Handyma’am Goods

creative direction • brand Management • Product Design • StRategy • Operations

 
 
 

for women, by women.

Handyma’am Goods was founded after Bella saw a gap in the market for well-made, durable clothing for women. She launched a values-driven, direct-to-consumer apparel brand to support tradeswomen and set out to create modern classics that closed the gap between workwear and womenswear. Every product was designed with function at its core — balancing durable fabrics, mobility, and a flattering fit. From welders to hobby farmers, the goal was to make pieces that customers would rely on and love for years.

Production was based in the USA with partners who shared a commitment to quality, fair wages, and safe working conditions. Keeping manufacturing close allowed for strong factory relationships, accountability, and collaborative growth.

Branding & Identity by: CLUB Studios

 
 
 

Creative Direction

As the brand grew, Bella continued to manage all aspects of the business including marketing strategy, product design, sourcing, P&L management, shipping, manufacturing, and event planning. She produced and styled all studio and editorial content and developed thousands of customer relationships while growing an engaged community on social media.

The creative direction and ethos behind the brand was inspired by the community of women Bella found herself surrounded by. Hardworking, capable, and multidimensional. The women who don’t fit in a perfect box.

 
 
 
 

trade school

Trade School was launched in 2020, to provide the same quality and well-made garments that Handyma’am had become known for to the little ones in our lives. We remade our classic silhouettes for children’s sized and introduced vibrant color ways to our classic lineup.

 
 

hungry heart hair

BRAND REFRESH • CREATIVE DIRECTION • SOCIAL STRATEGY

 
 
 

Come for the haircut, stay for the company.

Hungry Heart had the talent and a growing clientele to match. After remodeling their physical space, however, their online visuals fell short of the fresh new look. Bella worked closely with Farrah Fox to make sure the feeling and service you received in the salon was consistent throughout their digital presence. Bella evaluated and advised on their current brand and positioning in order to create guidelines and more coherent imagery for the next chapter of the business.

Photos and Site Design by: Farrah Fox
hungryheartrva.com