Real Mom: Mandy Fry of AMUSE SOCIETY

It’s been awhile since we’ve done a Real Mom feature here on L&L. I’m not sure why, they are so fun to do! You’ve seen me wear Amuse Society several times on the blog and for good reason. It’s the perfect way to show how Californians dress. Each piece designed by Mandy and her team are playful and easy to wear inspired by Mandy’s own love for the bohemian lifestyle. I’m happy to introduce to you Mandy Fry: designer, entrepreneur, wife, business owner and Real Mom!

Tell us how a little about yourself and how Amuse came to be:

I launched my career as a swimwear designer at Quiksilver/Roxy and then continued with senior director roles in the industry for over a decade, most notably at both Billabong and Volcom. 

In 2014, with my entrepreneurial drive I launched my own line, Amuse Society.

I partnered with my close friend Summer Rapp, and together with our love for the beach, surfing, travel and So-Cal lifestyle we launched a women’s lifestyle brand known for its beautiful contradiction of beach and street. 

What’s a typical day look like for you?

I start my day with a workout.  Usually it is game on once I get back home with the kids and getting them ready for school but summer break is here and we are really enjoying the kids getting to take it slow in the mornings! My husband and I will make dandelion tea and a green juice for us and gluten-free vegi pancakes for the kids. I hurry to get ready for work while juggling my daughter in my makeup drawer. I take time to sit and answer emails before hopping on the freeway and heading to work. I wish my car ride was filled with alone time and good music but often I make business calls during my commute. Once at the office the meetings begin. I juggle between design, development, fittings, marketing, and ecomm meetings. Everyday is so different and very full. I love my team and getting to collaborate with them on a daily basis is so inspiring and energizing.  When I am not traveling, I do my best to get home at the same time every evening for dinner with the family. I leave my phone in my car and head in for some good quality time. We love sunsets so we often end the day down at our beach watching the sun go down. After I put the kids to bed, my husband and I catch up and then I start back up working on pulling inspo or responding to emails. Life is full right now but I have chosen this path of craziness so I do all it takes to balance and keep a positive environment for my team and for my family.

Describe your style and what designers you look up to:

I am a part time hippie for sure and I love mixing my vintage pieces with Amuse and my higher end labels.

I love feminine pieces mixed with more casual items like a pair of beat up denim and then a lacy tunic or silk top. I usually spice it up with a bright lipstick, a rad bootie, and whatever jewelry I am feeling for the season.

Like many people I am obsessed with Isabel Marant, The Row, IRO, Chloe, and YSL, and some of my friends brands Novella Royale, Tori Praver, Cleobella, Samudra, Flynn Skye, Matisse, and D’Blanc sunnys.

Top 3 beauty must-haves:

I can’t live without my coconut oil for my lips and skin, Eminence organic blueberry night cream, and Nars tinted moisturizer. 

How do you balance life as a business owner and mom? 

Balance? What balance? Haha

Life is Full , crazy, and often overwhelming but I have learned to stay calm when I have so many balls in the air. 

I have also learned the act of prioritizing, being OK with saying no, and not living with FOMO. My family comes first and all else has to get in line behind them.

Where do you see Amuse 3 years from now?

We will continue to create great product and building a brand with a heart and DNA.

MY FAVORITES FROM AMUSE SOCIETY FOR FALL: