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Amu Cherian LLC

Submitted by: Ammu Cherian
Business Website:
State: Wisconsin
City: Waukesha

Business Description

AMU is a handmade, hand block printed artisanal clothing brand that is inspired by India and Made in Milwaukee. 10% of our sales goes towards helping women who have been sexually trafficked.

What makes your business one of the best small businesses in your community?

In an automated fast fashion world, AMU aims to bring back vibrant, artisanal and hand crafted clothing in sustainable and ethical manner. Block printing is the earliest and simplest method of textile printing. Block printing uses wooden blocks that are hand carved by artisans in India to stamp designs onto fabric. Patterns are created by using multiple blocks. AMU aims to bring harmony between the vibrant bright colors and artistry of India and the aesthetic of USA. Each product is hand printed and manufactured locally in Milwaukee, WI. AMU strives to be a Made in USA brand and support the local community. We show our support by sourcing most of our materials from local businesses within the USA. We hope to empower women through our brand by giving 10% of our sales to help women who have been sexually trafficked or harassed. Each outfit is carefully printed with love and care to make each person feel special, unique and beautiful.

The following responses will be considered in judging for a SCORE Award.

How has working with a SCORE mentor helped your business?

My SCORE mentor Carole has helped me plan and tackle short term goals to achieve my bigger goals. She helped give me a healthy dose of reality on what’s working and not with my business. This has helped me focus more on areas that generate revenue and build on that. Having no prior experience in retail, I wasn’t sure how the industry operated. Carole taught me about trade shows, workshops and how to work with buyers and boutiques, and build a more structured marketing strategy. She encouraged me to focus on my new line of home decor to generate revenue. She shared a lot of her experiences in the industry in various capacities for me to understand what they look for and operate.

Please describe the specific ways that your business has been successful and how it will grow in the next year.

My business AMU has been successful in bringing back hand crafted clothing and getting people to appreciate the quality and art form. I have showcased my collections in three fashion shows in Milwaukee, one show in Chicago, raised awareness for sustainable clothing and human trafficking. AMU won the People’s Choice Award for ‘Most Innovative Collection’ at the Milwaukee Fashion Week 2017. I believe the first step is to educate the audience on the importance of slow fashion and impact of our choices to the environment. I hope to expand our business to the east and west coast of USA in 2018 and place my products in boutiques. I also hope to hire women from a financially challenged background to provide them meaningful employment.
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