About us

Aughhh, there has to be a better way to work as an e-designer! A better way to source products, so I can make higher profits than the small commission retailers are offering!

Bello Lane was born from hearing the echoes of this cry for help, and witnessing the devaluation of very talented designers and decorators.  

Together we can redefine e-design.

Bello Lane is a family-owned and operated business providing concierge-style procurement and retail services to online interior designers. 

It all started with a brick-and-mortar home decor store founded by Cali Burzota, with decorating service provided by Tawni Brotherson.  Soon the mother and daughter duo expanded into online retail, establishing themselves as more than just a local brand. It was an incredible learning experience that required a whole new approach. Finding the right suppliers was the biggest challenge of all. With some trial and error, Cali and Tawni began identifying manufacturers and distributors aligned with their commitment to quality and service—finding a winning combination of vendors proved critical to their success. With a robust supply chain in place, they could start building the volume needed to get better pricing.

The optimal business structure Tawni was looking for, was to serve her local clients as well as expand her services to outside areas, and e-design allowed her to do so.  However, she soon discovered that e-design platforms presented more obstacles than opportunities. Demanding deadlines, unreasonable terms, and low pay cause e-designers to burn out quickly. These platforms and many big-box retailers entice shoppers with extremley low design fees as a marketing tool to increase sales.  In the end, it devalues the time, talent, and expertise interior designers offer to their clients. Tawni knew there had to be a better way.

That’s when the idea to provide sourcing, procurement, and retail management services was born. With enough projects under her belt and a well-honed process for completing them efficiently, Tawni moved away from the e-design platforms and focused on her own projects once again. Thanks to the vendor relationships established through Bello Lane, she could source her own products at a wholesale level, pay a procurement fee, and make a far larger profit than any discount program or affiliate link offered. Cali and Tawni soon began inviting other e-designers to do the same.

 

Looking forward to the future, Cali and Tawni are excited to help others to grow and thrive in this expanding industry of virtual designs. 

Bello Lane is a family-owned and operated business providing concierge-style procurement and retail services to online interior designers. 

We believe that empowering independent designers and decorators with opportunities that build their businesses through profit-sharing and creating value-packed presentations is the foundation of a sustainable virtual design business.