My name is Amanda Seeberger, and I’m the founder of Always Amalfi—an online boutique that blends my passion for fashion, my Italian American heritage, and the magic of the Amalfi Coast into something truly special.
For as long as I can remember, I’ve been captivated by the power of fashion—the way it transforms how you feel, express yourself, and connect with the world. That passion led me to major in Fashion Merchandising at LIM College in NYC, and after graduation, I built a career in corporate fashion—working in buying, merchandising, and digital marketing for one of the nation’s largest department stores.
Fashion was never just a job to me—it was the path to my dreams.
In 2024, just a few months after launching Always Amalfi, the dream became reality in a way I didn’t expect. I was temporarily living in Oregon for my husband’s job and working East Coast hours remotely. I was doing everything right—logging on early, pulling reports late into the night, even earning a spot bonus from management. But when a sudden return-to-office mandate came down, none of that mattered. I lost my job.
That moment changed everything.
It was painful, but it also proved something I had quietly suspected: in large corporations, you’re often just a number. That loss, though deeply personal, gave me the clarity and courage to go all-in on the business I had always dreamed of starting.
I had long imagined owning a boutique that would reflect my love for the Amalfi Coast, my Italian American heritage, and the joy of helping people look and feel their best. So I turned the setback into fuel and poured my energy into building Always Amalfi—an online boutique offering Italian-inspired fashion and gifts for women who love la dolce vita.
I was born in Queens, NY, raised in Rockland County, NY, spent a year out west in Oregon, and now live in Toms River, NJ. In many ways, Always Amalfi brings all those pieces of me together—East Coast energy, West Coast reflection, and the timeless beauty of Italy.
Through Always Amalfi, I offer clothing, accessories, and home gifting that make people feel transported. From hand-painted lemon oyster shells to Italian-made sweaters and faith-inspired jewelry, everything I curate has one goal: to bring a piece of Italy—and joy—into my clients’ everyday lives.
What motivates me most is knowing I’m helping women feel confident, stylish, and seen. But I’m also driven by something deeper: the freedom to live life on my own terms. I get to build a business I love while creating the foundation for a future family, one where I don’t have to choose between my career and my personal life.
Running Always Amalfi gives me the autonomy, purpose, and fulfillment I never found in the corporate world. It’s a business built from the heart—and I wouldn’t trade it for anything.
