About us

"Aahhh, 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!"

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That is what I heard from my daughter when she called, frustrated with the income she was receiving from the e-design platform she had partnered with and frustrated that they were setting unrealistic presentation deadlines.

Together with my daughter Tawni, we partner with interior designers and decorators to build highly referrable virtual design businesses. By providing sourcing, procurement, and retail management concierge services that allow virtual design presentations to become richer with product information and extend the personalized service into the shipping and installation phases.

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. Tawni knew there had to be a better way.

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That’s when the idea to provide sourcing, procurement, and retail management services were 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. 

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.