Handyma’am Goods
creative direction • brand Management • Product Design • StRategy • Operations
for women, by women.
Bella launched Handyma’am Goods after recognizing the lack of durable, well-made clothing designed for women. She built the brand as a values-driven, direct-to-consumer line supporting tradeswomen and creating modern, functional classics.
She designed a core line of ten original pieces, collaborated with artists, and oversaw the full product lifecycle — from fabric research and fit development to sourcing, manufacturing, and quality control. By keeping production in the U.S., Bella fostered close relationships with factories and ensured ethical, high-quality craftsmanship.
Creative Direction
Bella shaped the brand’s creative identity end-to-end. She produced and styled all studio and editorial content, establishing a visual world inspired by the hardworking, multidimensional women the brand served. Through thoughtful storytelling, she built strong customer relationships and an engaged social media community.
Alongside creative leadership, Bella managed marketing strategy, P&L oversight, logistics, and events — balancing vision with day-to-day operations to build a brand defined by integrity, intention, and community.
Ma’am Features
A key marketing initiative Bella developed was Ma’am Features, a doc-style content series that highlighted members of the community the brand served. The stories were personal, real, and grounded in the day-to-day lives of hardworking, multifaceted women. The series not only showcased the product in use, but also promoted the featured women’s own work — often leading to collaborations and giving their craft greater visibility within the Handyma’am community.
