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About Us

Shop Your Values at Bead & Reel

Creating an ethical closet should be easy.
Founded in 2014 based on the belief that fashion and ethics aren't mutually exclusive, we offer over 60 independent designers and 15 different searchable ethics focused on eco-friendly, cruelty-free, sweatshop-free styles for conscientious women. Everything we sell meets the criteria of being thoughtful to animals, people, and the world through our carefully curated selection of hand-picked designers and products including:  

  • Fair Trade
  • Made in America
  • Organic
  • Vegan
  • Female Founder
  • Giving Back


We believe that fashion should make you feel good. All of our styles are from independent designers and are free from the exploitation of people, animals, and our planet.  

We believe you should be comfortable with what you wear, shopping with confidence that your purchases are supporting policies and choices working to make the world a little bit better place. 

We believe in practicing what we preach. We value fair wages so we pay our interns. We value recycling so we use recycled (and recyclable!) shipping supplies. And we value animals so we are a 100% vegan, 100% vegan-owned company. 

We believe in giving back. Along with our Charity of the Month program to give back to causes around the world with a portion of each sale, we are active in our local community through the quarterly Suiting & Style Drive with the Downtown Women’s Center and a sponsor of the annual Fair Trade Fashion Show Fundraiser which this year raised over $31,000 to fight human trafficking.   

 We believe that when you shop you are voting for the kind of world you want, and we want to offer you a better kind of world. Sign up to join our community newsletter and contact us with any questions.


Sica Schmitz

Sica Schmitz founded Bead & Reel based on her own tireless search for ethical fashion. Even as a Hollywood Costume Designer she had a hard time finding beautiful clothing that met with her vegan and humanitarian values, so she decided to create the store she wanted to shop at by bringing together like-minded brands for easy ethical one-stop shopping. 

Along with being a frequent speaker, writer, and sustainable stylist, she is also the founder of the non-profit Fair Trade Fashion Show, Fashion Editor for Vilda Magazine, and board member and committee chairwoman for Fair Trade LA. She has written about and spoken about leading a mindful lifestyle through dozens of publications, podcasts, and events including BustleOrigin MagazineThe Good TradeMagnifecoVegan Life Magazine, the Animal Rights National Conference, and the Fair Trade Campaigns Regional Conference.

She is a Sagittarius, an introvert, not very good at yoga (but doesn't let that stop her), and loves vegan donuts (okay, basically all vegan sweets) and Ndotto, her orphan elephant at the David Sheldrick Wildlife Trust in Kenya.

You can read more about her story here