Enamore
• Creative women’s wear• Hemp, organic cotton, vintage
• Clothing, lingerie & accessories
• UK manufactured
• Playful, quirky styles, inspiration in 1950s pin ups
• Based in Bath
The business
Enamore was born out of designer Jenny Ambrose’s love for vintage patterns and printed fabrics. Her vision was to create young beautiful, playful and quirky designs from organic fabrics and vintage textiles.
Sourcing/manufacture
Hemp and hemp blend fabrics are sourced from China. Silk and organic cotton are sourced from India. All fabrics used are a minimum of 55% organic content and/or vintage [recycled and collector fabrics]. There is currently no certification for hemp although it is known to be the most sustainable fibre with little water used in its cultivation and no pesticides/herbicides. Enamore uses organic cotton that has been certified by SKAL. The label strives to use as many 100% organic fabrics as possible.
Enamore’s collections are manufactured in the UK. Garments are produced in the Enamore studio in Bath and by outworkers in their own homes. Many items are manufactured in a small production unit in London.
Product/market
Enamore’s range features organic and vintage fashion, including dresses and separates. Enamore also produce lingerie ranges including bras, knickers, and camisoles as well as accessories including bags and brooches. Designs are seen as part of a continued collection instead of having a specified theme per season. When a design proves popular, for instance the signature French knickers, it is kept on the website rather than ceasing production to make way for a new season’s collection. Pieces that are less popular are sold for a short period and replaced with new ideas.
The inspiration is 1950s pin ups and this is mixed with modern shapes and designs. A vintage lace theme runs throughout the collections.
The target market is 25-45. Generally customers are professionals and have an existing interest in organic lifestyle and food products. A lot of orders come from men buying lingerie as a gift, especially for Valentine’s Day, Christmas and birthdays.
For lingerie, prices range from £16 for an eye mask to £66 for a nightdress or approximately £75-£102 for a set. For clothing, prices range from £55 for a Bolero jacket to £175 for a dress. To see a full range of prices visit the Enamore online shop.
Enamore products are retailed all over the UK as well as in Europe and the USA. You can see a full list of stockists on the
Enamore website.
Sustainability
The least amount of waste possible is created in the studio and office by reducing, reusing and recycling. Textile waste, paper, card, metals and plastics are all recycled
Unused and unwanted fabrics and other materials are donated to local schools and colleges for art and education purposes.
Enamore only use fabrics with a minimum of 55% organic or recycled content coloured using azo-free dyes; these fabrics include hemp, cotton and recycled polyester. Each new collection contains a greater proportion of 100% certified organic materials and Enamore continue to strive to use the most sustainable fabrics every year.
Enamore is working with small production units in the UK where employees are paid a fair wage and have regular working hours. They have made regular visits to the factory and are happy with the standard of the working conditions. Enamore also employ outworkers locally to fulfil smaller orders.
What next?
Expand other ranges to include more structured: bras, corsets and also everyday pieces within lingerie. Explore new gift ideas such as matching bags and organic pot pourri for underwear drawers. Broaden the clothing collection to include jackets, blouses and trousers. Possible launch of a special boxer-short, to test the market for men’s underwear.
In terms of sustainability: Enamore is aiming towards certification of its ethical/ sustainable credentials in the next couple of years; this is difficult at the moment due to the broad variety of fabrics used in garments.
Interested in exploring new fabrics like bamboo, Enamore is always open to new products/ fabrics and innovations.
Production is currently UK based but in the future Enamore will be looking at the possibility of producing in India. If they do go ahead with this plan, the fabrics will also be sourced in India; this will minimise air transport and carbon emissions.
For more information visit the Enamore website.
Check out Enamore in our gallery.
