How did you come up with the name for your brand?
While brainstorming a list of crazy names for the brand very early on, nothing really fit or sounded right. I knew I wanted to use the word 'leotards' in it, and finally, it was just like, 'Why not just use my last name?' After saying it out loud for the first time, I think I was sold. It just flows and is easy to say, with 'Bell' ending with an 'L' and 'leotards' starting with one. I’m so glad I went with it for the brand.
What was your first experience with gymnastics, and how did that influence your designs?
One of the first questions I’m asked when I tell someone I founded a leotard brand is, 'Were you a gymnast?' I was not a gymnast, but I wanted to be when I was younger. My first 'big girl job' out of college was working for a well-known leotard brand. I fell in love with designing leotards and working with coaches and gymnasts. I made the big decision to quit that company and eventually started my own.
What sets Bell Leotards apart from other leotard brands on the market?
I think we’re kind of like the colorful, crazy, bright, artsy sister who is just a complete girl’s girl—but picture that as a leotard brand in the industry. I don’t really like sticking to the status quo, and I think it’s clear to see that in our brand. I always say that Bell Leotards is just one big party of all the girls who march to the beat of their own drum. Bell Leotards has really gone from being just a leotard brand to being a community of the best, most amazing people.
Can you walk us through your design process from concept to finished product?
My assistant designers and I will all come up with sketches or ideas, and then we come together to review them one at a time to see what’s working and what’s not. We spend a lot of time looking over designs, reworking them, building them out in our software, and producing any necessary samples. That entire process alone can take anywhere from 2 to 4 months. Once we have things finalized, we go into mass production, which typically takes a few weeks since we produce our in-stock garments while also producing our clients' custom orders. After production, we have our photoshoot, which is a whole different planning process, and then we launch the collection!
Do you collaborate with gymnasts or coaches when designing new pieces?
We do! We offer custom leotards for teams, so we love collaborating with coaches and gymnasts. It’s always fun working with them to create something new for their girls. The process is the same; it just involves adding a few more people [gymnasts and coaches] into the brainstorming, which results in a ton more ideas, and that’s always a win! It helps us ensure that we produce exactly what the team is looking for.
What is your favorite part of the design process?
Probably getting the sketch built out in our software. I’m the kind of person who doesn’t add color when I sketch. If I start adding color too early on, I get lost in trying to make all the colors work, and I start to get closed-minded about what the overall design could look like and the intricacies it could have. So when I’ve finished sketching in black and white, we build the design out, and it’s the best part—bringing color to these designs. It’s so fun! Definitely my favorite process.
How do you stay connected with your customers and understand their needs?
I talk to them. Our supporters are very vocal, and I love it! I never wanted to create a brand where I would be so separated from our clients and customers. I want them to know that I’m here and that I value their advice. They’re the ones wearing the leotards, after all! When I started our Bell Leotards Instagram page in 2019, I didn’t have a single product to show—absolutely nothing. I had my story and my experience working for a large brand, but that was it. And you know what? People still followed our account, cheered me on, sent the sweetest messages of support, and shared in my excitement. They are my people. We call each other Bell Besties. I love them and I value them so much.
How do you ensure that your leotards cater to a diverse range of body types?
One of the things I try to focus on for the Bell Leotards brand is making it available for gymnasts at every stage of their lives. I think a lot of other brands forget that leotards are not just worn by little girls but also by teens and grown women who are adult gymnasts. So I try to ensure our designs are not too young and childlike but can easily work for both the littles and the older girlies. We focus more on intricate patterns while incorporating bright colors and eye-catching backs to keep it fun. Our leos are really for anyone who is young at heart without having all the cheesy hearts, balloons, and teddy bears printed on them. We also offer child sizes and plenty of adult sizes so all the girlies, of all shapes and sizes, can wear them. Our custom leotards can range from CXS to A3XL!
What advice would you give to aspiring entrepreneurs?
I think one of the things I hear the most when talking to people who are thinking about starting a business is that they are waiting for the right time to start. One of the things I’ve learned is that there will never be a 'right time.' Don’t wait—just go on and do it. You will learn a lot, and in all honesty, you will most likely fall a few times, but I can promise you will learn something new every single time, and it will help you so much. I know starting a business is scary, but personally, I like to think that being 50 years from now and wondering 'What if?' is even scarier!
Are there any upcoming projects or collections you’re excited about?
We’re working on our newest collection, and we have some fun new surprises that I’m so excited about. I can’t share them now, but I will share more soon! We also have so many custom leotards for teams that we are working on, so it’s always fun collaborating with the coaches and gymnasts and finally seeing them being worn. I’m excited for the new competition season and seeing more Bell leos out in the wild!
