Bella is not just a jewellery designer. She is also a singer, and talking to her, you get the sense that for her, these are not two separate lives being juggled. They are just different expressions of the same person. We sat down with her to talk about LUVV by Bella, the neo-African jewellery brand she has been building since 2022, and the story behind it.
SMEDAN: Let’s start from the beginning. Where did LUVV by Bella come from?
Bella: It actually goes back to my mum. In the early 2000s she attended a government skills acquisition programme in Jos where she learned bead making. I spent a lot of time watching her and helping out, and that is really where I picked up the skill, just from being around it as a kid.
SMEDAN: And when did that turn into an actual business?
Bella: End of 2021, I started brainstorming. I noticed there was a gap in Nigeria’s style industry. There was modern jewellery and there was traditional jewellery, but not much that combined both in a way that felt right for people my age. I love old Nigerian photos of our ancestors being adorned with handmade jewellery, and I wanted to do that for my generation. That is where the idea for neo-African jewellery came from.
SMEDAN: Was this always something you saw yourself doing, or did it come from somewhere else?
Bella: Honestly, a bit of both. I have always been multifaceted. I have two degrees and I am also a music artist. A lot of creatives and self-employed people know what it is like to not have a constant income. LUVV by Bella gave me something that brought in money but was still true to who I am creatively. Seeing my music contemporaries support the brand by buying from me has been really fulfilling.
SMEDAN: You mentioned your education. How did that play into the decision to start?
Bella: I grew up in Jos, and it is a calm environment that really let me develop my creative side. That is also how I got into music. During COVID lockdown, I finished my postgraduate degree with a distinction from GCU London, an MSc in International Management and Business Development. That gave me a lot of confidence on the business side, branding and all that. My creative side already existed, but that programme gave it structure.
SMEDAN: How has the business grown since you launched?
Bella: We went from selling a few pieces a month to hundreds once I figured out the right channels. Stockists and physical stores still matter a lot in Nigeria because people still shop physically. But I am really proud that we now have a fully functioning website where people can shop globally. My pieces have also been worn at the BET Awards by Pheelz, and by artists like FAVE, Psycho YP, Flavour, and YCee.
SMEDAN: What would you say has been your biggest milestone so far?
Bella: There have been quite a few. We have done pop ups in Lagos, Abuja, and Jos. We have been featured in Afropolitain Magazine in New York, Voyage LA in Los Angeles, iMullar in Accra, and PiggyVest here in Nigeria. I was also stocked at Garmspot and sold over a hundred pieces there in a short time. My pieces have appeared in music videos for Sungba by Asake, Calm Down by Rema, and others by CKAY and Nonso Amadi. They are also on Bella Shmurda’s Sanity album and Young Jonn’s Love Is Not Enough EP. And honestly, the website itself is a milestone for me.
SMEDAN: Was there one moment that really changed things for the brand?
Bella: Yes, definitely. When Rema wore a necklace I made, it boosted visibility a lot, especially within the creative industry. A lot of artists started purchasing from me after that. One piece, one moment, and it opened a lot of doors.
SMEDAN: What has been the hardest part of running LUVV by Bella?
Bella: Like most SMEs, limited capital for scaling, marketing, and distribution. There is also the balance of trying to make a living from my craft while keeping prices affordable for everyday Nigerians. I deal with that by really weighing my options, sourcing materials from different parts of the world at wholesale prices so I can manage my margins better, and having my own website so I am not losing percentages to stockists.
SMEDAN: Has there been a moment that was particularly difficult for you personally?
Bella: My mum had a stroke three years ago, and I had to be away from the business for months because of that. It was tough. But it also showed me a gap, the distance between the producer and the consumer, and how important it is to build channels that keep things running even when the founder needs to step back. It changed how I think about the business long term.
SMEDAN: What have you learned about yourself through all of this?
Bella: That I can do multiple things at once and that it is not unrealistic to have multiple streams of income. Even when you feel like you have no idea what you are doing, you figure it out one step at a time, no matter how small the step. I have also learned that consistency today rewards you tomorrow.
SMEDAN: What advice would you give to someone just starting out in your industry?
Bella: Being creative does not mean you have to limit your vision and goals. You don’t always have to walk away from your other passions, sometimes you just add things to them that make it feasible to keep going. I also think market analysis is important, not to copy other brands, but to get a clearer picture of what your own unique contribution can be.
SMEDAN: What is next for LUVV by Bella?
Bella: In the next three to five years I want a physical store and production studio. I would love to learn metalwork, including custom diamond jewellery, and host workshops and private events. I am also building something new called Bendy Nigeria, which is an alternative to the “bend down select” experience, both online and through an app, to help creatives like myself sell what we make or earn through decluttering. It is available at www.bendynigeria.com and on iOS.
SMEDAN: Before we wrap up, any fun facts people might not know about you?
Bella: A lot of people do not know I am also a singer and I plan to keep doing both. My biggest inspiration is a cross, which is why a lot of my designs feature crosses, sometimes more than one. I also really love pearls and gemstones.
SMEDAN: And what keeps you going on the harder days?
Bella: My faith, honestly. And having a clear vision of where I am going. That combination keeps me steady even on the low days.
Shop LUVV by Bella at www.luvvbybella.com and follow the journey on all platforms @luvvbybella.