“What are you waiting for? If nobody else is going to do it for you, do it yourself!” These words made all the difference for Theonitsa, founder of AMAATA.

“I often complained about how chic shoes for women are extremely uncomfortable,” she says. “Eventually, my mother got tired of listening to me complaining – and encouraged me to make my own shoes.” At that time, Theonitsa was still working in international corporate business with a lot of travelling but had been dreaming of designing shoes and bags for a long time. “Although I didn’t feel fulfilled in my job any longer, it still seemed unimaginable, even scary, to leave my comfort zone and start all over again.” But her mother’s words gave her the right push at the right time and finally inspired her to give her life a whole new direction. She instilled in me her unique personal style and pragmatic approach to life: “If you want something done, do it yourself. And the time to do that is right now.”

Today, Theonitsa wants to encourage and empower other women to follow their dreams. Her brave and passionate approach is inspiring, and her brand and ultimately her shoes and bags not only reflect her own set of values, but that of many modern people. “AMAATA is a brand for those who move through life with purpose,” she says. As a woman who cares about a unique, timeless style but also about functionality and comfort, she fashions wearable, authentic shoes into an effortless collection for busy, independent women around the world.