AMIRA KALAF: The Luxury of Living Life to the Fullest
BUSINESS COVER EDITION - OCTOBER 2026 ISSUE
When I try to imagine someone capable of moving beyond the many expectations imposed on us — everything we are told to do, who we should be, and even how life is supposed to sound — I think of Amira Kalaf. Not because she exists outside these demands, but because there is a freedom in the way she lives that seems to depend on no one’s approval.
Amira has the personality to stand by her own tastes and the lightness to avoid turning every choice into a matter of principle. She loves fashion, takes pride in her appearance, has a sense of humor, and speaks about the things she loves with an enthusiasm that is contagious. She doesn’t seem interested in portraying a carefully edited version of herself. There is something generous about the way she presents herself, as though sharing her life were also a way of sharing with other women a little of the joy she finds in it.
This story began more than ten years ago, when Amira, a law graduate, started sharing glimpses of her daily life on Snapchat without imagining that it would become her profession. There was no carefully planned career waiting to unfold. Her audience grew, opportunities emerged, and little by little, what she had done for pleasure found its place in the professional world. Today, her journey also includes entrepreneurship, yet it retains an important characteristic of its beginnings: a personal connection to everything she does.
The women who follow Amira, affectionately known as the Amiretes, are part of this journey. Over the years, her presence on social media has evolved from a way of sharing her interests into an integral part of her professional life. There is something special about a relationship that witnesses so many changes while remaining connected to the person who was there from the very beginning. Amira has grown in front of her audience, but she does not treat this story as though it belongs to her alone.
With the creation of Amira Kalaf, her jewelry brand, came the opportunity to bring her name to a venture of her own. It marks an important step in her professional life, one that requires a different perspective from the one she brings to content creation: it is no longer enough to share a personal preference; she must give shape to an idea and build a business around it. The brand represents this initiative and expands the space Amira has carved out for herself, now also as an entrepreneur.
But it would be incomplete to tell her story solely through her work. Amira is a mother and a wife, and there is an entire life beyond the woman her audience sees. Family, responsibilities, and projects coexist with her love of beauty, personal interests, and desire to keep discovering new things. She does not need to erase any of these sides of herself for the others to be taken seriously.
Perhaps it is precisely this coexistence, without the obligation to fit into a single definition, that makes her way of living so uniquely her own.
Faith also has a place in her story. Amira turns to her beliefs when facing difficulties and seeks to move forward without allowing frustrations to take over. This sense of trust goes hand in hand with the enthusiasm she brings to conversations about her projects, the people who matter in her life, and the things that bring her joy. One does not need to imagine a perfect life to recognize this disposition. What stands out is her willingness to keep going, to explore, and to fully embrace whatever she chooses to do.
There are achievements worth celebrating: a career that began unexpectedly, a community that grew around her, and a brand of her own. But what makes Amira so interesting cannot be captured in that list. It lies in the woman who moves through it all with humor, a love of beauty, affection, and a deeply personal passion for life. There is warmth in her presence. Her enthusiasm never feels like a professional obligation. And her story becomes all the more compelling because, even as so much has changed, she continues to find joy in what she does.
In her conversation with Hooks Magazine, Amira reflects on the choices that have shaped her life, the values she holds close, and the lessons she has learned along the way. No ready-made formulas, no pretense of offering answers for every woman. Just the straightforward, good-humored, and vibrant personality that is so much a part of who she is.
1. You graduated with a law degree but eventually pursued a different professional path. More than ten years ago, when you started sharing your daily life on Snapchat, did you imagine it could become your profession, or did that possibility emerge gradually as more people began following you?
I never imagined that it could become my profession. In fact, I confess that even today, I still find it a little difficult to think of everything in terms of a formal business. For me, it is so enjoyable, and I do everything with such passion that I simply cannot see it as work.
2. After so many years of sharing your life with the public, I imagine your relationship with social media has changed quite a bit. Is there anything you used to share naturally in the beginning that you now prefer to keep just for yourself? What has changed in the way you navigate this level of exposure?
Nothing has changed. I’m still the same person, and I continue to share everything I love doing and everything I believe will add value to the lives of my followers, my Amiretes! I’m very genuine, and they know that.They can feel it. I believe that’s why our connection is so strong. I’m still the same person I was back in the Snapchat days, just an upgraded version of myself (laughs).
3. You have a phrase that captures so much of your approach to life: “Here, we eat. Here, we drink. Here, we work out.” I love how it shows that discipline and pleasure can go hand in hand. How did you find this balance without turning self-care into yet another obligation?
I’m passionate about life, and I love living it to the fullest. The present! Today! I do what brings me joy, but I always strive for balance. The secret is learning to see your routine differently. I don’t see working out or eating healthily as obligations. The power to take care of our bodies is in our own hands. Is there any greater pleasure than that?
And wine comes as a reward. It’s there to take care of the mind. You’re a mother, a wife, an entrepreneur, taking care of your home and everyone around you. Is there any greater pleasure than reaching the end of the day, taking that premium shower, and savoring a glass of wine during your skincare routine? Or rather, vitamin V! That’s what my Amiretes and I call it!
But there’s no secret. If you want your dream body, you have to work out. I enjoy my vitamin V every day, and the next day, I’m back to sweating it out. This is the routine that brings me joy and the life I’ve chosen to live. That’s how I love. That’s how I live.
4. You once shared that you used to take off your jewelry to live your life, whereas today you choose jewelry that is made to live alongside you. This shift in perspective caught my attention because it brings jewelry into everyday life rather than reserving it for special occasions. How did this idea inspire the creation of Amira Kalaf? And what would you like to convey to someone who chooses a piece from your brand?
Gold is energy. What you wear has power, essence, and meaning. Once you begin to understand the true value of a piece of jewelry, everything changes. And this isn’t about material value.
Jewelry sitting in a box is energy standing still. Life needs to flow. Gold needs to live with you. When my followers purchase a piece of Amira Kalaf jewelry, they understand the power of what they are bringing into their lives. These are pieces that become talismans of strength, self-love, protection, and faith. It’s something indescribable. Only those who wear them truly know what I’m talking about.
5. The way you dress also draws a lot of attention, and I believe it’s a way of connecting genuinely with your followers. You often talk about how your style goes from SHEIN to Chanel, mixing affordable pieces with luxury brands. I believe not everyone can pull that off so effortlessly. Tell us more about how you put your looks together.
A look is about attitude, not brands. I do invest in designer handbags and shoes because I’m genuinely passionate about them. At the same time, I love playing around with fast-fashion trends. On most days, I’m wearing a SHEIN outfit with my Chanel bag and Prada shoes. I absolutely love this high-low mix. And that’s the real fun of getting dressed.Elegance isn’t about price. Attitude has very little to do with how much you paid. When we feel confident in who we are, and our energy and self-esteem are high, any outfit can make us shine. At the end of the day, it’s not about clothes, and certainly not about the price tag.
6. You often speak about love, faith, and gratitude. But life also brings difficult phases, frustrations, and moments when things don’t turn out as we hoped. When you go through a period like that, what helps you move forward and maintain your trust in what you believe in?
Our energy is the most powerful thing we have. I never let mine drop. We all have problems. What changes is the way we look at them. Does complaining solve anything? No. Does feeling sad make the problem go away? Neither does that. So, choosing to vibrate positively, even in challenging situations, helps us face them with a lighter heart.If something went wrong, it was meant to be that way. That’s how I choose to think. Something didn’t happen the way I wanted? It was meant to be that way. I simply live life! I feel life. I think that’s what it comes down to.
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