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Fashion-forward moms behind Allie + Bess are stringing together success in bracelets

Shelbie Hamilton, The Dallas Morning News on

Published in Fashion Daily News

The @shopalliebess Instagram account now has more than 45,000 followers. Callarman said the brand’s online presence is “much more intentional” now compared with their early efforts.

“Social media is ever-changing. It’s just always evolving, and we have to evolve with it,” Callarman said. “Because we don’t come from a traditional business background, we like evolution. We like change. We thrive on it.”

Allie + Bess often features products in stylized or fashion photos, rather than straightforward product shots, which helps customers visualize how to style their own bracelet stacks, Callarman said. The founders and some of their children show up in their Instagram feed as well.

“People know who they’re buying from because we are very present on stories,” Wardlaw said. “We are very much involved in it and get to know people.”

They also quickly got to know social media influencers, partnering with more than 75 who wear their products. Wardlaw said influencers “have carried us to where we are today”.


“Most of our influencer marketing is gifted, it’s not paid. We really do believe in the word of mouth and our product, kind of, standing on its own,” Callarman said.

The company recently launched an ambassador program that gives affiliates a chance to earn profits on sales and referrals, as well as potentially earning free gifts or being featured on the brand’s channels. It took on almost 20 ambassadors in the first month.

“It’s interesting and amazing at the same time, because we spent so long just kind of winging it,” Wardlaw said.

While most customers shop Allie + Bess online, its jewelry can also be found in select pop-ups, as well as at its office headquarters in Dallas, where customers can pick up orders or shop the newest collections in person.

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