Meet Samantha

As a mum of three, wife, carer, and proud business owner, I also happily embrace my role as a pet mum. Belli isn’t just a business; it represents my journey and resilience. From the Belli Beauty Academy to ballon hire, I also channel my creativity into crafting bespoke gifts and décor that reflect my passion. This venture is proof that even when life throws challenges your way, you can still create something beautiful.

My beauty journey started back in 2014 when I took my first college courses in eyelash extensions and nails. At that time, I was working full-time and exploring beauty purely for fun in my spare hours, never imagining it would evolve into what it is today. By 2016, I enrolled at The City of Liverpool College to complete my Level 3 in Makeup & Beauty, and honestly? I fell completely in love. I learned so much, gained confidence, and began building a small business while working part-time in a salon and taking care of my newborn son. This passion eventually led to the founding of the Belli Beauty Academy, where we offer bespoke gifts and décor along with our beauty services. Life felt busy, exciting, and full of possibility.

When my daughter Nova was born, my world changed overnight. I was given the devastating news that she had a terminal disability, meaning she would need round-the-clock care for her entire life. (You can watch Nova's story on BBC iPlayer - BBC 2 Reunion Hotel - Episode 5)

In 2020, another newborn arrived, and then Covid hit — and like so many families, everything we knew about work, routine, and stability shifted. 

But if there’s one thing I’ve learned, it’s this: you don’t stop when life gets hard — you adapt. That’s why I turned to the Belli Beauty Academy for support and inspiration, and even began creating bespoke gifts and décor, channeling my experiences into something meaningful. As Samantha, the founder of Belli, often says, it’s about embracing change and finding beauty in every moment.

In 2022, my husband and I got married — and true to form, I crafted everything myself. From bespoke gifts and décor to intricate details, I poured my heart into every part of our wedding. While our Friends & Family celebrated in true Scouse-Scottish style, drinking whiskey and prosecco, I was in the ceremony room decorating our perfect wedding venue. That’s when Belli Designs was born, a venture that later inspired the Belli Beauty Academy. We became known for our iconic “Stag Missions” tops, bridal hats, and accessories — fun, bold pieces that people genuinely loved (and still ask for!). Creativity has always been my therapy… and my strength, which I enjoy sharing through my work as Samantha, founder of Belli.

After getting married and moving house, I decided to return to my studies with a focus on advanced beauty treatments at Belli Beauty Academy. In 2025, I proudly graduated with my teaching qualification, allowing me to train and support students within the beauty industry. This accomplishment is a huge milestone for me, and I’m incredibly proud of it. Now, as we move into 2026, it feels like the year everything comes together for me and Belli Beauty Academy. Plus, I’m excited to explore new ideas, such as bespoke gifts and décor that complement our beauty offerings.

In 2026, The House of Belli has evolved into a hub where all my passions unite — encompassing beauty, education, creativity, design, and events. My Salon Snug offers a serene, private setting for luxury beauty treatments, while the Belli Beauty Academy empowers me to share my expertise through professional beauty education. In addition to beauty and education, Belli Designs has flourished into a creative haven for bespoke gifts and décor, personalized pieces, balloons, and event styling — bringing my love of design to life in exciting new ways. Our event styling continues to expand, with bookings spanning personal celebrations, special occasions, and larger events, including prom celebrations for local high schools. What began with a passion for beauty has blossomed into a remarkable collection of services and innovative ideas, all unified under one roof and one name: The House of Belli, founded by Samantha. With Love & Lashes… ‘Sei Belli’ x