About Us - Bella by Edené Cuir

About Us

Welcome to Bella by EC, where timeless style meets modern ethics. Born from the heritage of our premium genuine leather brand, Edené Cuir, Bella by EC (short for Bella by Edené Cuir) was created to answer the growing call for high-quality, cruelty-free accessories. We carry forward a three-generation family legacy of craftsmanship, now focused exclusively on the beauty and versatility of Vegan, PU, and synthetic leathers.

Our Philosophy: A Tale of Two Leathers

Our family of brands celebrates craftsmanship in all its forms. Edené Cuir remains our tribute to tradition, specialising exclusively in high-quality, genuine leather goods for the premium market. Bella by EC is our vision for the future, a dedicated brand for those who seek the same commitment to design and quality, but in ethical and innovative vegan leather. This allows us to cater to every customer's choice without compromising on style.

Our Heritage Since 1989

Our story begins in 1989, rooted in the passion and dedication of a third-generation family business. What started with artisanal velvet bags, caps, and intricate embroidered items soon blossomed into a mastery of hand-woven fabrics, hand-stitched bags, and fine jackets. This unwavering commitment to quality earned us a global reputation, as we exported our creations to discerning markets in the UK, USA, Russia, and beyond.

Today, we are forging a new path, shifting our focus to connect directly with the customers who inspire our work. By breaking the traditional retail model, we can offer exquisitely crafted products at prices that reflect their true value—a commitment to making enduring style accessible to all.

Our Global Presence

With a presence spanning Australia, the US, the UK, China, and Pakistan, Bella by EC is a truly international brand, informed by global perspectives and trusted by customers worldwide. Welcome to the next chapter of our story.

Parent Company

Bella by EC is a proud part of TNR Group Pty Ltd, a diverse family of ventures. Our sister brands include Edené Cuir (specialising in premium genuine leather), AMDM (a multi-niche store with over 140,000 products), Ali Jee, The Next Rex (an Engineering and IT Consultancy), and Cheap Auto Solutions (selling auto accessories and parts).