Nigerian singer and songwriter Bella Alubo has been quietly building a second lane as a designer with her handmade jewelry brand, Luvv by Bella. Founded in January 2022, the line channels the same creative energy she puts into her music into beaded, charm‑heavy pieces that feel personal, playful and deeply rooted in African aesthetics.
Bella started the brand as a way to express a different side of her creativity, crafting pieces by hand and testing them with fans before rolling them out more widely. Over time, Luvv by Bella has grown from a passion project into a recognizable name, with pieces now stocked on Afropoli for US shipping and regularly appearing at pop‑ups where she makes it clear “the girls won’t be left out” of the jewelry experience. A short feature announcing the brand’s availability in the U.S. market is available here.
The brand’s reach has already stretched far beyond Bella’s own fan base. Her jewelry has been spotted on Afrobeats heavyweights like Rema (including in his “Calm Down” video), Asake, Majid Jordan, Fave and producer‑artist Pheelz, who wore it to the BET Awards. That kind of organic co‑sign from major artists has helped establish Luvv by Bella as a homegrown, Black‑owned jewelry label that can sit comfortably next to international names while still feeling distinctly Lagos in its attitude and styling.
Bella often describes her pieces as arts and crafts turned into fashion, with an emphasis on texture, color and the small details that make each item feel like a one‑off rather than a mass‑produced accessory. The brand leans into African and Nigerian references without being costume‑y, offering everyday pieces that can be layered with streetwear, stage outfits or red‑carpet looks in a way that reflects how young African creatives actually dress.
As her music career continues, Luvv by Bella gives Bella Alubo another way to shape culture—this time through objects that travel from Lagos to LA on the necks and wrists of some of Afrobeats’ biggest stars and their fans. For anyone looking to tap into that world, Afropolitain’s spotlight on the brand and its newest collection is a good place to start here.