Building a Brand with Heart: How Angela O’Brien Scaled Cleobella with Sustainability and Purpose

The journey of an entrepreneur is never linear, and for Angela O’Brien, founder of Cleobella, it was a path paved with adventure, craftsmanship, and a commitment to sustainable fashion. From selling at farmer’s markets in Maui to launching her brand in Fred Segal and Nordstrom, Angela’s story is an inspiring lesson in patience, integrity, and the power of community.

I recently had the pleasure of sitting down with Angela for the season finale of Shelf Help to dive into how she built Cleobella into a globally recognized brand. If you’re a founder looking for insights into ethical production, brand storytelling, and scaling a product-based business, this conversation is for you.

From Travel to Timeless Design

Cleobella’s story began with a passion for travel. As newlyweds, Angela and her husband embarked on a year-long journey across the world, from Bali to South Africa, Australia, and beyond. It was during their time in Bali that Angela designed her first product—the Mexicana Clutch, a handmade leather piece crafted by local artisans.

Rather than rushing into business, Angela embraced a step-by-step approach, a philosophy she learned from the artisans she worked with. Selling at local farmer’s markets helped her understand customer preferences, refine her products, and build the foundation of what would become Cleobella.

“I just knew that I wanted to have a creative life, build a creative community, and work with these beautiful artisan partners,” Angela shared.

Sustainability as a Core Value

Long before sustainability became a buzzword, Cleobella was built on the principles of ethical production and environmental consciousness. Today, 90% of the brand’s fabrics are made from natural fibers, and their production process supports artisan communities in Bali and India.

Angela emphasized the importance of creating sustainable income for artisans, not just one-time transactions. This slow-growth mentality has allowed Cleobella to maintain deep-rooted relationships with its partners and ensure long-term impact.

“When you’re wearing Cleobella, you’re wearing your values,” Angela said. “It’s about putting purpose before profit, from the fibers we choose to the artisans we work with.”

Scaling Through Wholesale & Retail Partnerships

Cleobella’s growth strategy is a mix of traditional wholesale and direct-to-consumer sales. With a strong presence in over 500 specialty boutiques, as well as major retailers like Nordstrom, Revolve, and Anthropologie, Angela credits these relationships as critical to the company’s success.

Unlike many DTC-focused brands, Cleobella has relied on wholesale to scale sustainably without outside funding. The brand’s long-term partnerships have helped them expand while staying true to their values.“It started with 20 stores, and each year we grew with our retail partners. We make sure our brand aligns with their values and that there’s no competition within a certain radius,” Angela explained.

The Power of Storytelling in Branding & Marketing

One of the most compelling aspects of Cleobella is its strong brand identity, blending bohemian aesthetics with a meaningful mission. Angela’s approach to marketing is deeply personal—she wants customers to feel a connection not only to the designs but also to the artisans and process behind them.

Social media plays a big role in this, but Angela noted that the landscape is shifting. Instead of focusing solely on influencers, Cleobella is leaning into customer stories, user-generated content, and behind-the-scenes glimpses into their process.“We want to show real people wearing Cleobella and celebrating life,” she said. “It’s about building a community, not just selling a product.”

Lessons for Founders: Patience & Integrity Win

Reflecting on her journey, Angela offered valuable advice for founders:

✔ Be patient: Growth takes time, and building a brand with integrity is a long game.

✔ Stay true to your values: Whether it’s sustainability, craftsmanship, or customer relationships, your values should guide every decision.

✔ Embrace the process: Every challenge and every win contributes to the story of your brand.

“You hear success stories of brands scaling in three to five years, but for most of us, it’s a long journey. And that’s okay. The magic happens when you stay rooted in your purpose,” she shared.

Final Thoughts

Angela O’Brien’s journey with Cleobella is a testament to what’s possible when passion meets perseverance. Whether you’re just starting or looking to scale, her story is a reminder that building a business isn’t just about profit—it’s about purpose.If you loved this conversation, be sure to follow Cleobella at @Cleobella and explore their collection at Cleobella.com. And if you haven’t already, subscribe to Shelf Help to hear more inspiring founder stories.

In harmony,

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