ABOUT Self-Adore
A brand built from a deep belief that the right piece can change everything.
Not just how you look. How you feel. How you carry yourself into a room. How you remember that night, years later.
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.
"You often associate an outfit with a memory. That connection is what we're here to create."
We don't come from fashion. We come from sales - and that's our advantage.
Over a decade selling products to some of the largest companies in the world taught us one thing above all else: what it actually takes to build something that delivers. We brought that rigour into fashion - every decision around product, quality, packaging and customer experience comes from that foundation.
There is an industry standard. And then there is ours. Every piece is crafted with precision - hand-beaded with real broken glass beads, cut from fabrics we source and test ourselves. Lab-tested in salt water and chlorine. Individually quality checked. Our collections blend technology, tailoring and couture-level craftsmanship because we refuse to choose between any of them.
Finding the right hands took time. It was worth every moment.
When we created our first collection in India, we spent months getting it right. We flew out and met with factory after factory until we found the one. Our artisans are our most trusted partners - a relationship built on shared standards, mutual pride and a commitment to keep growing together.
Even though they had worked with luxury brands before, they had never done beading like ours. We perfected every stitch, every tag, every detail together. Our margins are smaller because we chose to invest in quality over markup - working directly with our makers, sharing the gains, building something neither of us could have built alone.
We are equally committed to changing the parts of this industry that have been overlooked for far too long. Fair pay, ethical treatment, factories and workers who are valued and respected. Building with integrity is just as important to us as building something beautiful. This is our standard, our responsibility, and the work we show up to do every day.
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 myhusband. 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."
Born and raised in Norway and now living in Manhattan, Anne built her career in sales -mastering how to understand people and build products they genuinely want. She spent over a decade traveling the world, bringing products to some of the largest retail companies in existence. Along the way, she fell in love with the power of fashion to change how a woman feels in an instant.
"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. 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 precision and a simple belief: confidence is the most beautiful thing you can wear.
FOUNDER AND CEO
BETINA AFONSO
Born in Canada with Brazilian roots and having lived across multiple countries, Betina 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 a deep care for quality. Her global experience and understanding of women are foundational to Self-Adore's identity. Her partnership with Anne is built on trust, alignment, and years of collaboration - each bringing a unique strength, united by the belief that women deserve pieces that make them feel confident, empowered, and unforgettable.
CHIEF BRAND OFFICER
BIANCA KIRN
"I've always been drawn to what makes something desirable - what makes a woman stop scrolling and feel seen in a brand. Branding is never just a logo or a colour palette. It's the feeling she gets when she says the name. It's why she feels like she belongs. I want every Self-Adore girl to feel like she's not just wearing a garment. She's the moment - and Self-Adore sees her."
Bianca grew up between worlds - raised in Hong Kong, now splitting her time between London and Asia, and always somewhere in between a shoot, a strategy session, and a moodboard.
Long before Bianca had a name for what she was building, she was already doing it - pulling pages from her mother's Vogue and Harper's Bazaar and pinning them to her bedroom wall. Her mother was a supermodel in Thailand, so the fashion world wasn't something Bianca discovered - it was something she was born into. Time on production sets and shoots gave her an instinct for what works before the brief is even written. That hands-on curiosity never left.
From her early days as a marketing assistant at Capital Candy, through PR and guest relations at BuzzConcepts Hong Kong and The Luxe Nomad - where she was working with influencers in the early days of Instagram before the industry had a playbook for it - to styling, events, creative direction and digital marketing across startups and F&B; venues, Bianca has built her career at the intersection of aesthetics and strategy. She knows how a brand should look, how it should feel, and how to make sure every detail earns its place.
She brings that same eye to Self-Adore - where the standard has always been set by the details.