Commerce, compassion and community
Betty Belts accessorizes a win-win ethic
By Claudia Pardo McFadyen 02/18/2010
The sweet scent of African freesia wafting through the store and onto the street entices visitors into the carefully decorated eclectic space that is Betty Belts. Cradled in a corner just off the beaten path in Downtown Ventura, the cozy yet vibrant ocean-inspired accessories shop, owned and run by Donna Von Hoesslin, is replete with beautiful and unique jewelry and accessories — ceramic necklaces, metal pendants, leather cuffs, colorful scarves, elaborate belts, cute beanies, intricate hairpins and more. It’s a delightful bazaar of one-of-a-kind, handmade treasures.
Established as an online store back in 2003, Betty Belts, also known as Betty B., is older than its current brick and mortar location. It began as a wholesale and online brand of belts in Santa Cruz, with a later addition of jewelry. “The brand existed before I opened the store,” says Von Hoesslin. Operating out of a warehouse on the basis of win-win — people, environment efficiency and women’s surfing, Betty B.’s promise has been to show up in the community while offering a unique and accessible product.
A surfer herself for more than 10 years, Von Hoesslin finds her inspiration in the beach and in her time spent out in the ocean. It was her passion for surfing that caused her trepidation about opening a retail store. “I didn’t originally want a physical location,” she admits. “I was afraid I would not have time to surf, have a life.” Her boyfriend and biggest supporter, David Pu’u, Santa Barbara native and celebrated photographer and filmmaker, encouraged her to get the space. Von Hoesslin took her board out to sea and found her answer in the place that inspired it all to begin with. She opened Betty Belts in 2007. “It was the best decision I ever made.”
Since then, Betty B. has become a hub of connectedness in the community. Offering an array of uniquely designed jewelry by local artists and artisans from Bali, it remains true to its original promise: to contribute to the community and build relationship through a unique product. Work by local artists including that of the skillful Hands of Stone, a group of women who make eco-friendly ceramic necklaces with ocean-influenced elements, Kathleen Fitzgerald’s one-of-a-kind, exquisitely crafted, hand-made earrings; Guy Q. Goods’ metal jewelry for men and women; Lise Solvang’s cozy alpaca and bamboo knits; Tiki Tony ceramic tiki necklaces; and David Pu’u’s attention-demanding prints that serve as the main wall décor in the shop.
Women are especially responsive to Von Hoesslin’s enriching collaboration with the artists, not only the female patrons but all the women who become interconnected through Betty Belts. There is a tangible female bond that begins with Von Hoesslin as the connector and is often sparked by chance meetings at Betty Belts. “I introduce women who come to the shop to each other, and cool things happen,” she says. One particular connection is mothers and daughters.
“They wear the same jewelry. I dig it,” she says. Often she will find the mothers coming back to the store to purchase a new piece because their daughters are wearing theirs. The common faux-pas of being caught wearing the same accessory is instead a thrilling commonality among her female customers.
A recent collaboration between Von Hoesslin and what is affectionately knows as Team Betty, a group of female surfers who have become essential in the promotion and marketing of Betty Belts, resulted in the personal design of a piece of jewelry by each of four local sufers: Mary Osborne, Jeannette Ortiz, Hailey Partridge and Sierra Partridge.
Together with Von Hoesslin and Pu’u, they traveled to Bali, where they worked and executed this creative project.
In addition to working with local artists, Von Hoesslin employs several artisans from Bali, where most of the pieces are made. Having worked for close to seven years with the same artisans, Donna has established a work ethic based on fairness, skill, good quality and, most important for her, community. “I couldn’t do what I do without the Balinese,” she says. “Bali is a real special place where the sense of entitlement is nonexistent.” She goes to great lengths to maintain her artisans, happy and satisfied with the work that they do. Some have taken the initiative to create their own designs for Betty B., which Donna will incorporate in the online collection. She’s hired a full-time silver artisan and promotes the work of others so that they can serve other manufacturers. During her visits to Bali, she is in constant interaction with her artisans, creating new designs and working and building long-lasting relationships based on the principle of win-win.
Her contribution goes beyond the rewards of building community. Von Hoesslin is one of the original members and active contributors to “1% back to the planet”, an organization that requires its members to give 1 percent of their total gross incomes — even if operating at a loss — to a pre-approved charity of their choice. Von Hoesslin gives to several, including Heal the Ocean, Surfrider Foundation Ventura County chapter. But the bulk goes to the East Bali Poverty Project, an organization created by one man who decided to rebuild a village in Bali demolished by a volcano eruption and forgotten. Von Hoesslin has visited the village and witnessed for herself the degree of her support — the village has become a sustainable community system.
Narrowing it down to connectedness, the brand Betty Belts embodies the promise of a dialogue between client and shop owner through an object of art that takes skill, talent, effort and collaboration to create. “It can’t all be about profit. It’s never been for me.” Her vision for her business is to keep the balance between its growth and staying true to her promise. “Growing is a good thing but I see the beauty in staying small,” she says. Fortunately, there is no shortage of people who want to create new products, locally and in Bali. “We haven’t reached our full potential,” says Von Hoesslin, “and that’s a really good place to be.”
For more information about Betty Belts, contact Donna Von Hoesslin at 648-6997, or visit www.bettybelts.com. Open Tuesday through Sunday, noon-6 p.m.
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