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It all started with 10 appointments in local Charlotte boutiques 4 years ago. I took a bag of my products (hand sewn at the time) to these boutique owners and all but one store purchased the line. One of the owners was kind enough to tell me about a showroom in Atlanta that represented lines in my ‘sweet spot.' I contacted her with a reference with the boutique owner and showed at a summer market. The response to the line was very strong. As soon as we were ready to take on more business, I asked the showroom owner for recommendations of similar showrooms in other territories. I continued this model to get representation across the US. Our international distribution partners found us through our press placements and through some of our online retailers. Once we started to make a brand abroad in Japan then Europe, the world became a little smaller and the same viral marketing techniques kicked in. Word of mouth has been a really strong growth tool for us. The relationships with GAP and Nordstrom came about via good PR. They both contacted us after reading about us in the press.

This was a long-term goal, but we've been really blessed in getting to build these relationships early-on.

We work through permanent showrooms in key areas of the country (Atlanta, LA, Dallas, Chicago, etc) where wholesale customers and department stores can view the product line at their convenience. We have worked with some independent representatives in the past as well. We also work with international distribution partners that represent our line and show it to potential buyers in their geographic territories.

Good Question - it doesn't seem to make sense, does it?
We learned early on that it's important to diversify where we manufacture. State-side manufacturing is, unfortunately, a struggling industry. If you put all your eggs in one basket and that manufacturer either goes under or takes on a more 'important' client, you could essentially lose your business. It's important to build a few manufacturing relationships so that you can get competitive quotes, cross-train on products for times when you need extra manufacturing and just to keep yourself 'safe' in the event of a shut-down. In order to keep sourcing and raw material overhead costs manageable, we have one manufacturer make all our cotton goods, one make all our laminated goods, one make all our diaper bags, etc. but when possible (depending on thier machinery limitations) they have been cross-trained on other products and have filled in when we've needed them.

There are really two types of testing
1. market research to determine if the product is needed, relevant, compelling and sustainable
2. safety testing to ensure that the product is safe for the age-grade.

The first type of testing (market readiness) is the fun part - at our company this is very unscientific. I'm a mom and most of our team and friends are, so by default, we're experts in this world. The product ideas either come from seeing a good product that we know we can make better (our laminated bibs, for example) or seeing a gap in the market that think it's important to fill (our binkers and designer diners). I'll make a few prototypes, hand them out, use them on my kids and gauge the response, make some changes and off we go!

The second type of testing, safety testing, has ALWAYS been so very important to us! Just recently in the US, new CPSIA 2008 laws were instated limiting the level of lead and phthalates in children's products. These new laws also made once voluntary laws mandatory (the ASTM 963 laws). We outsource our testing to an accredited 3rd party and do not release our products until they are safety certified. The same safety testing process happens for each country we distribute to - we work with that country to understand thier laws (it's different everywhere) and ensure products are tested to meet the geographic standards.

I would LOVE to tell you more - this is the heart of why we do what we do!!!

First and foremost, Bella Tunno exists to give back. We have never sold a product without donating a portion of the sale to drug and alcohol prevention, rehabilitation and education programs, or programs that support struggling mothers and children. Some of the initiatives we support locally are the Charlotte Rescue Mission, Thompson Family Focus and Safe Journey.

In 2003 my brother passed away after a long struggle with drug and alcohol addiction. This was a catalyst for Bella Tunno to focused its energy on helping others who struggle with drug and alcohol addiction.

Bella Tunno supports the Charlotte Rescue Mission as their key philanthropic focus. The Charlotte Rescue Mission (www.charlotterescuemission.org) is a program with a heart committed to meeting the needs; mind, body and soul; of those battling against addiction and homelessness. They want to break the cycle of destructive behavior that is passed from generation to generation. In doing so, they want to make our community a healthier, safer, happier place. It is a self-referring program, completely voluntary and privately funded.

In 2007 Bella Tunno led an initiative for the Charlotte Rescue Mission called "Let's Make a Miracle" with the end goal of giving each individual client ‘Christmas.'

In 2008 - 2009, Bella Tunno headed an initiative called EXTREME MISSION MAKEOVER at the Charlotte Rescue Mission. In just one day, from 8 AM to 5 PM, Bella Tunno joined 16 other companies (including the Gap, Lowes and Outback Steakhouse) and over 65 volunteers to aid in much needed renovations and improvements at the Charlotte Rescue Mission. The key goal at the end of the day was to turn an unused basement area into six dorm rooms and a bathroom area. Building these six new rooms will allow 32-40 more clients a year go through the program that may have not otherwise had the chance. Over the years, this in turn will offer hundreds of individuals the opportunity to participate in the program and start a new life for themselves. Volunteers also painted several rooms at the various Mission buildings, renovated the gymnasium, built a sand volleyball and horseshoe pit, organized and cleaned the food pantry, and landscaped and beautified the property.

Bella Tunno also sponsored a Family Fun Fest at the Thompsons Family Focus residential children's home this spring with music, arts and crafts, a puppet show and a day of fun for the kids.

Bella Tunno is the vehicle that funds our philanthropy work. The children's accessory business is great market to play in, but the Bella Tunno line is more a means to a charitable end.