Are people still talking about Web 2.0? Or are we moving through the integers already? Whatever - online shopping has come a long way, and where once brands used a website as an additional sales platform, the equation has been turned on its head.
The creative director and public face of Ame, Linda Chung Ka-yan, threw her weight behind the venture after finding her own time for shopping dwindling. Ever since being crowned Miss Chinese International in 2004, the Canadian singer-actress says the demands of her schedule have made shopping online more convenient.
"I don't have time to head down to a store and actually physically look at stuff," she says.
Ame's products are made at its dedicated production bases in Italy and Chung, who has herself designed a pair of lace-up open-toe shoes featuring a butterfly bow, says comfort is the watchword.
"When I go to shows I might get some shoes that are really chunky or high heeled, which are usually uncomfortable. But Ame's shoes are pretty, comfortable and affordable."