Amanda Perna
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Amanda is the head designer and founder of The House of Perna. Amanda strives to make the world a m
08/25/2026
If I were building a fashion brand from scratch today, there are SO many things I would do differently! ✨✂️
Because building a fashion brand is about so much more than making beautiful clothes.
You’re building a point of view.
A community.
A feeling.
A world people want to be part of.
After almost 20 years in fashion, these are the things I wish I understood from the very beginning!
I WOULD STOP TRYING TO DESIGN FOR EVERYONE.
This one took me WAY too long to learn.
Not everyone needs to like what you make.
In fact, they probably shouldn’t.
I would get crystal clear on who I’m designing for, how I want her to feel when she wears my clothes, and what makes something feel undeniably mine.
The goal isn’t to make something everyone likes.
The goal is to make something the right person LOVES!
I WOULDN’T BUILD MY BUSINESS AROUND WHOLESALE FIRST.
I used to think getting into the “right” stores meant I had made it.
And wholesale absolutely can be incredible for exposure and growth.
But it also means smaller margins, bigger production commitments, more inventory, more cash tied up, and less control over how your brand is experienced.
If I were starting again, I would focus much earlier on building a direct relationship with my customer.
Because knowing who is actually buying your clothes, and WHY, is incredibly valuable!
I WOULDN’T CHASE EVERY TREND.
I would pay attention to trends.
But I wouldn’t let them tell me who I am.
I would spend WAY more energy developing the things people could recognize as mine from across the room:
The colors.
The prints.
The silhouettes.
The details.
The styling.
The feeling.
I want someone to see something and say, “That HAS to be House of Perna,” before they ever see the label.
That is a brand.
I WOULDN’T THINK OF CONTENT AS “MARKETING.”
This is a BIG one.
I would think about content as letting people inside the world I’m creating.
Show the sketch.
Show the fabric.
Show the inspiration.
Show the fitting that went completely wrong.
Show the studio mess.
Show the house.
Show what you’re wearing.
Show where you’re going.
Show the people behind it.
Show the LIFE surrounding the clothes.
Because people aren’
Jeter Mountain Farm is one of our favorite places to visit when we’re at The Fernwood. It’s close by, absolutely beautiful, and one of those places we find ourselves wanting to come back to again and again. ✨🍎🌻
When we decided to open The Fernwood for others to enjoy, it was important to us that we shared more than just the house. We wanted guests to experience the places our family loves too, the spots we spend time at, look forward to visiting, and always recommend when someone asks what to do nearby.
The Fernwood is especially personal because it really is a family project. My mom, my brother, and I have had the best time renovating it, dreaming up the details, and turning it into a place that feels like us. I’ve loved bringing my design eye into the home, but what makes it so special is that we’ve created it together as a family and now get to open the doors for other families, couples, and friends to come in and make memories of their own.
Staying at The Fernwood is a chance to step into our world for a few days, experience the home we’ve poured so much love into, and explore some of the places that have become part of our own memories along the way.
So if you’re planning a stay, add Jeter Mountain Farm to your list. It’s definitely one of ours. 🌿✨
Late nights in the studio call for DEATH BY PIZZA®️ 🍕
Most days are a mix of designing, running a business, school pickups, meetings, fittings, mom life, and somehow trying to keep all the pieces moving at once. So when the day turns into a late night in the studio, dinner needs to be easy, delicious, and preferably something I can eat between sketches.
More often than not, that means picking up DEATH BY PIZZA®️ on the way back to the studio.
One of my favorite local spots, really good pizza, and the perfect addition to a night spent surrounded by fabric, pinning hems, moving things around, and changing my mind twelve more times before deciding it is finally right. ✨🌈
A very good reason to stay in the studio a little longer!
If I had to choose, I’d say the Vodka Roni is my favorite. What’s yours?
And with locations in both East Delray and West Delray, there is always a DEATH BY PIZZA®️ nearby when the craving hits.
08/12/2026
Maybe chic has a little less to do with what you’re wearing and a little more to do with how you choose to live.
At 40, I’m realizing more and more that the things I find most beautiful are the things that feel deeply personal. Creating because I have an idea I can’t stop thinking about. Filling my days with color. Trusting my instincts. Showing up when things get hard. Making space for the people and things I love. And never losing that little bit of wonder that makes me want to see what else is possible.
I think that might be my definition of chic these days. ✨
What’s yours?
07/30/2026
Swipe through… the story is in the captions. ✨✈️🌈
We lost an entire collection in a fire, and later, tariffs forced us to step away from wholesale, leaving us with thousands of units of inventory. Somewhere along the way, creating started to feel more like survival than joy.
I wasn’t sketching. I wasn’t chasing ideas. I simply stopped creating. As a designer, that was one of the hardest things I’ve ever had to admit.
Being surrounded by fabrics, trims, textures, and endless possibilities made something click. It felt like coming home.
I left New York with a renewed sense of confidence, a notebook full of ideas, and a feeling I haven’t had in a long time. I can’t wait to show you what’s next!
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