About Us

Joe & Bella is the first truly contemporary adaptive-apparel brand. We sell beautiful clothes that have been enhanced to make the dressing process easier & quicker. Our clothes balance form and function, providing dignity, style, and comfort for older adults and those who care for them. 

When loved ones are no longer able to dress themselves with the clothes they love, their world is often turned upside down. Mobility and memory needs can change quickly. But who we are at our core remains unchanged. Living with age-related changes 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, their caregivers, and 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. 

We Give Back. For every purchase you make we donate a portion to frontline caregivers. Joe & Bella has already supported more than 100 care communities through our “give-back” program.

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