From the first week I had my 9th street lease, Amé Amé felt like my baby. My motherly emotions immediately kicked in while I was out on 2nd avenue and a firetruck whizzed by with its sirens. I immediately feared that the home of my baby was burning down.
And now my baby just turned 4 and like human 4 year olds, my 4 year old now needs to be trusted with others and can’t be constantly coddled. And like I did when I was a four year old who once wore 2 left shoes, I have to allow my 4 year old to start to take on her own life with the influence of other people who care for her, if I want her to be the best possible.
I can send her off to boarding school or I can send her to public school. Or I could hire her a private tutor. Or I could be the one to constantly keep tutoring her, but then I’d certainly not have my own life and I’d stunt my own growth.
I’m writing this stream of conscious now because yesterday I sent an email to all the awesome people who love Amé Amé. I invited them to come enjoy their holiday gift shopping here. However what I didn’t tell them was that Amé Amé was going to feel same same but different. And that Amé Amé is also still in a metamorphosis stage like when your daughter goes from little girl to little kid and gets her hair all tangled and she’s still learning to tie her own shoes, and so sometimes her shoe laces are undone while she learns to tie them herself.
Embrace and love that one thing that should be a constant for Amé Amé is that it will always feel same same but different. Because Amé Amé is connected to people, and people grow and change if they’re creative beings who love life.
And one of the same same things will be that umbrellas are always going to be found where Amé Amé is found. However I know some people are going to think we don’t have the selection they thought we had, and that’s because we have so many other things in the store. So know that it’s just an illusion. We still have every umbrella under the sun, or at least every umbrella worth considering if quality and style as well an awesome shopping experience of discovery is what you really really care about.
Anyway, so please come and experience Amé Amé today. Write me a letter if you want to share any feelings, thoughts or ideas.
Amé Amé 17 W. 29th street, NYC, NY 10001 ATTN: Teresa Alexandra
Friendly postcards are also always loved or printed photos of you in the Ame Ame store or wearing Ame Ame somewhere in the world during your adventures or celebrations ^_^
But hopefully you’ll still get plenty of opportunities to see me. I’m working a lot in my upstairs Amé Amé atelier, creating my own designs, but also traveling more to find more awesome gifts for the Amé Amé boutique, and also finding great speakers and leaders for the Amé Amé Culture Lab events.
Otherwise please keep loving the great people who are at Amé Amé to help ensure she’s the bestest, coolest, and most inspiring she can be.