Say goodbye to country chic and hello to sparkle and sass—Lowell’s beloved boutique Bella Grace is now officially Disco Darling. The newly rebranded shop is shaking up downtown fashion with bold styles, a fierce new vibe, and a big celebration to match.
Owner Michelle Halvorsen took over Bella Grace in 2023 — located at 200 W. Main Street in the historic downtown — with a vision that’s been evolving ever since.
“When I bought Bella Grace, I was brand new to the industry,” Halvorsen explains. “I wanted to get my feet wet before diving into a complete rebrand. But it was always in the back of my mind.”
That idea finally became a reality with help from local branding expert Victoria Runstrom of Kicky Vicky Consulting. What began as a conversation about social media and marketing quickly blossomed into a full-on transformation—including a new name, logo, website, and overall vibe.
“Disco Darling is 100% me,” Halvorsen says. “I like all things bright, shiny, and bold. I’m excited to lean all the way in.”
The boutique’s new identity is a celebration of confidence and creativity, geared toward women who want to stand out—without sacrificing comfort.
“Most of us are moms,” Halvorsen adds. “We want to feel fabulous, comfy, and cute. This brand is for the trendsetter gal living in a small town. Just because we’re in a farming community doesn’t mean we can’t rock some sequins!”
Disco Darling mainly carries sizes small through XL, with a few pieces available in 1X–3X. While extended sizes aren’t stocked as often right now, there are plans to expand the selection based on customer demand.
The shop will debut its disco-glam rebrand during a special in-store reveal event on Saturday, May 10. Expect pink, sparkles, and bubbly—plus exclusive goodies for the first 25 shoppers, including a Disco Darling tote bag. Guests can also enter to win a $50 gift card.
Behind the scenes, the rebranding process included a playful, champagne-fueled photoshoot with Halvorsen’s close friends—fellow moms from the Lowell area. “It started as a shoot for stock images and turned into a mini dance party,” she laughs. “We popped champagne for the photos and ended up enjoying it too!”
While the process is exciting, Halvorsen admits it is also a leap of faith. “A full rebrand wasn’t even on the agenda at first. Taking that risk was scary, but I hope this brings the attention we need to really get noticed.”
And if you can’t make it to the launch party, no worries. You can follow the boutique’s journey on Facebook, Instagram, and TikTok@DiscoDarlingstore or sign up for the email list at www.discodarling.com to stay in the loop.
At its heart, the new Disco Darling brand is built on two themes Halvorsen holds dear:
#1 – Darling, You’re Fabulous.
#2 – Big City Fashion for Small Town Girls.
“I want every customer who walks in to feel like they belong—and leave feeling even better,” Halvorsen says.
So go ahead, Lowell—dust off your disco balls. Disco Darling is here to shine.
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