In today’s Movers & Shakers spotlight, we feature Amanda Notyena known in fashion circles as Amanda Knots. This Gqeberha-born visionary has taken South Africa’s bridal couture scene by storm.
From dressing influential personalities like former Miss South Africa, Tamaryn Green to creating bespoke wedding gowns for media icons like Masasa Mbangeni, Enhle Mbali Mlotshwa, Gail Mabalane, Candice Modiselle, and most recently, Palesa Tembe, Amanda has carved a niche for her distinct blend of elegance and cultural homage. Since launching Amanda Knots in 2014, she has crafted a brand synonymous with sophistication, creativity, and mindful design. Her expertise has also been recognized closer to home when she was recruited to consult as part of the wardrobe team of The “Real Housewives of Gqberha.” Her journey as a designer speaks to her roots, resilience, and unyielding drive to bring a new perspective to bridal fashion. Her story demonstrates that it is possible to achieve your dreams, no matter your background.
SHE GREW UP in Gqeberha, Amanda fondly recalls her formative years, when her passion for the arts began to form.
SHE DISCOVERED her love for fashion early on. As a teenager, Amanda would watch FTV and dream of joining the ranks of designers like Donatella Versace. At age 14 when her father enquired about her future plans, she confidently replied, “I want to be a designer.” Smiling, she recalls his simple nod of approval. Meanwhile, Amanda’s mother, a teacher with a knack for sewing, often made dresses for her pageant competitions, giving Amanda an early introduction to craftsmanship. “I think that played a role because I had access to the tools I needed to get started,” she reflects.
HER SCHOOLING at Alexander Road High School, where she was both a student leader and a dedicated netball team member, instilled the importance of collaboration and commitment — qualities she would later embed into her brand. “Being involved in sports taught me the value of teamwork and the importance of acting with integrity,” she reflects.
SHE CREDITS her Visual Arts and English teachers for inspiring her love for creativity and art and fostering her confidence as a young aspiring creative. “[My High School English teacher] encouraged creativity through the use of language which had a strong influence on how I articulate and express myself, as a creative.”
HER BUSINESS acumen, attention to detail, and branding are on par with top South African design houses. Amanda notes, “I think my success stems from the fact that I took Art in high school. Having a firm grounding in the principles of art has heavily influenced and informed all the work I produce.”
SHE’S A CLOSER. Early in her working career, she found herself “job hopping” which led her into the world of sales, where she honed her marketing and business acumen. Amanda has tried her hand at various industries, “I was always in sales in some form or another”, from cosmetics to retail and eventually hospitality. I was introduced to the idea of how to sell and market products. My first clients were actually my friends who would ask me to make them things. I did all this while I was still working, refining my craft and working on being a good saleswoman.”
HER BRAND story is a fusion of wordplay and personal history. In university, a professor often marked her assignments as “Amanda NOTS” based on her surname, Notyena. “The name stuck,” she laughs. Years later, as she delved into bridal fashion, she realized the name was the perfect fit. “When people get married, they tie the knot, so ‘Amanda Knots’ made complete sense.”
SHE TOOK A LEAP OF FAITH…After working in Johannesburg for several years, Amanda took the plunge in 2014, leaving her job to return to Gqeberha and launch Amanda Knots. “There was no Plan B, I needed to make it work to pay my car payments. It was that simple.”
SHE RECALLS being deeply inspired by local brands such as Stoned Cherrie and Sun Goddess, whose intricate beadwork and traditional aesthetics continue to inform her creations. Over time her influences have expanded to include an eclectic blend of local and international designers, including Schiaparelli, Vera Wang, Versace, and Sabina Bilenko. Closer to home, she holds a particular admiration for the craftsmanship of Stephen van Eerden, whose attention to detail and style resonates with her own design ethos.
HER APPROACH to fashion is as intentional as it is stylish. “I want my brand to be solution-oriented,” she states, noting that each creation should offer more than just aesthetic appeal. Her work emphasizes minimal waste and sustainable practices, from mindful fabric selection to precision pattern making. “I don’t just want to make beautiful clothes; I want them to be functional and meaningful,” she explains.
HER DESIGNS often feature luxurious satins and lace, she dreams of incorporating South African heritage into her bridal collections. “We have such beautiful fabrics here — Mohair, Xhosa, and Ndebele prints,” she says passionately. “These cultural elements tell a story, and I would love to bring that story into my designs.”
SHE DESCRIBES herself as a homebody. “When I’m not working, I’m quite a plain Jane – I love to stay home.” With her slicked-back chignon, powder blue striped button-down shirt, chic trousers, and tasteful jewellery, Amanda is understated yes, but definitely a far cry from plain.
SHE LEADS a team comprising three women whom Amanda personally trained. She embraced a training and apprenticeship approach to develop their skills. “None of them had fashion backgrounds, but I believed in their potential,” she says. Amanda’s leadership is rooted in fostering a collaborative, growth-oriented environment, placing attitude and commitment above prior experience. “I focus more on growing a team and developing a culture. We won’t have a successful team if everybody’s not on board. We’re like family,” she emphasizes.
HER COMMITMENT to sustainability sets her apart in a world obsessed with fast fashion. The fashion industry produces over 92 million tons of waste yearly, with less than a quarter of textiles repurposed. Amanda is acutely aware of the fashion industry’s environmental impact, noting that to combat this issue, she is continually exploring process optimization. She shared, “I’m always thinking about how we can use less fabric but still create the same effect. In that way, we are able to save on costs and, in turn, offer better price points to our clients.”
HER VISION for her brand goes beyond creating beautiful bridal gowns. She expressed her design philosophy, stating, “I want the brand to be a solution-based business, fixing problems, not creating them. I would love for that to be translated into our work. But because of the type of clothing we produce, I need to be intentional and smart about it.”
HER AMBITIONS are not confined to the garment industry. She aspires to collaborate with brands such as MOET or Veuve Clicquot, Mercedes-Benz, and even jewellery brands like Tiffany’s.
HER SUCCESS is built on integrity. Her advice to young aspirant designers is simple: “Avoid shortcuts. They might seem tempting, but they undermine the foundation of your work.”
Delon le Roux is a project manager and freelance fashion writer. Formerly an editorial and runway model in Asia, he holds a bachelor’s degree in Media, Communications, and Culture from Nelson Mandela University, complemented by a recent master’s degree in Strategic Management and Business Law.
Leave a Reply