About Us

Hi and welcome to Bella and James! We are Jennifer and Victoria – two moms that wanted to bring a unique children’s store to Surf City, NC.

Between us we have 5 children under the age of 6, but it was the friendship between our kids Isabella and Jameson that inspired the name of our store. Much like their hair, Isabella and Jameson are wild and carefree. They represent the magical time of childhood when kids are allowed the freedom to explore. We embrace the chaos that this time can bring because we know there are so many benefits to this type of play. That is why Bella + James is committed to bringing you unique fashion, play and wellness products that are sure to bring out the free spirit in your child!

Our mission is to capture the fun and playful spirit of childhood through the products we carry. We are always searching for new twists on old classics that spark imagination and creativity for your little one. Through the careful selection of our products, we keep three main things in mind: Can this outfit survive the playground? Is this toy keepsake quality? And are the wellness products we carry safe enough for our own children and family to use? With these three questions in mind, we promise to consistently bring you new and exciting products to our store that will always want you coming back in for a visit!