We were lucky to catch up with Andrea Cunningham recently and have shared our conversation below.

Alright, Andrea thanks for taking the time to share your stories and insights with us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

At A.M. Shantelle, we know that being petite isn’t just about height – it’s about navigating a world where finding clothes that fit isn’t easy. I mean, how many times have you or your petite bestie tried on something “off the rack” and been like, “This would be perfect if I didn’t need to take it to the tailor?” Yeah, too many times.

That’s exactly why I started A.M. Shantelle – because I got tired of seeing petite women (myself included) struggle to find fashion that actually fit without all the hassle. It’s one thing to look at a cute outfit online, but when you need a second mortgage just to get it altered, that’s a whole different problem.

Our mission is simple: To make petite women feel like the bosses they are – without the hassle of alterations. We’ve created an e-commerce shopping experience where you can shop from the comfort of your home and know that what you order is going to fit you perfectly. No hemming. No trips to the tailor. Just a style that fits your body, your schedule, and most importantly, your life.

At the end of the day, it’s not just about the clothes. It’s about giving time back to our girls – time that would’ve been spent in fitting rooms or waiting for alterations. We want our customers to spend more time doing what they love, with the people they love. Whether you’re running a business, managing a team, or just living your best life, we want to make sure your wardrobe keeps up with you – without the extra effort.

A.M. Shantelle is about making sure our petite sisters feel empowered, confident, and free to live life on their terms. Because when you look good and feel good, you can take on the world. And trust me, petite girls? We’re ready to do just that.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m the founder and CEO of A.M. Shantelle, and let me tell you, there’s no one more qualified to create a brand for petite women than someone who gets it – someone who’s lived it. I’m petite myself, and I’ve spent years fighting the fashion industry that just doesn’t consider women like me. I’ve been called every short nickname under the sun – “Shorty,” “Tiny,” “Lil Bit,” and in high school, they even called me “Barely” because they said I was barely tall enough to make the track team! LOL. But no matter what they called me, I never let my height hold me back. I’m the spicy petite girl who gets things done – and that energy is at the heart of A.M. Shantelle!

I started this business out of necessity. For years, I was fed up with spending more money than I should have on clothes that didn’t fit me properly – and even more money to get them altered. I realized, if I’m going to pay for alterations, I might as well just get clothes made from scratch! But no one was offering ready-to-wear fashion for petites that didn’t require extra steps. That’s where A.M. Shantelle comes in. I wanted to create a brand that offers petite women an easy, hassle-free experience where they can shop online, grab the perfect fit, and not have to worry about alterations. It’s about saving time, money, and mental energy for the things (and people) that matter most.

At A.M. Shantelle, we offer a carefully curated selection of fashion-forward, ready-to-wear pieces that are designed specifically for petite women. From chic blouses to perfectly fitting jeans and dresses, our collection is all about providing perfect fits right off the rack, so you can say goodbye to alterations. We’re not just about looking good – we’re about giving our customers the freedom to focus on what they love, without the stress of shopping or tailoring.

What sets us apart from other petite brands is that we’re not just a brand – we’re a community of petite women who are done with compromises. We understand the struggle of finding clothes that actually fit, and we’ve built our entire business to solve that problem. A.M. Shantelle is for the woman who’s on the go, who’s balancing a million things at once, but still wants to feel confident and stylish without wasting time or money.

What I’m most proud of is knowing that A.M. Shantelle isn’t just a brand, it’s a solution. It’s a solution that saves time, saves money, and makes petite women feel confident in their own skin. When you shop with us, you’re not just buying clothes – you’re adding precious time back on your calendar to spend on the things that really matter.

If there’s one thing I want potential customers to know about A.M. Shantelle, it’s this: We get you. We understand the struggle. And we’re here to give you the perfect fit – no alterations required. You deserve it, and we’re ready to make it happen for you.

Have you ever had to pivot?

Life threw me a curveball in 2023 that really tested me. My mom, who was the heart and soul of my motivation, passed away on October 13th from dementia. When I launched my business in July 2021, things were full steam ahead, but not long after, my sister and I received the devastating diagnosis that changed everything. My mom, who was always so independent and full of life – never meeting a stranger and always commanding a room – quickly became someone who needed help with every part of her life. Watching her go through that, and ultimately losing her, really left me feeling lost.

For a long time, I wasn’t sure if I could keep going with my business. My mom was always my sounding board, my biggest cheerleader, and without her, I didn’t feel like I had the same direction. It was hard to imagine moving forward without her voice in my ear. But after a year of grieving, I realized that I could use the lessons she taught me, the strength she instilled in me, and the passion she had for seeing me succeed, to get back on track.

Without my mom’s DNA, I wouldn’t even be a petite girl, and I know she wouldn’t want me to give up. So, I found my second wind and dived back into A.M. Shantelle with renewed purpose. My petite girls need me, and I won’t look back now. I know I’ve got this, and my mom is still with me in spirit, guiding me every step of the way.

How did you put together the initial capital you needed to start your business?

I’ve always been a firm believer in the idea that you can make it happen if you put in the work – and that’s exactly how I’ve funded A.M. Shantelle. From day one, I’ve used my own money to get the business off the ground. In fact, I like to joke that my 9-5 job is actually my business investor! A good majority of the dollars I earn from my full-time job goes toward keeping the lights on and funding the growth of A.M. Shantelle, from inventory to marketing to the daily operations.

Building a business from the ground up takes grit, and it hasn’t always been easy, but it’s been worth every sacrifice. The work I put in at my day job not only covers my personal bills but also fuels my passion project. I’m proof that you don’t need a big loan or investors to start something you believe in – you just need determination and a willingness to invest in yourself. And that’s exactly what I’ve done.

Contact Info:

• Website: https://www.amshantelle.com
• Instagram: https://www.instagram.com/amshantelle/
• Facebook: https://www.facebook.com/AM-Shantelle-107814684718830/
• Other: TikTok – https://www.tiktok.com/@amshantelle2022