Amschela is an affordable luxury accessory design brand, born in the UK. Focused on encapsulating the intrinsic charm of the modern day contemporary woman. Our handbags are timeless with a fun aspect, adhering to the individual character of the wearer navigating life from day to night . We strive to ensure that our handbags are created with our clients personality and sustainability central to our vision. Amschela strives to use high quality, environmentally-friendly, certified materials that are sustainable, serve to reduce our carbon footprint and are not harmful to animals. Embracing our social responsibility is embedded in our future roadmap.

Amschela offers customers interchangeable seasonal pieces that are made to entwine with today’s lifestyle. Amschela handbags combines a simplistic and elegant contemporary design, designed to fit into the wearer’s main capsule collection of timelessness. A testament to classic styles adapted with modern yet distinct texturing in a bold yet alluring colour palette. Each colourway stirring up an identification structure that is transcending in character and will last for years to come. 

Amschela launched by Keri Andriana sets out to create positive change in the fashion industry, for a fully inclusive accessories brand that is diverse and inclusive of all women around the world, removing the status quo that luxury is non exclusive. Keri Andriana combines her business acumen acquired from a legal background to navigate the brand through the fascinating and complex fashion industry, with a desire to also assist future designers who have entered the industry via non traditional backgrounds with a focus in promoting the Britishness of each product and home grown talent. 

Amschela has customers from all over the UK and has a growing international community in the USA. Europe and Australia. The Amschela community #withamshela is the staple of the brands ethos and visionary  future. Since launch the brand has gained huge traction and featured in Sky, ITV, Google, British Vogue, Elle, Vanity Fair, Tatler, British GQ and many more. Amschela recently won the SW Luxury Accessories Retailer Award at the Bristol Life Awards and Business of the Year at the MTM Awards & was a finalist at the Great British Entrepreneur Awards 2019. Amschela became a member of the British Fashion Council in 2020:

 Amschela is clear on our social responsibility to protect our environment and seek to serve a circular business model with 100% traceability of all materials used in our products by 2030. 

Amschela is a Peta Approved Brand in respect of our vegan products and aim to have full Peta Certification once full transition to the vegan market has been completed. You can find us on the approved list here:

Social Mobility Impact

Amschela is a keen supporter of young persons from disadvantaged backgrounds wishing to enter the fashion industry and offer opportunities by way of work placements, internships and UK government skills schemes to young persons between the ages of 16 – 24 years old.