Company/Designer Name: Company: Bella Argentina/Courtney Williams
How did you get started?
I have always been interested in design. I started by working for a premium purse and accessories company one summer in Argentina. I could barely speak Spanish but I was so enchanted by the people, culture, and the rich natural beauty that I was motivated to learn more. Working for a fashion company, I realized that Buenos Aires really is the Paris of South America, and I saw an opportunity to create my own design company.
Why did you join Noblivity®?
Noblivity is the best thing to happen to independent designers. They have resources, patience, and belief in the value that small scale designers add to the fashion world.
How would you describe your design style, design signature and who is your targeted customer?
My designs reflect my multicultural, multinational perspective, my quest for balance, and my passion for dance -you can feel movement in every piece. My jewelry is about physically and symbolically uniting the natural with the handmade: the earth’s stones with polished sterling silver. Each of my pieces has a natural gemstone, a play on balance, and handmade touches such as hand wire-wrapped elements that unite the design. My customers are curious, worldly, interested in cultures other than their own, and feel good about supporting international artisans.
What inspires you?
I’m inspired and fascinated by Argentina’s curious intersection of modern life, mother nature, and urban decay. I’m inspired by the drama of dance, particularly Tango, and the optimistic energy of Salsa.
What obstacles did you have to overcome to get to where you are?
Managing fluctuating markets and exchange rates during a time of global upheaval has taught me that working internationally is both challenging and rewarding.
How did you overcome the obstacles along the way?
Through immersion in both the US and Argentina, I have learned about gemstones and precious metals in order to further my designs.
What has been your greatest moment on your journey so far?
I’ve gotten to travel to beautiful places and work with highly talented designers, which propels me to dream big.
What has been the biggest change in your designs so far?
The biggest change thus far was my transition from base metal to utilizing sterling silver. The difference in quality and beauty is stunning.
What’s next for your brand?
I am excited about incorporating more and more unique gemstones that are fresh and underutilized in the US market. In addition, I have an exciting designer collaboration pending for the upcoming collection.
If money were no object what would you do right now to promote your brand?
Every UN ambassador to South America would be wearing my pieces to promote Bella Argentina.
What are the best and worst things about bringing a product to market?
The best thing is seeing something that you’ve imagined materialize from a thought to a drawing and finally into a functional piece of art. The only bother is waiting for it all to happen.
What would you attempt to do if you knew you could not fail?
I’d enter a salsa dancing competition in Cuba.
What is your philosophy of life?
Life is short, so surround yourself with beauty and seek out adventure.
If you could do it all over again, what would you do differently?
I would have refined my method of identifying qualified artisans earlier in the company formation process.
When will you know you have made it?
When word of mouth is my most effective marketing tool, I’ll know I’ve made it.
