“I have a love affair with books and travel. Ironically, these two things are how I fell into luxury management, and with the idea of being able to create beautiful stories and experiences,” says Amuah. As a point of reference for luxury brands on the continent, she describes her initial decision to study a degree in luxury management as an anomaly. “I knew I had an attraction to the mindset that comes with beautiful and distinctive brands and services.”
Amuah found that she could not articulate certain ideas, for example, what makes a luxury brand and what the business path behind a luxury offering means from an academic perspective – hence her decision to pursue her studies at the International University of Monaco, which reinforced her passion for the market. Currently her experience spans various countries, where she has managed teams and led regional and local marketing and communications campaigns for some distinctive brands.
The clear objective of HLM is to build a world-class agency on the African continent, focusing on premium lifestyle brands. HLM also seeks out interesting companies from around the world that haven’t looked at the African continent as a potential location for their brand.
HLM has entered into a few joint ventures, including launching the children’s wear brand Sergent Major at the Mall of Africa, which Amuah did with business partner Brice Mensah, as well as a bottling and beverage plant in Accra, Ghana, planned for November. She describes her style as a constant evolution. For her daily style she prefers something playful and effortless – “I run around so much with work that I aim for comfort.” For evening, she loves experimenting with different textured looks.