About us!
It All Began with a Dream… and the Heart of a Little Girl.
Hello Beautiful,
I’m Jo Wiehler, founder of La Belle Sabbioneta® and Lady La Belle Skincare & Cosmetics.
I’m the third of ten children—seven girls and three boys—and yes, life was beautifully chaotic! But it shaped me into the woman I am today: bold, passionate, and driven by love. I wasn’t born into glamour. I was a shy, scared little immigrant girl who was often told she wasn’t enough… not pretty enough, not strong enough, not quite there yet. But deep down, I knew there was more to me than what the world was telling me.
One day as a little girl, I found an old piece of wrapping paper in my mother’s memory box—a 1960s scrap saved from her baby shower. It was adorned with beautiful illustrations of glamorous women: brunettes, blondes, redheads… each with bold dark brows, thick lashes, and sweeping black eyeliner. I held onto that image as if it were sacred. That was the first time I saw beauty—fierce, feminine, elegant—and I knew in that moment… I would be her one day.
I fell in love with makeup that day—not just for how it looked, but for how it made me feel.
By age 12, I was spending every Saturday at the Mall of America, hanging around the makeup carts like it was my own personal candy store. The colors, the textures, the magic of transformation—it enchanted me. I made a bold deal with one of the makeup artists there: I’d do makeovers every Saturday, and she’d pay me in cosmetics. And just like that, my love affair with makeup began.
But here’s the truth I’ve come to know after years of working in the world of beauty—through film, fashion, runway, television, print, and weddings:
Makeup doesn’t make you beautiful.
It’s the light inside you that does.
Makeup is simply a tool—a beautiful, playful, powerful tool—to help reflect what’s already within. And sometimes, we just need a gentle touch… a moment in the mirror… to remember the beauty that was always there.
That’s why I created Lady La Belle Skincare & Cosmetics—to give you that feeling. I wanted to craft products that feel weightless on the skin but powerful in presence. Luxurious textures, skin-loving ingredients, effortless elegance—because beauty should never be heavy, and confidence should never feel complicated.
I believe in skincare and cosmetics that invite joy, inspire self-love, and remind you of your enough-ness. Because you are. You always have been.
Today, I stand as the woman that little girl dreamed of being—someone who created her own brand, her own voice, her own legacy. And I built it for YOU!
So whether you’re playing in bold lipsticks or nourishing your skin with our divine serums, know this:
You are beautiful just as you are. You are kind, you are radiant, and you are so incredibly ENOUGH.
Thank you from the deepest part of my heart for being here—for trusting me, for choosing Lady La Belle, and for embracing your beauty inside and out.
I love you 💕
With all my love,
Jo Wiehler
Founder, La Belle Sabbioneta®
& Lady La Belle Skincare & Cosmetics®
