About The Brand

Owner Lori-beth James was born and raised in sunny Durban. She grew up in church and loved watching her grandmother and mother dress in stylish outfits.

Her mother recalls one of her favourite childhood sayings being “feel this material”….. being in clothing became a childhood dream that she never let go of. At the age of 12 her parents relocated to the USA. Together with her sister she went to school in Los Angeles and Saint Louis and it was there that she discovered her love of turquoise and fell in love with the western inspired gems the USA holds.

Returning to SA some years later she combined a touch of western with her Durban beach style and opened several successful clothing boutiques. She decided to take a break for a few years to be a full time Mom to her two handsome boys but later returned to clothing as a buyer. With her ever growing love for clothing and all things stylish she decided to branch out on her own and Belle Gray (named after a sweet little girl Belle that her boys refer to as their sister, and Gray after her youngest son) was born!

We hope you enjoy shopping with us.