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.
Ma’am Features
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