Our Story

If you found yourself here at this moment then THANK YOU. We appreciate the ability to get to know our loyal customers and create meaningful connections. 

Bellaforma Jewelry is located on the central coast in beautiful Santa Barbara, CA.
The Bella Team is a small dedicated group of hard workers. Our jewelry is designed, handcrafted, packed and shipped on site from our busy little studio.

Here at Bella we are high spirited nature enthusiasts, music lovers and HUGE jewelry fanatics! If you are too then we probably have a lot in common. Stay connected with us on social media, we are on instagram: @bellaforma_jewelry and Facebook as Bellaforma Jewelry. On social media you can see more of our designs as I'm prone to modeling our pieces as often as possible. We love it when you share your photos with us, please tag us too!

I'm Sandra, the owner, model and designer of our handcrafted jewelry. 

About myself: I’m an east coast girl transplanted here in Cali due to my earlier years in the Air Force and I've been here for 30 years. After receiving my bachelor's degree in Interior Design, I taught myself the ins and outs of jewelry design and Bellaforma became a natural transition. Since 2005 it was mostly my side hustle and my first bracelet stack was purchased while I was wearing it to my daughters ballet practice by the owner of the studio. 

If YOU love jewelry like me then you appreciate the ability to personalize your own style whether it is achieved by wearing a simplistic choker, trendy layering necklaces, sparkling earrings or a statement ring. Jewelry gives you that confident edge in your appearance and can really elevate any outfit. It's FUN to style yourself so don’t be intimidated with trying new looks and getting out of your comfort zone.

"A woman without jewelry is like a picture without a frame"

Affordability and durability are a must because if you adore it you will want it to stay beautiful forever. Our chains, clasps and components are designed with quality stainless steel that is strong, resilient and made to last.

Our Journey:

Bellaforma has evolved quite a bit after its initial inception (nothing happens overnight lol). It was only through many tiresome years spent reflecting inwardly on happiness, my own peace of mind and a yearning for simplicity that during the process of a difficult divorce I finally decided to start listening to MY passions, really pay attention and follow them. I spent too long in a career I did not love and my spirit was slowing dying. I like to call that living "Comfortably Numb"...thank you Pink Floyd, I totally get it now! 

Through that experience I found the strength and courage to live authentically by facing my fears of starting over in mid life. It can be very challenging and scary, I know this for sure but consistency and a belief in oneself is so important. I‘d say I took a leap of faith but it was really a flight of faith as I went ALL IN with every fiber of my being. 

The Bellaforma logo is VERY symbolic, the hummingbird is a universal symbol of happiness...in our logo it’s intentionally encircled in barb wired to represent the confinements many of us place on ourselves. I certainly was that caged little bird, too intimidated and restricted to follow my true path. 

"What good are wings without the courage to fly?"

What a joy it is now to follow my passion and escape my own cage. I’m now fully immersed with Bellaforma, flying high and loving this journey of discovery. The word Bellaforma itself means beautiful form in Italian. Our unique designs continue to reflect my appreciation of simple living, my intrigue with color, specifically how we are drawn to it and how it effects us emotionally. Living in California provides a lot of nature therapy and inspiration for Bellaforma. When I am not designing I’m likely running the local hills, sourcing components, playing tennis or seeking new adventures with Paul, my business partner, biggest supporter, and love of my life.

What we both appreciate about operating an ecommerce business is the ability to give personalized attention to our customers. Offering free shipping, easy returns and customization on your orders is SO important. Little details are always a MUST and that’s why every box that leaves the studio is gift wrapped with care. We want you to feel like you gifted yourself because we all need little treaties now and then and YOU deserve it. Buying direct from a designer you will feel the boutique experience without the boutique prices and the Loyalty Rewards Program earns you free jewelry! Yes, many pieces are gifted to our customers because we love to show our appreciation back, we know you have an infinite amount of choices so thank you for purchasing with us.

In closing we encourage anyone who is searching for happiness to live with less, give more, get in touch with nature and of course unlock that cage and let your spirit bird fly.

Cheers and remember...

dream. believe. inspire. 
We are all capable of living our best lives! 

Sandra, Paul & Team