Meet the owner
Hi, I’m Joelle, the founder and CEO of Believe in the Beauty, LLC, which includes Smile Edition (professional teeth whitening) and Luxe Links (permanent jewelry). With over 30 years of experience in retail management and leadership, I have always been passionate about helping people feel their best. After experiencing profound personal loss, I was inspired to create a business that celebrates life’s beauty in all its forms. Believe in the Beauty is more than a company name — it’s a philosophy. I believe that confidence begins with how we feel about ourselves, and sometimes the smallest details — a brighter smile, a meaningful piece of jewelry — can have the biggest impact. Through Smile Edition, I bring safe, convenient, and professional teeth whitening services right to your door, helping you feel radiant and ready for life’s special moments. With Luxe Links, I create permanent jewelry that honors love, connection, and personal milestones — timeless pieces designed to be worn every day as a reflection of your story. Outside of my business, I am deeply rooted in my family, faith, and community here in the Ohio Valley. Everything I do is guided by the values of strength, resilience, gratitude, and my faith. My mission is to inspire others to embrace their beauty, live with confidence, and celebrate the moments that truly matter.
ways to book
Permanent Jewelry
Looking for a unique and memorable way to celebrate a special occasion? I offer private bookings for parties and events, where your guests can enjoy the experience of permanent jewelry. Whether it’s a girls’ night, birthday celebration, bridal shower, wedding, or any other milestone, I’ll bring the luxury of custom, welded jewelry right to you. Each guest can choose their favorite chain and have a timeless piece created on the spot, making your event truly unforgettable.
You can also invite me to festivals, farmers' markets, pop-up events, and community events to share the magic of permanent jewelry with a wider audience. Guests love the chance to browse beautiful chain styles and leave with a custom piece they’ll treasure. It’s an eye-catching, interactive experience that adds sparkle, connection, and excitement to any open-air market or gathering.
Teeth Whitening
I bring mobile teeth whitening right to your home for you and your guests. Hosting a whitening party is a fun way to get ready for special occasions like weddings, vacations, proms, or just a girls’ night in. Everyone leaves with a brighter, more confident smile, all without having to go anywhere.