Amschela is an UK affordable-luxury accessories brand originating from Bristol. We design timeless handbags with a playful edge—pieces that reflect the individuality of the modern, contemporary woman moving seamlessly from day to night. Sustainability and personality are at the heart of our vision.
We prioritise high-quality, environmentally responsible, certified materials that are kind to the planet and not harmful to animals, and carry a small leather collection whilst we continually work to reduce our carbon footprint. Social responsibility is embedded in our roadmap: by 2030 we aim for 100% traceability of all materials used in our products.
Our collections offer interchangeable, seasonal pieces that integrate into a capsule wardrobe. Clean, elegant lines meet modern texturing and a bold yet wearable colour palette—classic silhouettes designed to last for years.
Founded by Keri Andriana, Amschela exists to help reshape fashion into a more inclusive space—proving that luxury can be accessible without compromising on design or values. Drawing on a legal background, Keri champions non-traditional pathways into fashion and celebrates the “Britishness” of the brand through home-grown talent and craft.
The Amschela community spans the UK with a growing international following across the USA, Europe and Australia. We’ve been featured in leading titles including British Vogue, Elle, Vanity Fair, Tatler, British GQ, Sky, ITV and Google, and recognised with awards such as SW Luxury Accessories Retailer (Bristol Life Awards) and Business of the Year (MTM Awards).
Why We Evolved
We began as a handbag house. Our community styled those bags with their everyday uniforms—tees, hoodies, tailored layers—and kept asking us for the rest of the look. At the same time, our values matured: fewer, better pieces; seasonless design; materials that last. Evolving into a lifestyle brand lets us honour that promise from head to toe.
The Classic Monogram — our everlasting identifier
Amschela is built on story and structure; the Classic Monogram captures both. Inspired by our letterforms and the Amschela coin-seal geometry, we refined spacing and repeat so it reads as elegant texture first, logo second. It symbolises continuity—the thread that ties every collection together—and confidence that doesn’t need to shout.
Engineered for longevity, the motif is balanced to sit flat on seams, scaled for everything from small leather goods to outerwear, and coloured in our core palette (Honey Gold, deep black, calm neutrals). It translates across techniques—emboss, jacquard, print, quilting—so the signature stays recognisably Amschela, season after season.
Classic Monogram — Tiers
Atelier
Our elevated tier: statement pieces with refined construction, richer finishes and considered details—designed to showcase the Classic Monogram at its most crafted.
Essentials
Essentials sits within Classic Monogram as the everyday core. It distils the wardrobe to what works hardest—heavyweight tees and hoodies, refined sweats, clean knits and utility layers that pair effortlessly with our bags. Proportions are considered, fabrics are dense and resilient, and details are purpose-led so each piece holds its shape and style from weekday to weekend.
EVOLVE
Evolve is our answer to modern life and ambiguity, elevated essentials that work with our bags, built to be worn, repaired and re-worn. We favour high-gsm fabrics, resilient stitching and timeless cuts over fast-fashion churn. Where possible, we choose vegan and certified materials, and we’re on a path to 100% materials traceability by 2030.
This shift also deepens our social mission. Amschela has always championed access and opportunity; by broadening our range we create more entry points for our community (#withamschela) and more meaningful pathways for young people in our programmes.
In short: we didn’t change who we are—we expanded how we serve. Bags remain our icons. EVOLVE extends the same DNA—timeless design, playful detail, responsible making—across the wardrobe.
Why the Shift to Made to Order
We’ve moved to 100% made-to-order because the most sustainable item is the one that actually gets worn.
What this changes (and why it matters)
- No deadstock, no overproduction: We only cut and print once an order is placed, eliminating unsold inventory and landfill risk.
- Lower resource waste: On-demand cutting/printing reduces idle fabric, excess trims and energy used to make “just-in-case” units.
- Fewer warehouses, lighter footprint: Minimal storage means less space, lighting and climate control—shrinking our operational emissions.
- Better quality, longer life: We specify higher-gsm fabrics and resilient stitching because each piece is made with purpose, not for bulk.
- Hardware Sustainability – We’ve chosen unbranded hardware across our core lines because longevity beats logo load: standardised parts are easier to repair, replace and recycle, reduce obsolete stock, and avoid heavy decorative plating where possible. Quiet by choice. We don’t shout with hardware—because you can tell it’s AMSCHELA the moment you carry it. For Signature pieces, we reserve a minimal, replaceable coin-seal—kept modular so the product stays serviceable for years.
- Transparent timing, honest consumption: A short wait replaces impulse surplus—buy less, buy better, wear longer.
What stays the same
Our design values—timeless cuts, careful detailing, responsible materials—now paired with a production model that respects both people and planet.
The result
Made-to-order production reduces waste and delivers fresh, newly made garments—no deadstock, no overproduction. On-demand production aligns what we make with real demand—nothing more, nothing less.
Meet The Founder – Keri Andriana
Founder & Creative Director, Amschela — championing inclusive, sustainable luxury. A former lawyer turned designer-founder, Keri launched Amschela to build a values-driven, inclusive accessories brand. Her approach blends rigorous business acumen with creative direction, mentoring emerging designers who enter fashion via non-traditional routes. Keri’s mission: make luxury feel personal, purposeful and within reach.
I built Amschela to prove luxury is more about the way it makes you feel, not just the price, that luxury comes from within, fully inclusive—beautifully made, responsibly sourced, and accessible without compromise – luxury really is you. Amschela’s purpose is to design and create pieces that everyday can afford, not just look at.
We are PETA-Approved for our vegan products and a member of the British Fashion Council.
- PETA-Approved (vegan products).
- British Fashion Council member.
- Commitment: 100% materials traceability by 2030.
Hurricane Melissa Relief
With our founder being of descendant of Jamaican Heritage, we felt it is our obligation to support the relief efforts of the Jamaican Government following the devasting impact of Hurricane Melissa. The specially curated collection will see 50% of the RRP price directly donated to the official support program.
Social Mobility Impact
We actively support young people from disadvantaged backgrounds through work placements, internships and UK government skills schemes for ages 16–24—opening doors to meaningful creative careers. For enquiries please contact: enquiries@amschela.com.
