We recently connected with Amanda Hale and have shared our conversation below.

Hi Amanda, thanks for joining us today. How did you come up with the idea for your business?

Stella & Moo started during the early days of the pandemic, when I was home with my baby and craving a creative outlet that didn’t involve a screen. Most of my work and artistic energy had always lived on a computer—designing, editing, creating—but I needed something I could make with my hands.

So I started playing with leather scraps and turning them into earrings. At first, it was just for me. But when friends and strangers started complimenting them and asking where to buy a pair, I realized I might be onto something.

I wasn’t just making earrings—I was creating pieces that helped people feel a little more like themselves. And it turned out I wasn’t the only one looking for that. That’s when Stella & Moo shifted from a personal project into a brand built on color, comfort, and confidence.

Amanda, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Stella & Moo is all about handcrafted leather earrings and joyful accessories designed to help you reclaim your individuality. We believe you don’t have to sacrifice comfort to make a statement—and our pieces prove it. Each design is lightweight, durable, and made to turn heads (without hurting ears). We’ve expanded into scrunchies, mugs, home décor, apparel, and gifts—but earrings remain the heartbeat of our brand.

All of our products are made in small batches with intention, quality, and a splash of color. We use upcycled leather when possible, and design every piece with sustainability and playfulness in mind.

Our pieces are bold but wearable. Sustainable but stylish. Everything we make is rooted in joy and handcrafted with care—no mass production, no trends just for the sake of trends. Whether you’re a mom rediscovering your style or someone just looking to brighten up your day-to-day look, Stella & Moo is here to make getting dressed feel fun again.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

I currently sell through two main channels: my own website, stellaandmoo.com, which is powered by Shopify, and a storefront on Etsy. Each platform plays a unique role in growing my brand. Etsy has been a helpful tool for discovery—it’s a built-in marketplace where people are actively looking for handmade, unique products like mine. It brings in new customers who might not have found me otherwise. On the other hand, Shopify gives me complete control. From the look and feel of my site to how I tell the story behind each collection, it allows me to build a more immersive brand experience and stronger customer relationships.

Selling on both platforms has its tradeoffs. Etsy exposes me to a broader audience, but it’s a crowded space and less customizable. Shopify requires more work up front—traffic, marketing, and design are all my responsibility—but it’s also where I see the most brand loyalty and connection. It feels like home.

What makes Stella & Moo stand out is the mix of boldness and comfort. Every pair of earrings is lightweight and joyful, designed to make people feel seen without overwhelming their look—or their lobes. I’m especially proud of the way I’ve grown this business with purpose. I started it during the pandemic while home with my daughter, craving a creative outlet that wasn’t on a screen. It began as a hobby and quickly turned into something much bigger, fueled by the encouragement of strangers who became customers and customers who became a community.

Whether someone shops through Etsy or my site, I want them to feel that same energy—personal, joyful, and handcrafted. This brand is for those who love to make a statement and celebrate what makes them different.

Do you have multiple revenue streams – if so, can you talk to us about those streams and how your developed them?

Stella & Moo has been steadily growing into a business with multiple revenue streams, which has allowed me to connect with customers in different ways. I sell online through my Shopify website and Etsy shop, which helps me reach a wide audience—from returning customers to people discovering the brand for the first time. Both platforms are important, but I love how my website allows me to tell the brand story on my own terms.

In-person markets have also been a huge part of my growth. There’s nothing quite like meeting customers face-to-face, watching them light up when they try on a pair of earrings, and hearing their stories. It’s energizing and keeps me deeply connected to why I started in the first place.

Most recently, I’ve started selling wholesale to local shops—and I’m really loving it. It’s a newer revenue stream for Stella & Moo, but it’s already proving to be both fulfilling and sustainable. I get to collaborate with small business owners I admire and introduce my pieces to people who may not have found me online. Watching my designs pop up in curated local spaces has been such a full-circle moment and a sign that this little idea I had during the pandemic is continuing to grow in meaningful ways.

Contact Info:

• Website: https://www.stellaandmoo.com
• Instagram: https://www.instagram.com/stellaandmoo
• Other: https://www.etsy.com/shop/stellaandmoo