Gary Heavin, the founder of the women’s fitness franchise Curves, has launched Bellia, a beauty and fashion company, with co-founders Gonzalo Artiach and Antonio Barrera.
Heavin’s idea for a women’s fitness franchise created 10,000 Curves locations in 92 countries, with half of them occurring in the first five years. Artiach and Barrera became key players in the Curves organization as master franchisees who managed large international territories.
“I have dedicated my entire adult life to helping women live better,” Heavin said.
Bellia’s product portfolio will begin with a line of jewelry, to be followed by fashion-forward accessories, skincare, cosmetics and hair products. The new company’s brand affiliates will have their own free Bellia Boutiques, where prospective customers can view and purchase products that will be shipped directly by Bellia.
The company will launch in the U.S. with plans for future international expansion.