Ayumi Mamiya is a young witch who carries a curse placed upon her during her childhood. The singular condition for lifting this curse is Haruo Yoshikawa, a boy who is entirely unaware of the magical world. This desperate need forces Ayumi to take drastic measures, leading her to transfer to Haruo’s school and secure a position as a live-in maid at the Yoshikawa residence.

Her personality is a blend of determination and playful flirtation. She is often described as humorous and strong-willed, though her actions can be perceived as selfish or overbearing as she pursues her goal. Ayumi’s primary motivation is her own survival; she must seduce Haruo to make him a man and awaken his latent powers, which are the key to breaking her curse. To achieve this, she constantly flirts with him and frequently casts spells meant to seduce or charm him, believing this is the only way to save herself.

In the story, Ayumi acts as the catalyst that disrupts the carefully controlled life the Yoshikawa sisters have built around their brother. Her role is defined by her struggle against the eldest sister, Maika, who is fiercely protective of Haruo and wishes to keep him ignorant of magic. This rivalry leads to constant arguments and physical fights, from which Ayumi almost always emerges as the loser. Despite her magical abilities, she is generally outmatched in direct confrontations with Haruo’s sisters.

Throughout the series, Ayumi’s character undergoes a significant development. While she initially claims that her romantic advances are purely a means to an end dictated by her curse, the final episode reveals a change in her genuine feelings. It is at this point that she comes to realize she has truly fallen in love with Haruo, transforming her mission-driven actions into something more authentic. As a witch, Ayumi possesses notable magical abilities, primarily focused on casting spells. She is known to use her powers for seduction and flirtation, and her eyes are known to glow gold when she performs magic.