773 |
| Unit Pricing | Pay-as-you-go | Premium capes and ponchos $750-$1,389 |
| Unit Pricing | Pay-as-you-go | Knitted sweaters $495-$884 |
| Unit Pricing | Pay-as-you-go | Gift Cards €50-€1,000 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Ama Pure product offering
Product offeringCore offering
Ama Pure manufactures and sells 100% cashmere luxury accessories and apparel — including stoles, shawls, scarves, foulards, capes, ponchos, knitted sweaters, slippers, and travel plaids — handcrafted in its Italian atelier in Carpi using proprietary artisanal finishing techniques. The company sells exclusively through its own direct-to-consumer e-commerce storefront, shipping to 100+ countries with multi-currency pricing ranging from approximately $106 for slippers to over $1,389 for premium woven capes.
Product overview
Ama Pure is a luxury fashion brand specializing in 100% cashmere scarves, stoles, shawls, capes, ponchos, knitwear, and home accessories, all handcrafted in Italy. The product portfolio includes core categories (Stoles and Shawls, Original Scarves, Carrè and Foulard, Capes and Ponchos, Knitted Sweaters, Slippers, Plaid and Travel Plaid), seasonal collections (Flowerie Summer, Earthy Wine Winter), and designer collaborations (x Simone Fugazzotto). Signature product lines include Starlight, Oro, Teddy Bear, Solid, 3 Frames, and Infinity collections. All products feature pure cashmere fibers sourced from Inner Mongolia, processed using artisanal techniques including hand-spraying, digital printing, hand painting, and dyeing. The brand operates an e-commerce platform with multi-currency support and accepts various payment methods.
Differentiator
Problem solved
Functional benefit
Brands
- Ama Pure x Simone Fugazzotto: Collaborative collection with artist Simone Fugazzotto featuring monkey-themed artistic prints on cashmere products.
Products and services
- Stoles and Shawls Luxury 100% cashmere stoles and shawls in various sizes, prints, and signature lines (Starlight, Oro, Solid, 3 Frames, Infinity), designed for timeless elegance and versatility across seasons; sold direct-to-consumer globally.
- Original Scarves Handcrafted cashmere scarves featuring distinctive prints including double-face designs and SAGA fox fur-trimmed capes, targeted at luxury fashion consumers.
- Carrè and Foulard Refined foulards and carrés crafted from cashmere or cashmere-silk blends, featuring prints ranging from timeless paisley to modern geometric patterns.
- Capes and Ponchos Luxurious cashmere capes and ponchos including knitted variants, digital printed designs, and SAGA fox fur-trimmed options priced up to ~$1,050.
- Knitted Sweaters Cashmere knitwear including cable knit, fit-style, v-neck, and Dolce Vita collection sweaters priced $495–$884.
- Slippers (Cinderella Collection) Luxury cashmere slippers in the Cinderella collection, available in multiple colors and serving as the entry-level price point ($106–$139).
- Plaid and Travel Plaid Hand-woven or hand-knitted cashmere blankets and travel throws crafted by skilled artisans in the Italian atelier, positioned as premium home accessories.
- Ama Pure x Simone Fugazzotto Collection Artistic collaboration with artist Simone Fugazzotto featuring his distinctive monkey-figure artwork printed on cashmere foulards and ponchos.
- Flowerie Summer Collection Spring–summer collection featuring floral-inspired prints including Fleurie, Peonie, Peacock, Libellule, Eden, and Butterfly patterns.
- Earthy Wine Winter Collection Fall–winter collection featuring warm earthy tones and wine-inspired colors across stoles, plaids, capes, and knitted sweaters.
- Gift Card Digital gift cards available in denominations from €50 to €1,000, redeemable exclusively online with no expiry and non-refundable terms.
Companies that use Ama Pure
Customer profileSegments3 records
Ideal customer profiles2 records
Ama Pure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Ama Pure partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Simone FugazzottocoreSimone Fugazzotto is an artist who creates distinctive monkey-figure artwork featured on Ama Pure products including foulards and ponchos. The collaboration incorporates anthropomorphic monkey figures into luxury cashmere accessories, creating a unique artistic crossover. Fugazzotto's work explores themes of human behavior through animal metaphors.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Ama Pure competitors and assessment
Company assessmentDirect peers
- Repeat Cashmere: European cashmere brand offering scarves, sweaters, and accessories with a focus on Scandinavian/European design. Closely comparable to Ama Pure on cashmere scarves/accessories and DTC-led European luxury positioning.
- The Elder Statesman: Luxury cashmere brand from Los Angeles offering sweaters, scarves, hats, and accessories at ultra-premium prices. Comparable to Ama Pure on 100% cashmere focus, artistic/limited-edition drops, and direct-to-consumer luxury model.
- Faliero Sarti: Italian-made luxury scarves and shawls brand, with strong artisanal print/design heritage. Directly comparable to Ama Pure on product category (scarves, shawls, foulards), Italian manufacturing base, and luxury positioning.
- N.Peal: British luxury cashmere brand selling sweaters, scarves, and accessories through DTC e-commerce. Comparable to Ama Pure in 100% cashmere positioning, premium pricing, and DTC-first go-to-market.
- Eric Bompard: French maison specializing in 100% cashmere knitwear and accessories sold via DTC and boutique retail. Comparable on cashmere specialization, premium pricing, and artisanal positioning.
Emerging players
- Sofia Cashmere: Boutique cashmere brand offering scarves, sweaters, and home accessories. Comparable to Ama Pure on premium cashmere positioning and accessory-led assortment, with overlapping DTC gifting angle.
- Gobi Cashmere: Mongolian-origin cashmere brand selling scarves, sweaters, and blankets through DTC. Comparable to Ama Pure on cashmere specialization and traceable sourcing narrative, though positioned at lower price points.
Broad incumbents
- Loro Piana: Italian luxury textile house and the global benchmark for cashmere, with broad apparel and accessory lines. Overlaps Ama Pure on cashmere scarves/stoles/shawls but operates at vastly larger scale with wholesale, flagship retail, and diversification beyond cashmere.
- Brunello Cucinelli: Italian luxury ready-to-wear and cashmere house with global flagship retail. Comparable on artisanal Italian cashmere positioning but vastly broader in scope (full apparel, leather, home) and distribution.
- Hermès: Global luxury house with a celebrated cashmere and silk scarf business (carrés, shawls). Comparable on premium scarf/stole category and luxury positioning, but operates across many categories with extensive retail/wholesale networks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Ama Pure social profiles
Digital presenceAma Pure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ama Pure leadership team
Management profileNumber of profiles
Profiles2 records
Ama Pure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ama Pure M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ama Pure
What does Ama Pure do?
Ama Pure manufactures and sells 100% cashmere luxury accessories and apparel — including stoles, shawls, scarves, foulards, capes, ponchos, knitted sweaters, slippers, and travel plaids — handcrafted in its Italian atelier in Carpi using proprietary artisanal finishing techniques. The company sells exclusively through its own direct-to-consumer e-commerce storefront, shipping to 100+ countries with multi-currency pricing ranging from approximately $106 for slippers to over $1,389 for premium woven capes.
Is Ama Pure a public or private company?
Ama Pure is a private company. It is classified as family owned and is currently operating.
When was Ama Pure founded?
Ama Pure was founded in 2010. It employs 1 to 10 people.
Where is Ama Pure based?
Ama Pure is headquartered in Carpi, Italy, in the Europe region.
How does Ama Pure make money?
Two revenue lines are on record. Luxury Cashmere Product Sales are the primary driver. The others are gift Cards.
Who are Ama Pure's main competitors?
Direct peers on record are Repeat Cashmere, The Elder Statesman, Faliero Sarti, N.Peal and Eric Bompard. Emerging players are Sofia Cashmere and Gobi Cashmere. Broad incumbents are Loro Piana, Brunello Cucinelli and Hermès.
Does Ama Pure have an API?
No public API is recorded for Ama Pure.
What industry is Ama Pure in?
Ama Pure's product category is Luxury Cashmere Accessories and Apparel. Its primary akta.pro industry code is CRAKAEAF, Luxury Scarves, Gloves & Cold-Weather Accessories, with a secondary code of IMAOAFAD, Scarves/Shawls/Winter Neckwear Manufacturing. Its NAICS code is 3159 and its SIC code is 5600.