Susan Bella
As Susan Bella Jewelry celebrates its 10-year anniversary, owner Susan Bella Linski is excited to launch her first official line of jewelry, Bella Mani. She invites all to accessorize with the jewelry they love so that they can sparkle from the outside in!
Susan Bella Linski
Jewelry Designer & Owner
Tell us what it was like growing up in the jewelry business and how it prepared you for your career today.
Honestly, it was challenging. I didn’t see my parents much unless I was at their shop, and I had to grow up pretty fast. However, spending my youth behind a jewelry counter not only taught me every facet of this business, but also the importance of so many life lessons, including bringing joy into others’ lives. Watching my mom interact with clients when she revealed an item ultimately put me on this career path. The traits I developed above all others are being a hardworking, strong woman (thanks, mama!) who is ethical and kind in an industry that is both demanding and male-dominated. My mom trained me on everything from QuickBooks to quartz, but most notably to be an honest, independent woman that never stops learning and treats everyone with respect and a smile in a comfortable atmosphere. This foundation led me to the creation of Susan Bella Jewelry.
Describe the role you think that jewelry plays in everyday life.
Jewelry evokes emotions, whether it stems from the sentiment of the giver, an occasion that marks a special moment in someone’s life or the simple fact that it just makes us feel fabulous. Jewelry is not just something tangible: it’s a feeling, a finishing touch. If we sparkle on the outside and we feel confident, it’s much easier to sparkle on the inside, which leads to contagious smiling, random acts of kindness and even a bounce in your step!
Susan Bella
How does your team go about assisting customers and helping each person find the perfect piece?
Like our billboard says, “Your Retail Therapist Is In!” But seriously, the most important key here is listening—really listening—not just to our clients’ spoken words, but also to their body language. You should love every piece of jewelry you own! If it doesn’t speed up your heart rate or make you feel special, keep looking; it’s not for you. If a client is shopping for a gift instead of for themselves, we advise trying to imagine the recipient wearing it. It is our goal to give every single person who walks through our door an amazing experience, so they leave with a smile on their face and their expectations exceeded.
What are some of your best sellers?
Layering pieces! Stacked rings, necklaces, bracelets—anything that can be worn in combination with other items. My Bella Team and I love to help our clients achieve this look, and we encourage mixing metals (wearing silver with gold!). Many people are hesitant to layer because they aren’t sure they are “doing it right” or are concerned that they are wearing too much. We can build a jewelry wardrobe (and wish list) that you not only can build on to, but will be a nice balance of showing your style without being “showy.”
How do you go about curating the collections that are carried in the store?
I love my inventory and take a lot of pride in my selections. I’m always on the lookout for something new and exciting, and carefully choose every piece that goes into my store. Sometimes, I will purchase five pieces from a designer or vendor; sometimes, it’s over 50. Since I’m very particular about style, craftsmanship and quality, it all depends on their offerings year to year. But you can always count on a very unique selection here at Susan Bella!
There have been many occasions where I can envision a regular client wearing something, so I buy it with them in mind. It’s like being a matchmaker for jewelry! I always say I don’t believe people should walk around looking like everyone else. Because jewelry should be a reflection of how you are feeling that day, how can one mass-produced piece fit all the different emotions and styles of our dynamic Lehigh Valley women? I offer a huge variety that covers every consumer’s taste and mood, from demure to downright sassy.
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Is there a specific piece that you think every woman should have in her repertoire? Perhaps, the little black dress of jewelry?
This is a great question! A long necklace—like 36 inches long: something you can wear as an easy everyday throw-on that can be layered with other pieces, or double it up for more of a statement for a night out or with a button-down blouse for work.
Tell us about your custom work that’s available by appointment.
Ah, my specialty! Of all the hats I wear here, my favorite, by far, is helping my clients—particularly my custom appointments where I get the opportunity to design one-of-a-kind pieces. I love repurposing interesting elements and taking gemstones out of existing pieces that are not currently worn, especially when I am working with heirloom jewelry or creating a memorial piece to represent the passing of a loved one. I make it my mission to honor the person the items were inherited from when updating their style.
The actual designing is a very cool process that I enjoy immensely:
I ask some key questions, and my clients’ answers inspire me. The most rewarding part is when my customer sees their jewelry transformed from a 2D drawing into an amazing keepsake they can wear and enjoy every day. A custom appointment generally lasts about two hours and can be booked by calling or emailing the shop. We also do semi-custom, which means we aren’t re-inventing the wheel—if there are parts and mountings that exist already that can be altered to accommodate someone’s gemstones, we will go that route. If there is a way to save you money and still give you an amazing result, we will find it!
Describe the price range of your offerings.
Susan Bella has not only every style, but every budget, too! It has come to my attention that there is a rumor in the Valley that this is an expensive place to shop. That couldn’t be further from the truth. Yes, I do have amazing special-occasion pieces, but there is also a great selection of everyday gold and sterling silver (there are even hair-tie bracelets that are $8 each). In fact, many of my pieces are what I call everyday fabulous: great layering pieces that are both tangible in price and can work with any outfit. There are enough choices at SBJ that everyone feels excited about their self-purchase or gift. Remember, jewelry is not meant to be stored in a box; it should be enjoyed, regardless of the price.
Susan Bella's First Official Line of Jewelry, Bella Mani
What’s on the horizon for the shop? Tell us about your new line of jewelry!
Well, it’s a big year for SBJ. Not only is it our 10th anniversary, but I am launching my first official line of jewelry this spring! As a self-taught designer, it’s always been a dream of mine to create my own line. In the past, I’ve come up with concepts and prototypes, even gone as far as naming them, but never had the follow-through because I was always too busy running the day-to-day business. About a year and a half ago, I started making one-of-a-kind pieces for sale from gemstones I selected at jewelry shows (more of these to come this year!), but I still yearned for my own line. While antiquing in Newport, inspiration hit! My husband, Dan, and I found about a dozen eighteenth- and nineteenth-century clock hands that would ultimately inspire my designs for this jewelry. We brainstormed the entire way home and decided we couldn’t sit on this idea with unlimited possibilities! These beautiful relics from the past have moved me to design an enticing collection that is elegant, yet contemporary, and sleek with long flowing lines—truly timeless. I’d like to introduce you to Bella Mani, which means beautiful hands in Italian. La Vita e Bella!
1746 W. Allen St., Allentown | 610.434.8001 | susanbellajewelry.com
