Allean “Ally” Davis, our NJ Mompreneur of the Week, had been working in bridal and fashion jewelry for more than 20 years when she when she came to a turning point during the pandemic—accept a high-power job offer and miss being with her kids, or make the decision to start her own line, an idea she had been toying with for years. When her husband surprised her with an offer to make her dream business a reality, Ally knew she couldn’t refuse, and Giselle Stella was born in 2024. Almost two years later, the affordable luxury brand has emerged with gorgeous statement pieces that merge trend-forward styles with tarnish-free, water-resistant materials that are designed for everyday confidence. We caught up with this Piscataway mom to her brand’s namesake and daughter, Giselle Stella, 18, and her son, Jordan, 6, to discover the birthday gift that changed her life, her bi-monthly ritual she can’t do without, and her go-to spot for the best gluten-free pancakes.
Please share a bit about your family and background. I grew up in Queens, NY. It’s where my husband, Jason, and I had been raising our daughter, Giselle Stella, 18, and our son, Jordan, 6, but during the pandemic, we felt like we were on top of each other and decided to move for more space. We now live in Piscataway, and it’s been a very positive experience–we’re so happy here. We initially chose it in part for its diversity and proximity to the city, but now that we’ve been here for a while, we love it for the excellent school system and sense of community we’ve found—our neighbors all help each other.
Please share a bit about your career background and the “aha moment” that led you to launch Giselle Stella. I began working in the jewelry industry as a jewelry associate in a retail store at the age of 19, and I loved it so much that I continued to learn and grow in the field, ultimately becoming a Graduate Gemologist and later earning degrees in Marketing, Fashion Merchandising, and Buying. During the pandemic, I had been working remotely, but as things started to open up again, I was offered a management position, which would have required me to work 3-4 days a week in the city. With my children at home in New Jersey, it no longer made sense for me, so I decided to go out on my own, launching Giselle Stella. I’d been talking about the idea a bit, and as the ultimate show of support, my husband surprised me with an LLC for my birthday–it was just the spark I needed. Three weeks later, I had my business plan done and launched it soon after in 2024 with an online shop and pop-ups.
What’s next? This past April, I added a retail location to the mix. Giselle Stella is available at Newmarket, an incredible cooperative, which is in downtown Metuchen, and I’m with a great group of other small businesses. I love being able to come together and bounce ideas off of each other—a sort of lifeline, if you will. Another fascinating development is that through a partnership with L’Oreal, I’ll be creating one of their activation gifts for the 2025 Rookie Class of the WNBA.
Where do you find inspiration for your line? I’m inspired by what I see on the fashion runways as well as talking to my customers and getting feedback from them on what they’re looking for. I want to keep Giselle Stella fresh, so I only work in limited editions—we don’t keep anything for years here because that’s how fashion works. My current pieces will never look dated.
What are the most rewarding and challenging things about entrepreneurship? The 100% best thing about it is the flexibility it affords me. I also really appreciate that the brand aligns with my values. The biggest challenge is wearing so many hats, including the business’s operations, marketing, and service, and trying to fit self-care into that. I do have a standing appointment with my masseuse every two weeks because a massage, especially when you carry that stress in your back and neck like I do, is more than just pampering. It really does help to promote physical, mental, and emotional well-being.
Tell us about some of your favorite NJ businesses and local spots, and why you love them. Kids Empire is my son’s go-to! It’s a fantastic indoor playground with incredible slides, giant building blocks, child-sized cars, sports areas, mazes, and so much more. I bring my laptop, and he enjoys his time. Another favorite is Jenkinson’s Boardwalk because between the beach, rides, aquarium, and food (hello, funnel cake!), It’s a great way to spend the day. We also love brunch. I’m gluten-free, and it’s not easy to find a place that makes delicious gluten-free pancakes and waffles so we all can be happy. The Original Pancake House is that place!
What’s your best practical advice for a mompreneur just starting? Don’t let fear stop you. Fear is just the absence of faith—I don’t believe we’re given a vision without being able to walk through it and bring it to life. Also, you might not recognize it, but know that you’re already equipped for what you have going on.
For more information on Ally Davis and Giselle Stella, please see their website, Facebook, and Instagram pages.
