Amarilo was founded in 2011 with the intention of redefining classic jewelry for the modern woman.

This philosophy transcends into the design - unassumingly, simplistic jewelry that elevates a woman’s everyday style. By offering essential pieces to be worn individually or in multiples, the line has quickly become recognized for its take on layering.


The beauty of an Amarilo woman is found in her validation in herself and ever-present self love. Her root values are embraced in her casual sense of style. At the heart of the line, the core collection offers the foundation of staples for any woman’s jewelry wardrobe. Designed with purpose, the line emphasizes longevity through mastered jewelry techniques and exceptional fit.


Designer Ali Heiss has always abided by a minimalist philosophy - removing the non-essential and making a conscious effort to focus on what really matters in life. For Ali, Amarilo is a source of both personal and professional growth— her anchor to reality. After becoming infatuated with jewelry and design at a young age, she embraced her mother’s ambitious attitude, and began selling her designs around the neighborhood. From there, this passion continued as she worked her way through college and organically grew Amarilo into the brand it is today. Because Ali was adopted, her mother made it a priority to help her find her true self by teaching her that her character and identity are not defined by others. Ali’s journey hasn’t always been smooth, but she has proven to herself that she can do anything and she hopes to inspire others  in embracing their true selves. Each Amarilo box is inscribed with one of Ali’s favorite quotes from Lao Tzu, “Because she competes with no one, no one competes with her.” This statement holds true to Ali herself and to the woman she designs for. Each piece Ali creates is designed with intention, embodying a certain meaning to the woman wearing it.  


In 2014, the line was rebirthed, as Ali Heiss and Stella Simona became partners and  joined forces while working on a Haati Chai x Amarilo Capsule collection. They immediately realized their mutual affinity for design, art, beauty, and more importantly, serving a bigger purpose.

At present, designers  Ali Heiss and Stella Simona both co design for sister labels, Amarilo and Haati Chai. Visit the flagship at 177 W. Olympic Blvd, Los Angeles, CA 90015

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