Former magazine editors launch e-commerce site Bellaloopa


Australian online fashion magazine and e-commerce site Bellaloopa has launched.

The site is the work of journalist and editor Melisande Clarke along with her friend and colleague, former Reader’s Digest editor Josephine Brouard.

The pair has extensive experience in editing magazines. But besides personal use, they have no formal experience in online retail, so they have outsourced the website build.

Clarke’s daughter, a graphic artist, is responsible for the web design. Clarke has previously worked as writer and editor at a number of Australian titles, including Who Weekly, In Style, The Australian Financial Review Magazine and the Sydney Morning Herald. Brouard has worked as editor on New Woman and Pink Ribbon magazine. The launch edition of the online magazine features  over 100 online retailers.

Clarke told Mumbrella: “Bellaloopa was born out of my passion for online shopping. I met Josephine Brouard, another keen online shopper, when we both worked for Cleo Magazine, and we decided to use our extensive media experience and the infinite production possibilities of the internet, to create a magazine that had the high-production values of a glossy magazine, and the easy ‘click-through’ technology that directs readers to the e-tailer point of sale for any item in the magazine.”

The revenue model is through targeted display on site. The magazine also offers advertisers solus with full-page ads in the run of the book, as well as banners on the webpage.





Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.