About Us

Joe & Bella is a shopping site for older adults and those who care for them. 

Each product we carry has been selected based on its ability to bring ease, dignity, safety, and comfort to older adults and those who care for them.. 

When older loved ones are no longer able to care for themselves, their world and that of their family is often turned upside down. Needs and wants change overnight and evolve over time. But who we are at our core remains unchanged. Living with age-related challenges does not mean, for example, wearing clothes that don’t look or feel like you. What we wear is a part of our identity. 

Joe & Bella is a “passion project” of a single family whose near-universal experience of caring and advocating for two parents has led them to this path. Though Joe & Bella’s beginnings are both humble and recent, our promise to improve the lives of older adults and their families has catapulted our growth.

Joe & Bella is named after two special individuals whose sense of humor and strength of character inspired and comforted our family during one unforgettable evening 10 years ago. (Read “Our Story” to learn more.) 

Our mission is to bring more dignity, joy, and ease to the lives of older adults and those who care for them.




  Joe & Bella Board of Advisors and Cofounders: 

  • Lori Bitter | Founder and President, The Business of Aging
  • Alison Bryant, PhD | Executive Vice President, AARP
  • Anthony Cirillo | President, The Aging Experience; Founder, Senior Entertainment/Education Network
  • Julie Donovan | Trainer, Agency on Aging & Disability; Facilitator, HOPE Dementia Support Groups
  • Rosemary Gerstner Marketing & Sales Director, Senior Helpers
  • Abigail Milloy | Health Strategy, Best Buy Health
  • Jennifer Pasternack | Executive Director, Northbrook Inn
  • Richard Rosenberg, Ph.D | Behavioral Disabilities faculty at California State University, Los Angeles (CSULA) & Chapman University
  • Sherri Snelling | Corporate Gerontologist, CEO, Caregiving Club
  • Benjamin Surmi | Social Gerontologist; Director of Education and Culture, Koelsch Senior Communities
  • Jimmy Zollo | Cofounder
  • Peter Zollo | Cofounder