Our mission

We create human-centered products, stories, and experiences that help people live well, connect deeply, and see new possibilities for themselves and their communities.

Our ethos

Resilience. We test, adapt, persist, keep momentum—and move each mission forward.

Sovereignty. We recognize the agency and dignity of each individual—and we do not sacrifice anyone’s well-being for profit.

Culture matters. We honor its purpose and seek to preserve what it carries forward.

Science + wisdom. We translate research and time-tested practices into everyday guidance.

Inclusive by design. Products and productions reflect diverse realities from the start.

Do the right thing, simply. Fair and elegant solutions, clean decisions, measurable impact.

Our founder

Marcia A. Cole is the founder and CEO of Amitarra — a media and women's welltech company — where she leads strategy across three divisions: Amitarra Studios, developing original story-driven IP; Amitarra Welltech, building technology-enabled products for women; and Amitarra Agency, executing go-to-market strategies that build and activate communities.

Previously, she co-founded Fourth Phase, an award-winning postpartum care brand that secured $170k in non-dilutive funding and reached 300M+ media impressions. Before that, she founded Ivy Digital, a content marketing agency with clients including L'Oréal, SiriusXM, and American Express, and served as Director of Content at Canyon Ranch, where she launched the company's first Content & Design Studio, generating $15M in incremental revenue.

Her career spans 30 years across music, entertainment, beauty, fashion, health, and women's media. She has held senior editorial roles at Girl, Essence, Real Simple, Latina, Suede, and Heart & Soul — the first health magazine for African-American women — and founded Ambermag.com, an early multicultural digital beauty platform with distribution through BET and AOL.

As a writer, Marcia's work has appeared in The New York Times, The New York Post, InStyle, Elle, and Vibe, and the award-winning anthology, Where Did Our Love Go: Love and Relationships in the African American Community (Agate Publishing).

As a founder and coach she has been featured in Essence, Forbes, Happi, Marie Claire, and WWD.

Marcia holds a BFA from Parsons School of Design and a Master's in Publishing from Pace University.

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Amitarra is a media and women's welltech company. We develop technology-enabled products rooted in cultural and body intelligence for women, create original IP for television and digital that captures the human journey in all its depth, and activate our cross-generational communities to build and grow brands — ours and yours.