26. AMAROO

The Beautiful Place

  • Meet Our Founder

    Lulu has spent over 15 years in the fashion industry, building a career in the fast-paced world of NYC before seeking a deeper, more intentional way of living. Her journey led her to Guatemala, where she connected with local female artisans whose craftsmanship and spirit brought new meaning to her path. A powerful sign kept appearing—the tarot card Amaroo (meaning "a beautiful place")—guiding her to create a brand rooted in sustainability, quality, and purpose.

    Now a new mother, Lulu is even more passionate about empowering women to embrace their strength, femininity, and authenticity through the pieces they wear. Amaroo is more than fashion—it’s a movement, a reflection of her vision for conscious beauty and meaningful connection
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Ethos: The Heart of Amaroo

Amaroo was born from a journey of self-discovery—one that led to the hands of artisans who create with intention and soul. Inspired by a vision to bridge traditional craftsmanship with modern consciousness, Amaroo honors those who weave love into every stitch. Each piece is more than fashion; it is a celebration of beauty, culture, and mindful living.

Pathos: The Emotion Woven Into Amaroo

A garment should do more than dress you—it should transform you. The first time I wore a handcrafted piece, I felt an awakening, a deeper connection to my essence. Amaroo is a love story between artisans and wearers, where every thread tells a story of heritage, resilience, and devotion.

Logos: The Wisdom Woven into Amaroo

Sustainability is our foundation. We work with natural fabrics like cotton, silk, and linen, using plant-based dyes to preserve the purity of nature. Amaroo is a movement—an invitation to slow down, consume consciously, and honor the hands behind each creation. Every piece reflects a commitment to ethical craftsmanship, empowering artisan communities while embracing a more intentional way of living.

We Are Amaroonity