ABOUT Self-Adore
A brand built from an obsession with connection, craftsmanship & the pursuit of unforgettable confidence. SELF-ADORE was born from obsession - the obsession with how the right outfit can change everything and how you feel. You often associate an outfit with a memory.
The birthday dress you felt unstoppable in. The satin set you danced all night in. The outfit that shifted your whole energy. Clothes hold moments, and we create pieces that help you make unforgettable ones.
We don’t come from fashion - we come from sales and that’s our advantage. What we have learned for over a decade selling products to some of the largest companies in the world, we implemented in fashion. We know how to build products that genuinely deliver. We take everything we know about product, quality, packaging and connection and pour it into pieces designed to elevate your confidence.
Every piece is crafted with precision. Our collections blend technology, tailoring, and couture-level craftsmanship. Hand-crafted with real broken glass beads. We also source the best fabrics. Lab tested, we test all our products in salt water and chlorine. Quality checked individually. There’s an industry standard - and then there’s ours.
When we created our first collection in India, we spent months getting it right. We flew out and met with many factories until we found THE one, who we now consider family. Even though they’d worked with luxury brands before, they had never done beading like ours prior. We perfected every stitch, every tag, every detail together. That’s the level of obsession that built this brand. Our margins are smaller because we’ve invested in the tech and efficiencies that matter - working directly with our makers to elevate quality, not prices. We made a decision early on to take less margin for ourselves. Our success comes from addressing a gap in the market- offering luxury level quality and fit, without the traditional luxury markup.
Equally important, we are committed to changing the parts of the industry that have been overlooked for far too long — fair pay, ethical treatment, and ensuring that factories and workers are valued and respected. Building a brand rooted in integrity is just as important to us as creating exceptional products. This is our mission, our responsibility, and the work we are doing to shift standards in fashion.
Self-Adore is for the woman who walks into a room and everyone notices - but most importantly, she notices herself.
Self-Adore is your moment.
Founder and creative director
Anne Garipalli
“I didn’t come from a fashion background, but I have always loved how an outfit can make you feel. Clothes hold memories. I still remember what I wore on my first date with my husband. I felt special. That is the feeling I want anyone who wears Self-Adore to feel - Special. I've always believed that the right look can shift your energy instantly.”
Anne never planned to enter fashion - but she has always been obsessed with the feeling of getting dressed up with her girls. Born and raised in Norway and now living in Manhattan, she built her career in sales, mastering how to understand people and build products they genuinely want. She spent over a decade traveling bringing in products to several of the largest retail companies in the world. Along the way, she fell in love with the power of fashion to change how a woman feels instantly.
“My business partner and I both come from sales, not fashion. And honestly, I think that’s our superpower. I’ve always loved selling - not the transaction, but the connection. Understanding people. Knowing what they want before they do. Making them feel something. Somewhere along the way, I fell completely in love with the feeling of fashion - the power of a tailored dress or a beautifully cut top to transform your entire mood. I wanted to take everything I knew about business, retail, and people, and pour it into something that made women feel confident, sexy, and unforgettable.”
That vision became Self-Adore.
Anne leads with obsession, precision, and a simple belief: Confidence is the most beautiful thing you can wear.
FOUNDER AND CEO
BETINA AFONSO
Betina didn’t begin in fashion — but she has always been captivated by how a single outfit can transform a woman’s energy. Born in Canada with Brazilian roots and having lived across multiple countries, she built a global career inside multinational companies, spending over 15 years mastering sales, marketing, and the psychology of connection. With a marketing degree and a natural instinct for understanding people, she became known not just for selling but for building relationships.
“I’ve always seen fashion as a form of expression — a quiet language. Growing up, I’d study women’s outfits and how their confidence changed the moment they got dressed. That always inspired me.”
Betina leads with precision, operational strength, and an obsession with quality. Her detail-driven execution brings the brand’s vision to life, and her global experience and deep understanding of women are foundational to Self-Adore’s identity and standards.
Her partnership with Anne is built on trust, alignment, and years of collaboration — a dynamic where each brings a unique strength, united by the belief that women deserve pieces that make them feel confident, empowered, and unforgettable.
For Betina, Self-Adore is the culmination of everything she has learned about people, culture, and the transformative power of a perfectly crafted piece. She leads with intention, discipline, and the belief that confidence is the ultimate luxury.