About Amavel
About Amabel
Amavel: "I want to be like a doll"
This is a fashion brand with a classic, sweet and lovely world view that makes girls' dreams come true.
Brand Story
Brand Story
Amavel is a collection of clothes that a real girl would like to wear.
It was born as a select shop that brings together the cute things you want .
A unique worldview based on classical and antique elements.
Sticking to what you love...
That's how it all started: turning her closet into a brand.
Eventually, they began to want to create their own products that have the cuteness that cannot be achieved through selections.
The design, the story it tells, the details such as embroidery,
We have begun creating original products from scratch that embody the "Amavel-like cuteness" with attention to detail.
"Amavel-esque cuteness"
It's to make someone's wish to "be like a doll" come true.
Amavel is clothing that brings out the individuality of each child.
We bring confidence and excitement to girls' daily lives.
Meeting friends who share the same ideas
It's not just our customers who share our passion for caring for each individual.
"I really love Amavel's clothes and I want more people to know about them."
These women jumped into the world of Amavel with this kind of feeling, and now they have become important figures involved in product planning and brand management.
Because we have faced each person's passion head-on, we have gradually gained more friends, our thoughts have connected, and the world of Amavel has expanded.
"Cuteness that only Amavel can achieve"
"I want to make as many cute girls as there are girls out there"
"More cute, more like me"
A brand that fulfills the "selfishness" of such girls
Season Concept
Season Concept
Amavel is hosting new series, projects and events that match the seasonal concept. Please see below for this season's concept.
Precious
What Amavel values
Amabel offers a wide range of styles,
Choose the cute thing you want right now
Choose the cute thing you want right now
The appeal of Amavel is its wide range of tastes, which allow you to enjoy a variety of worldviews, based on a delicate, classical style.
Here are some of the many styles available at Amavel.
Amavel's classic style
In addition to the classic style, we also offer items that combine classic tastes with various genres such as steampunk, military, Japanese and Chinese styles.
Marine-themed items and girly to feminine styles
We offer a wide range of items, from girly items with frills and lace to cute yet subdued feminine items.
Another Amavel signature is the sailor/marine themed items, with the colors and patterns changing with the seasons, centered around the classic navy.
A worldview reminiscent of a doll's closet
Based on the concept of "wanting to look like a doll," Amavel also offers items with a fantasy feel, such as magical girl-themed items, fluffy designs inspired by fantasy tales and creatures, etc.
You may be able to express your own unique worldview through your clothes.
No compromises down to the millimeter
Amavel embroidery
Amavel embroidery
Amavel's embroidery is one of a kind, with meticulous attention to detail. It has a picture book-like presence, carefully woven with the worldview of the series, gently layering a story onto each piece of clothing, captivating anyone who picks it up or wears it.
Working with a specialist embroidery factory that has been with us since the brand's inception, we carefully reproduce designs down to the millimeter. We have been extremely particular about the density, reproduction accuracy, and color balance of the embroidery, enhancing our unique style.
An encounter with a unique piece that may never come again
Amavel's popular series often sells out on the day of release, and we receive over 600 requests for restocking. However, only a small number of items are actually restocked.
That's why some customers eagerly await the release of our products and check the website every week, predicting the sales cycle of new products.
If you find a piece that speaks to your heart, we hope you will cherish that encounter.
New products released at a rapid pace
Based on a seasonal concept, new series and items are released "every week." The most attractive feature is that they sell series that can be coordinated, including skirts, blouses, and accessories. The inspiration for the new products comes from a variety of sources, including seasonal trends, social media trends, anime, culture, and events. Check out the new products and get excited about discovering your new "favorite clothes."
【メンバーズセール対象】Chamber Knight ワンピース
【メンバーズセール対象】Holy Night Bear ダブルリボンクリップ
【メンバーズセール対象】Ｈoly Night Bear スカート
【メンバーズセール対象】Holy Night Bear リボンブラウス
【メンバーズセール対象】Dolly Holiday チェックリボンベレー帽
【メンバーズセール対象】Dolly Holiday ダブルリボンクリップ
【メンバーズセール対象】Dolly Holiday チェックティアードワンピース(ロング丈)
【メンバーズセール対象】Dolly Holidayチェックティアードワンピース (ミドル丈)
Amavel's popular series
Among the new products released every week, there are those who say, "I've always wanted this," and "I definitely want to get this."
Here we introduce one of the popular series that is attracting attention.
Become a magical girl with "Magical Cosmic Cosmetic"
This is a series unique to Amavel, depicting the world of magical girls as a classic scene.
The dress features distinctive embroidery with a magic circle motif, sparkling star-like buttons, and a skirt with overlapping ruffles, creating a silhouette that stands out in videos and photos for its cute swaying style.
Many people enjoy it by comparing it to the world of theme parks and anime, and some fans are creating events that allow them to become "part of the story."
Another great thing about this piece is that you can enjoy it as a daily style by wearing just the blouse or just the skirt as individual items.
Novelties that add color to the brand's worldview
Amavel's novelties are individually designed by designers. The quality of the products is so amazing that customers will wonder, "Is this really a novelty item?" and they have been well received by many customers.
In some cases, they are specially designed to match the series; for example, for the Chocolaterie series, we offer a novelty "teaspoon" in antique gold with a lovely illustration.
The series with novelties is always very popular and distribution may run out early, so if you want to enjoy the world of the series in an extra way, be sure to check it out early.
"Kawaii" has become a common language.
Amavel, loved across the ocean
Amavel, loved across the ocean
People who sympathize with Amavel's worldview come not only from Japan but also from overseas.
To enable people living overseas to enjoy shopping at Amavel, we have established online ordering facilities in addition to operating stores through our sales partners overseas, primarily in Asia.
Online Shop
- English and Chinese available.
Shopping without worrying about language barriers - Purchases from overseas are also accepted
All Amavel stores in Japan offer tax-free shopping so that visitors to Japan can enjoy shopping with peace of mind. Please be sure to stop by your nearest store when you visit Japan.
Size adjustment that gives you the perfect fit
Amavel's items are filled with attention to detail, with a focus on fine-tuning that doesn't give up on what you love, so that you can look cute the moment you put them on, with a clean waistline and lengths that flatter your legs.
Elastic waist with lace-up
You can adjust it freely to make it look delicate by tightening it, or to make it look soft and A-line, so you can adjust the size and style as you like.
Adjusting the suspenders
If you are petite, choose a shorter length to create a higher waistline and enhance your figure. If you are tall, choose a longer length to balance the overall look.
Stress-free putting on and taking off
By placing the zippers in inconspicuous places such as the sides and back, the dress is easy to put on and take off while still maintaining its cuteness.
A gift for that special someone
The one-size-fits-all design eliminates any worries about size, making it a safe gift for loved ones. Gift wrapping is also available, so please feel free to use it.
How to enjoy
How to enjoy the site only to love Amavel even more
For everyday cuteness ♡
Check out our staff's recommended outfits now!
Check out our staff's recommended outfits now!
We've put together a collection of outfits posted by staff from each shop on Instagram. We've also included an archive of the Instagram Live for those who missed it.
"I want some tips on how to dress cutely."
"I can't imagine it unless it's a video"
"I want to put together a collection of Amavel staff outfits."
You'll find ideas to help you become more free and cute in your own way. This must-see coordination gallery is packed with tips on how to coordinate the worldview of the new items released every week.
Your "cuteness" becomes a "model" on the official website
We will be showcasing the outfits of everyone who has worn Amavel beautifully on Instagram on our website!
"I want you to see this outfit♡"
"I'd be happy if it helps someone."
With that feeling in mind
Mention amavel_official
&
#Amabelfancoordinates
Why not post it on Instagram?
Staff will contact those who submit their entries to request permission to publish them.
You might even become someone's inspiration for your outfit, just like a model or shop staff member ♡
Your style of enjoying what you love may be the catalyst for someone you don't know to find cute.
Popular limited items also available
The site also sells online-only products and special items that are only available in select shops.
"I don't want to be the same as my friends"
"I want to have it in my favorite idol's image color"
The appeal of limited edition items is that they make such wishes come true.
Better value than buying each item separately!
Bundle
Bundle
We offer a set sale that offers great value when purchased as a set.
We are holding a special event where you can select your favorite main items, such as a blouse and skirt, to create your ideal outfit, and get increased discounts when you purchase multiple items!
Set sales are held irregularly. Don't miss out on event information.
Membership
About member benefits
Special benefits available only to members
Your membership rank will increase depending on the amount of your purchases!
There are no registration or annual fees, and you can start using the card immediately from the day you register. Your in-store and online purchases are added together, allowing you to receive benefits in both cases.
| Membership rank | Annual purchase amount |
|---|---|
| regular | ～49,999JPY |
| bronze | 50,000 ～99,999JPY |
| Silver | 100,000 ～249,999JPY |
| gold | 250,000 ～499,999JPY |
| platinum | 500,000JPY～ |
For those who enjoy shopping both in-store and online
By downloading the Amavel app, your purchases from the store and online store will be reflected together, and you can use points for both purchases. You will also receive push notifications to be the first to know about new products and sales!
Invitation to premium sales that only members can participate in
1.Members Sale
Held once every six months, discounts of 10-30% are available depending on membership rank.
| Membership rank | Discount rate |
|---|---|
| regular | 10％OFF |
| bronze | 20％OFF |
| Silver | 20％OFF |
| gold | 30％OFF |
| platinum | 30％OFF |
2.Members-only outlet sale
This outlet sale is only held online. It is a rare and unusual sale that is held some years and not others. It offers a flat discount rate for all members that exceeds the members' sale, and it starts at the same time, so once it's gone, it's gone! Be sure to register as a member and check it out so you don't miss out.
Points rewards according to membership rank
With every purchase at Amavel, you will receive points according to your membership rank. The more you purchase, the more you save. Accumulated points can be used for your next purchase, with 1 point = 1 yen.
| Membership rank | Point redemption rate |
|---|---|
| regular | 1％ |
| bronze | 2％ |
| Silver | 3％ |
| gold | 4％ |
| platinum | 5％ |
Get birthday points during your birthday month
Make your special day even more special with Amavel. Birthday points can be used for shopping in-store or online for 30 days from the date of award.
| Membership rank | Birthday Points |
|---|---|
| regular | 500 pt |
| bronze | 500 pt |
| Silver | 700 pt |
| gold | 1000 pt |
| platinum | 1000 pt |
\ If you haven't registered yet, please register. /
SNS information
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