A Studio in Santa Barbara, a Brand Built from the Heart

Bellaforma Jewelry is located on the central coast in beautiful Santa Barbara, CA. Our jewelry is designed, handcrafted, packed and shipped on site from our busy little studio. The Bella Team is a very small dedicated group of hard workers who put genuine care into every order that leaves the studio.

I'm Sandra, the owner, model and designer of our handcrafted jewelry. I'm an east coast girl transplanted here due to my earlier years in the Air Force and I've been in California over 32 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 daughter's ballet practice by the owner of the studio.

The Story Behind the Brand

Bellaforma has evolved quite a bit after its initial inception. 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 slowly dying. I like to call that living "Comfortably Numb."

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, I know this for sure, but consistency and a belief in oneself is crucial. I took a flight of faith and 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 is intentionally encircled in barbed wire to represent the confinements many of us place on ourselves. I was that caged little bird, feeling restricted and fearful to explore 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 our appreciation of simple living.

Sandra and Paul: A Partnership Built on Passion

When Sandra is not designing she is likely running the local hills, sourcing components, playing tennis, or seeking new adventures with her husband Paul, her business partner, biggest supporter, and love of her life. Together they run Bellaforma with a shared commitment to the details that make every order feel personal. Every package that leaves the studio is boxed with care. As Sandra puts it, "We want you to feel like you gifted yourself, because we all need little treats now and then and you deserve it."

A Philosophy Rooted in Nature and Simplicity

The Bellaforma team are nature enthusiasts, music lovers, and huge jewelry fanatics. Product photos are always taken outdoors with plants and flowers that are in season. Their designs reflect an appreciation for simple, beautiful living, the kind that comes naturally in Santa Barbara. Their closing message says it best: "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. Dream. Believe. Inspire. We are all capable of living our best lives."