Meet Ambika Singh ’07, CEO and Founder of Armoire

Tell us about Armoire. What sets you apart in the industry? What unique challenges do you solve for your customers? 

Armoire is the dream closet with infinite variety. It’s sustainable for your wallet, the planet, and your mental well-being. As we’ve accelerated our ability to produce things more cheaply, our closets are expanding. Most people understand overconsumption is bad for the environment. But many aren’t aware how overconsumption weighs on the brain. Owning excessive amounts of stuff is stressful and creates mental clutter. 

There’s tremendous joy in sharing. A consistent theme for the last nine years is that Armoire members are always surprised how happy they feel returning the clothes. Part of our challenge in the beginning was customers who didn’t understand the concept of paying for something they wouldn’t keep. But once they started to experience it, the feedback we received time and time again was that the process is freeing. They enjoyed the idea of a single blazer bringing joy to many people over its lifetime. 

Who are the clients and communities you serve? 

We think of our customer as a boss lady. She might be a working woman, she might be a mom, she might be a community leader. She’s often all three. This woman has a lot going on and a lot to “armor up” for. 

One of the reasons I picked “armoire” is it has the same root as that word: “armor.” I think about clothing as a woman’s armor. Sometimes she’s in a blazer at a conference; sometimes she’s cozy at home in a cashmere sweater. She might be navigating pregnancy, weight changes, or a new job. Armoire supports her in all these different life stages. Clothing is just one part of our customer’s busy life, and we’re enabling her to do more of what she loves. We cater to the woman who wants her wardrobe—and her life—to feel simpler and easier. 

As a founder, what have been your most significant challenges, surprises, and triumphs along the way? 

Once upon a time, I said to myself, “Sharing clothes—how hard can that be?” I had a lot of naïveté about what this would take. 

A key challenge of this business is it requires us to maintain excellence across diverse fronts. It’s as much a logistics business as it is a marketing business; a merchandising business as it is a technology business. We move clothes around the country every day. They go out in pristine condition and come back worn. We dry clean them, make small repairs, get them back on the racks. The logistics side is complex. The clothes have to get there on time. They have to be pristine. It takes a lot of logistical prowess. I’m proud of the fact that we are now operationally efficient. We have to be—because clothing is such an intimate and essential part of people’s lives. 

What do you see as the most under-told story about fashion’s environmental impact that your company is working to change? 

The untold story is that 30% of the clothing that ends up in a landfill has never been worn. That is partially a consumer problem, but it’s also a supply chain problem. The financial models of fast fashion are built to sustain that kind of waste. For example, they might produce a blazer in 10 colors knowing that only seven will sell. But they’d rather make all 10 because, from a financial perspective, they don't want to miss. There’s a real value equation problem there. 

Yes, some consumers and brands might rethink their practices because it’s the right thing to do. But most will respond to the dollar. If it costs something to empty out your closet, people might think twice about overconsuming clothing in the first place. I think we need to internalize the cost of trash better. Europe is going in this direction. I assume eventually we will get there, but not yet. In the meantime, Armoire has prevented hundreds of thousands of garments from ending up in landfills through repair, resale, and donation. 

You have championed women and their ability to do big things together. If we could dream together now, what would your ideal long-term impact on the world be? 

I’d like to positively impact the planet by reducing overall consumption. I’ve been heartened to see Armoire customer clothing consumption patterns translating into other parts of their lives – people are buying less, sharing more. We began Armoire with women’s apparel because it seemed like the right place to start, but I have big dreams of renting many items beyond clothing. 

What aspect of your Dartmouth experience do you rely on most as an entrepreneur and leader? 

Since Dartmouth is so remote, it’s all about the people. You learn to appreciate the joy of making friends and investing in community. If you go to school in New York, there are so many other things going on that you don’t have the same obligation to invest in the community around you. At Dartmouth, there’s the moose, there are the mountains, and there are your friends. You see at a young age the positive results of investing in people. 

Armoire was recently named one of the best places to work in Seattle. We’ve been lucky to have successes and win other awards, but this recognition means the most to me. People at Armoire really care about each other and the business. I feel like I learned that—that genuine care—at Dartmouth. There’s something about Dartmouth that inspires you to build a lifelong community and rely on those around you. 

What advice do you have for students about using their time, relationships, and opportunities at Dartmouth to prepare for a career as an entrepreneur? 

My niece is a rising sophomore, so I’m actively giving her this advice. Invest in your friendships. These people will be in your life for a long time. Sit with them by the river, go skiing with them, make bad food in your sorority kitchen. I think all entrepreneurs will agree you don't get anywhere on your own. It’s all about relationships. 

As a member of the Dartmouth Founders Project, you have signaled your intent to support the College philanthropically. Why is giving back important to you? 

The Dartmouth community invested so much in me. It only feels natural that I’d do the same for future generations of students. The College means a lot to me, so paying it forward was an easy decision. 

If we zoom out, I really believe in the power of entrepreneurship to problem-solve and improve lives. And there’s so much incredible problem-solving going on at Dartmouth. Of all the things I could support, I think giving back to Dartmouth creates an avenue to a better world.