Meet The Heart of AMOI
Hi, I'm Lauren.
If the name "AMOI" resonates with you, it's because it's a heartfelt tribute to my Teochew mother, who has inspired my love for fabrics and clothes. I named this brand after her as a way of honouring her love and encouragement for me.
I've always had a deep appreciation for supporting local businesses and the unique, personal touch that small boutiques offer. The idea of starting my own business had been a dream of mine for as long as I can remember. However, fear and self-doubt often held me back. I questioned whether I had the courage and capability to take on something as significant as starting my own business. Growing up, I often felt average, and I wondered if I could ever achieve something truly special. These doubts weighed heavily on my heart, and I pushed the idea of starting my own business to the back of my mind.
But the desire to create something that I could call my own never faded. It grew stronger. When the opportunity finally presented itself, I knew it was time to take a leap of faith. I took a deep breath and dove in headfirst. And AMOI was born.
I hope you find joy, inspiration, and a sense of connection in our collections, just as I have found creating them. And as you explore our offerings, remember that AMOI is more than just a brand—it's a tribute to the love and encouragement of a remarkable woman who inspired it all.
The Brand
Fashion has long been pushed toward two extremes—cheap, disposable clothing or luxury labels with prohibitive price tags. Yet there should be a middle ground: garments built to last, crafted with intention, that refuse to compromise on ethics or accessibility.
AMOI exists for those who believe what you wear should mean something. Every stitch, fabric, and cut is chosen to make you feel seen—not just by others, but by yourself. Because when your clothes fit right, respect your time, and align with your conscience, you stand taller.
Here at AMOI, we craft versatile essentials with quiet intention—less noise, more nuance. Flattering cuts that empower without pretense. Collections produced with care, never excess. Because true style shouldn’t cost the earth—or your peace of mind.
This isn’t just about style. It’s about the quiet confidence of knowing your choices matter. No logos shouting for attention, no trends to chase—just you, perfectly at home in your own skin.
Aiming AMOI for success: Tales of a clothing brand founder in SG
January 24, 2025
In ‘Made in SG’, Melanie Oliveiro speaks with Lauren Teo, founder of the local clothing brand, AMOI Hallmark, about what inspired the creation of this artisanal label. Teo will talk about AMOI’s various collections and why they are available in ethically produced small batches – including a range of modern cheongsams. Teo will also talk about the various challenges and rewards that come with running an online + pop up fashion label.
Listen for full interview here.