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Meet Crystal Etuk of Bella + PJ Clothing and Accessories

Today we’d like to introduce you to Crystal Etuk.

Thanks for sharing your story with us Crystal. So, let’s start at the beginning and we can move on from there.
I knew I wanted to go into fashion while living in Los Angeles over a decade ago. I worked for a large clothing store and spent the majority of every paycheck on new clothes. I was the store’s living, breathing mannequin. I put my dream of owning an upscale boutique on pause when I started a family.

But, last year, I asked myself, “What are you waiting for?” I knew I wanted to start a business but did not want to quit my full-time job or stop pursuing my Masters. I began to research how to start an online clothing boutique and knew it was for me. I had a little money saved and Bella + PJ was born. I always knew I wanted to have a clothing boutique and wanted to be a national brand. I want to dress the woman who wants to lead with her clothing and leave an impression.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It definitely has not been a smooth road. Starting a business is hard and is not for the faint at heart. It’s been almost a year and I’ve wanted to quit so many times. But, this is my passion and working hard for it now will bring endless blessings and a legacy for my children. Finding customers, gaining support and earning the trust of strangers is difficult to manage. It is also difficult to manage building a business primarily using social media as a marketing tool. People don’t get to come into your store and touch the merchandise. Everyone who is purchasing online is taking a chance with my company and I am thankful.

Bella + PJ Clothing and Accessories – what should we know? What do you do best? What sets you apart from the competition?
Bella + PJ is an online clothing and accessories boutique. We target the busy, go-getter woman who is after it all. She loves fashion and making connections. She is killing it in every lane! The Bella + PJ Queen is empowered with a purpose. She wants to make an impact on the world and leave an impression. We offer beautiful items, free standard shipping on orders over $100 and consistent promotions for our V.I.P Queens. We are different from other companies because we take our time curating items that are perfect for our customers. We love our customers and want them to not only love their looks but love the fact that it didn’t break their budget.

What is “success” or “successful” for you?
Success is being happy. It is being able to provide for my family and to leave a legacy behind for my children. Success is creating generational wealth and consistent values. Success is living in my truth and being able to enjoy life to the fullest. Success is creating a path for others so they can live their own definition of success and not be afraid to leap. Success is doing my part to ensure the world that we live in is positive and doesn’t tear other humans down for being different or having different means. Success is making sure that the love in my life is shining through to touch others.


  • Standard Shipping $9.95
  • Free shipping on orders over $100
  • 15% off for new VIP Queens

Contact Info:

  • Website:
  • Email:
  • Instagram: @bellaandpj
  • Facebook: @bellaandpj
  • Twitter: @ShopBellaPJ

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