Amanda Cherry studied Clothing Design graduating Technikon Natal (now DUT) in 1983. She worked in the studios of two boutique businesses before joining Instinct Sportswear, which sold internationally. Amanda was appointed as Design Director and remained there for a number of years.

Amanda Laird Cherry officially opened as an operational business in February of 1996 and began supplying the Durban Designer Emporium and other boutiques around South Africa. Amanda co-founded The Space in 1999, currently extending to 11 outlets around South Africa.

Amanda participated in the annual Durban Designer Collection (DDC) shows on numerous occasions. DDC was originally the longest running fashion showcase in South Africa prior to the establishment of South African Fashion Week (SAFW). Amanda has shown her seasonal ranges at SAFW 25 times and at ALC Menswear at South African Menswear Week (SAMW) 6 times.

In September 2019, Amanda was honoured at the World Fashion Awards in London, taking home the Fashion Designer of the Year award. After 30+ years in the industry, her dedication and hard work has been recognised internationally. The business was also awarded the Changemaker Award at the inaugural Twyg Sustainable Fashion Awards in the same month. The judges took the business’s ethical labour practices, fabric choices, the extent of upcycling policies and the reduction of waste throughout the garment manufacturing process, into account.

“Those who think of clothing exclusively in terms of this or next season’s fashion are missing the point a little. The fabrics and the cuts we wear tell us about our society.” - Amanda Laird Cherry