The fashion and floral designer Amanda Notyena brings her signature sense of sensual sophistication to every stitch.
“I’m definitely a homebody,” says the Gqberha-born fashionista when we meet at her stylish duplex studio at historic Constitution Hill. ‘When I’m not working, I’m quite a plain Jane – I love to stay home.”
With her slicked-back chignon, powder blue striped button-down shirt, chic trousers and tasteful jewelry, Amanda is understated yes, but definitely a far cry from plain.
When you think of Bridal Fashion, you probably picture large unflattering cupcake skirts and puffy-sleeved frocks in hideous shades and the larger-than-life hairstyles held in place with unspeakable amounts of hairspray. But nine years after embarking on the role, of founding director of Amanda Knots (Pty) Ltd, Notyena’s deft brand management has completely revamped the image of bridal fashion as we know it. Her slick high-fashion sensibilities and model good looks have becomesynonymous with a brand with its finger on the pulse of what today’s modern brides want. Her journey from a childhood dream to a successful bridal designer is nothing short of inspiring.
Building a Brand
Amanda Knots is more than just a moniker; it’s a fusion of personal history, ambition, and wordplay. In a candid interview, Notyena shared the story of how “Amanda Knots” came to be. She chuckled as she revealed, “Amanda Knots is more like my public name. My first name is Amanda, but during my university days, I had a lecturer who, based on my surname ‘N–o–t–y–e–n–a,’ started marking my assignments with ‘Amanda NOTS’ for short. That name stuck with me.” The name not only reflected her identity but also encapsulated her aspirations to explore the bridal space. As Amanda put it, “When people get married, we say they ‘tie the knot.’ So, I thought about combining a play on words with my new nickname.” Thus, Amanda Knots the brand was born.
From Childhood Dream to Designer Extraordinaire
Amanda’s passion for fashion and design traces back to her early days, fueled by inspirations that included iconic haute-couture designers. She recalled her first encounter with the world of high fashion, saying, “I think my earliest memory of seeing a designer was of Donatella Versace. Back then, we had Fashion TV, and I remember seeing her and all of these beautiful, sparkly gorgeous dresses.” Her dream to become a designer took root when her father asked her about her future plans at the age of 14, and she confidently responded, “I’m going to be a designer.”
Her roots in fashion can also be attributed to her mother, who, in addition to her teaching profession, had a knack for dress making. “We had a sewing machine at home, and my mom would make us little dresses in her spare time. I think that played a role as well because I had access to the tools I needed to get started.”
As a young pageant enthusiast, Amanda’s mother would craft her dresses, fostering her love for fashion.
However, the path to success was not without its challenges. Financial difficulties, coupled with the loss of her father during her high school years, created obstacles on her journey. Despite these setbacks and being unable to complete her diploma in Fashion design, Amanda’s unyielding determination propelled her forward.
The Journey of Self-Discovery
While Amanda always aspired to become a designer, her path to success was not without its challenges. Financial constraints and personal hardships forced her to make a pivotal decision. She recounted, “After dropping out of university, I found myself job-hopping.” Amanda ventured into various industries, “I was always in sales in some form or another”, from cosmetics to retail and eventually hospitality.
It was this “hopping” that led her into the world of sales, where she honed her marketing and business acumen. Amanda highlighted the importance of these experiences, saying, “I was introduced to the idea of how to sell and market products. My first clients were actually my friends who would ask me to make them things. I did all this while I was still working, refining my craft and working on being a good saleswoman.”
A Leap of Faith: Amanda Knots is Born
A pivotal moment arrived in 2016 when Amanda decided to take a leap of faith. She quit her job in Johannesburg, returned to her roots in Gqerbha, and embarked on a journey to start afresh – establishing her own brand with a home ground advantage. It wasn’t without challenges, as she humorously revealed, “There was never a Plan B. I needed to pay my car payments, so I had to make it work!”
The founding of Amanda Knots marked the beginning of a bridal fashion venture with a unique twist. Amanda’s brand exudes sophistication and originality, qualities that set her apart in the highly competitive world of bridal fashion.
Design Philosophy: Fixing Problems, Not Creating Them
Amanda’s vision for her brand goes beyond creating beautiful bridal gowns. She expressed her design philosophy, stating, “I really want the brand to be a solution-based business, fixing problems, not creating them. I would love for that to be translated into the work that we do. But because of the type of clothing we produce, I really need to be very strategic and smart about it.”
Her attention to detail extends to reducing fabric waste through mindful patternmaking and cutting. Amanda continually seeks ways to improve and optimize her processes. Her commitment to reducing waste and making production cleaner is a testament to her dedication to both her craft and environmental responsibility.
This commitment to creating sustainable and cost-effective bridal solutions is evident in her approach to design, with a focus on reducing fabric waste through mindful patternmaking and cutting. Her dedication to sustainability and efficiency stands as a testament to her innovation in the industry.
Polished Branding and Influences
Amanda Knots has garnered attention not only for her exquisite bridal gowns but also for her impeccable branding. Her logo and brand presence exhibit a level of professionalism that one might expect from a designer with a formal fashion education. However, Amanda’s journey is one of natural talent and passion.
Amanda noted, “I don’t know where it comes from. Honestly, I think my success stems from the fact that I took Art in high school. Having a firm grounding in the principles of art has heavily influenced and informed all the work I produce.”
For Amanda Knots, fashion is not just about aesthetics; it’s an art form applied to design. The technicalities, attention to detail, and consistent refinement of her work underscore her unique approach.
Bridal Fabrication and South African Culture
Amanda Knots specializes in creating bridal gowns, special events garments, and evening gowns. Given her South African roots, Amanda shared her aspiration to incorporate South African cultural fabrics into her designs.
She explained, “Because we exist within the bridal space, a lot of satins, silks, bridal lace, and beading are used. But because we are in South Africa, I would love develop more designs that include the use of more fabrics that are inspired by our different cultures . Fabrics like Mohair as well as Xhosa and Ndebele prints that represent the rich and diverse South African culture.”
Amanda’s desire to infuse her designs with cultural elements not only adds depth to her creations but also pays homage to the vibrant heritage of her homeland.
Sustainability and Process Optimization
Amanda Knots is more than a bridal fashion brand; it’s a conscious effort to make fashion more sustainable. An average of 92 million tons of clothing ends up in landfills every year, with only 20% of textiles collected for reuse or recycling globally. Amanda is acutely aware of the environmental impact of the fashion industry, noting that to combat this issue, she is continually exploring process optimization. She shared, “I’m always thinking about how we can use less fabric but still create the same effect. In that way, we are able to save on costs and, in turn, offer better price points to our clients.”
Her commitment to reducing waste, sourcing sustainable fabrics, and refining production processes demonstrates her dedication to responsible and eco-friendly fashion.
Diverse Influences and Collaboration Aspirations
Amanda’s influences are as diverse as her designs. Recalling her formative years, she reminisced, ” I do remember a time when I was inspired heavily by Stoned Cherry, and Sun Goddess”– the use of beadwork alongside other traditional aesthetics and finishes can still be seen in some of her designs today. She noted that her inspirations evolve, drawing inspiration from an eclectic mix of local and international design houses like Schiaparelli, Vera Wang, Versace, and Sabina Bilenko who have left an impact on her. Within her local sphere, she expressed her admiration for the craftsmanship of Stephen van Eerden, whose work aligns with her personal style and design ethos.
As for collaborations, Amanda has a vision that extends beyond fashion. She aspires to work with brands such as MOET or Veuve Clicquot, Mercedes, and even jewelry brands like Tiffany’s. Her ambitions are not confined to garments; they encompass the realm of luxury and lifestyle.
The Heart of Amanda Knots: The Team
Amanda Knots is not just about the woman behind the brand but the team that supports her. Amanda has assembled a dedicated team of three talented women who contribute to the brand’s success. Amanda shared that none of her team members came from a fashion background. Instead, she embraced a training and apprenticeship approach to develop their skills.
She emphasized the importance of attitude and commitment, stating, “I focus more on growing a team and developing a culture. We won’t have a successful team if everybody’s not on board.”
Amanda’s holistic approach to building a strong, female-led team is a testament to her commitment to personal and professional growth. Her staff is more than just her employees; they are integral to the vision and success of Amanda Knots – the brand.
A Final Word from Amanda Knots
Amanda Knots is more than a bridal fashion brand; it’s a story of perseverance, sustainability, and the power of dreams. Amanda Knots, born from the name ‘Amanda NOTS,’ has created a brand that embodies sophistication, sustainability, and the rich cultural heritage of South Africa.
As Amanda Knots continues to make waves in the world of bridal fashion, it’s a testament to the power of passion and purpose. Amanda Notyena, aka Amanda Knots, is not just a designer; she’s a visionary dedicated to making the bridal experience special and sustainable.
With a name as unique and inspiring as her story, Amanda Knots is undoubtedly a designer to watch in the world of bridal fashion. As she continues to break the mold and redefine bridal aesthetics, Amanda Knots is a name that promises to remain at the forefront of bridal fashion innovation.