After graduating with a qualification in clothing design in 1983, Amanda worked in the studios of two boutique businesses before joining surf and sportswear brand Instinct which was produced in Southern Africa and sold worldwide. She was appointed as design director and remained at Instinct for nearly 10 years.
Amanda Laird Cherry was launched as a business in February 1996 and began supplying the Durban Designer Emporium and other boutiques around South Africa. Amanda co-founded The Space in 1999. This has grown to eight outlets around South Africa. In November 2014, Space MAN was established to provide menswear-focussed brands including her own revived menswear label, ALC.
Whilst it was still running, Cherry regularly participated in the annual Durban Designer Collection (DDC). She now shows her seasonal ranges at SAFW. Amanda has exhibited work at the London Fashion Week Expo and has presented on multiple occasions at the Design Indaba Conference and Expo in Cape Town.
In 2006, she was awarded the Marie Claire (South Africa) Prix D’Excellence de la Mode Citation for Best Designer. Some of her products were made and supplied to Liberty of London and featured in various local and international magazines and websites, including WGSN, ELLE, TIME, Dazed and Confused, Marie Claire, Fair Lady, Sarie, Rooi Rose, Grazia, Collezioni, Trace New York, Sunday Times Fashion Weekly, Sunday Tribune and Cosmopolitan.
Cherry is committed to promoting and sustaining jobs within the South African clothing industry and works with local crafters and skills building organisations to produce products that can be tangibly produced and sold.