Greater Harrisburg's Community Magazine

A Life in Style: Handbags, accessories, inspiration welcome you at AMMA JO’s

Screenshot 2016-10-31 10.41.29It turns out Little Amps isn’t the only place to get a pick-me-up in Strawberry Square.

Along the corridor of the Market Street entrance, shoppers can visit the showroom of fashion label AMMA JO and peruse her colorful handbags and unique accessories. Expect to smile, experience warmth and, for those who seek it, be inspired. Oh, and chances are also pretty good that you’ll score the perfect piece to accompany your wardrobe.

Owner and designer Amma Johnson will tell you that’s exactly the point.  

“We want people to feel exhilarated when they come to the store,” she said.

Her showroom sets the stage. Vibrancy is palpable, generated by the juxtaposition of the colorful patterns and fabrics with the abundance of bright lights and white displays.

“All the color comes from what we are selling—it comes from the bags,” she explained.

Johnson’s dream of becoming a designer began in childhood, but her journey paved the way for making it a reality just two years ago.

“I had something that I was supposed to give to the world, and I wanted to share it,” she said.  

Johnson sketched a handbag and had one sample made.

“It was the happiest day of my life,” she said.  

She recalled her first vendor show to illustrate the connection between her showroom and her story.  

“I didn’t have enough money for a display, so I used white shipping boxes and brought some LED lights I bought from Amazon,” she said. “It was white boxes and lights—and my purses. And it was wonderful.”  

Something Beautiful

Today, AMMA JO products are sold in about 40 small- and mid-size boutiques across the country, through her online store and in the Harrisburg showroom.  

The label offers 10 lines of limited edition handbags. Only 30 to 40 bags are produced, each showcasing colorful fabrics or Johnson’s digital art. Only one style—her signature color bag—is brought back every season.  

“Everything changes,” she said. “Just like life.”

Shoppers can also find beaded belts and jewelry crafted by Kenyan women and tote bags from Ghana, made by a designer who lives in her father’s hometown.

“Africa is part of my story,” she said.  

Johnson sketches designs and sends them to the African artisans, empowering them to add their own personal touches.

“We get to work together to make something beautiful grow,” she said.  

Local artisans also market accessories and lifestyle items under the AMMA JO label.  For instance, under Johnson’s mentorship, Angel, one of her employees who shared a similar dream, now sells her jewelry line, “Twisted,” in the showroom.

Recognizing that customers need to connect personally with her brand, Johnson also holds trunk shows and travels to the boutiques that carry her line.  

“People need to experience the story—shop the brand with their five senses,” she said.  

For locals, the Strawberry Square showroom is the perfect place to do just that. Citing Harrisburg’s central location, Johnson easily caters to thousands of locals and visitors at Strawberry Square, including the many state workers who recently relocated from the former State Hospital grounds.

“Ladies enjoy having another opportunity to shop,” she said. “It has been great. The foot traffic is amazing.”  

In fact, Johnson recently doubled her retail space, tearing down a wall to expand to the storefront next door.

“This has been a real win for us,” she said.

Beautiful Too

Johnson is designing more than a handbag; she is living her life’s mission.  

“I get to inspire people to live their dream,” she explained.  “It’s about adding color, adding vibrancy to people’s lives.”

Johnson plans to expand and form AJ Brands, with the AMMA JO label leading the way. She envisions the showroom as a location for mentoring budding designers and empowering young entrepreneurs, just like her mentors once guided her.  

“People believed in me,” she said. “They coached me, gave me tips and encouragement. They saw something in me, and it propelled me forward.”  

One look around the showroom at the Kenyan belts and the Twisted jewelry line, and it’s clear Johnson is well on her way of accomplishing that, too.  

And, of course, her mission is perfectly captured in the design of a handbag.  

“Initially, several panels of fabric may seem like they would never fit together,” she said. “But they do. They came together right here, in this beautiful bag.”  

And the bag symbolizes the messages she wishes to share with the world.

“Life is crazy. Life is contrasting, but life is beautiful too.”  

The AMMA JO Showroom is located on the first floor of the Shoppes at Strawberry Square in downtown Harrisburg. For information or appointments, call 717-745-8391 or visit www.ammajoshowroom.com.

Author: Jen Fertenbaugh

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