The Bella Family

The Owners

Joe and Kim


Kimberly and Joseph Heemstra purchased the Bella salons in 2007 with the mission of creating a closer knit family of stylists. They believe that in order to be a big family, you must treat everyone like family. Since purchasing the salons, they have worked diligently to provide the Bella team with the best work environment possible.




 Joe Heemstra

Joe joined the Bella family after purchasing the company with Kimberly in 2007. Today he spends his days running the business side of the company with the help of the management team while building/maintaining the salons and spas. His main purpose every day is to make sure that everything works properly and that everyone is having fun while working towards their common goals.

In addition to his role at Bella, Joe is also a Realtor with RE/MAX Real Estate Concepts in West Des Moines.  He specializes in new construction in the Waukee area, specifically working with Jerry’s Homes, as well as resales throughout the Des Moines area.  If you have any questions pertaining to residential real estate in the Des Moines metro area Joe would love to help you.

Since the Heemstras took ownership of the Bella, the salons have been named five time honorees of Salon Today’s Top 200 Salons in North America in the categories of Compensation & Benefits, Retention & Referrals, Recruitment & Training, and Philanthropy.  From concept to implementation, all of these programs were produced under Joe & Kim’s creativity and leadership.  They have also helped the team become one of Bumble&bumble’s Top 50 Salon’s in North America.

Kimberly Heemstra

Kimberly, a graduate of LaJames in Cedar Falls began her career at Bella under the previous owners.  At that time there was no education at Bella and upon starting, you were just placed on the cutting floor.  Knowing that she basically knew nothing, she sought out the best education that she could find with the goal of developing an educational system at Bella.  After seven years of being the lead hairdresser/educator at Bella, she and her husband were offered the opportunity to buy two of the Bella locations.  From there, it became her goal to give younger hairdressers the same opportunities for success, financial freedom, and life experiences that she had.

A note from the owners….

  • “We would like to thank our friends, family, and community. You have all given so much to us. Without you, we wouldn’t have anything and Bella would be nothing. We truly believe that you can run the best business in the world, but if you don’t have a wonderful community like ours that loves the people that work inside your doors, your business will not survive. We hope to give a piece back to the wonderful community, family, and friends that have given so much to us. Thank you from the bottom of our hearts for your continued years of support.”

–Joseph & Kimberly Heemstra, owners, Bella Salons & Spa

Bella Management and Leads


 Erica Starman-lead educator/stylist

Erica StarmanErica came to Bella in the winter of 2009 directly after graduating from The Salon Professional Academy in Ames, IA.   She is a stylist and a Bella Lead at our Johnston/North Park location.   She grew up in Carroll around the salon life being a receptionist at her Aunt’s salon in high school.  She always knew she wanted to be a cosmetologist and actually signed up her junior year of high school.   In Erica’s free time you will find her somewhere on the town with her family and friends.  She always has a smile on her face when she comes through the door in the morning and loves to use her creativity to make her clients feel beautiful.

Erica has had amazing opportunities at Bella for higher education and loves bringing back home what she has learned from places such as Eufora in San Diego, Bumble & bumble, and two recent trips to Vidal Sassoon in Chicago.





  Erin Moss-lead educator/stylist/massage therapist/esthetician

Erin Moss

Erin has been with the Bella family since April of 2011.  She received her cosmetology degree from Le Mars Beauty College and her massage therapy/esthetics degrees from Aveda Institute of Des Moines.  She has atteneded the International Dermal Institute for Reflexology, Dermalogica Chemical Peel workshops as well as skincare education from Obagi and Dermalogica.  Erin is also certified by Novalash to apply and maintain artificial eyelash extensions.  She loves the variety that her multiple licenses give her and the opportunities she has with her career paths while being our Bella Spa Lead Educator.






 Felicia Doanetto-lead educator/stylist

Felicia DoanettoFelicia came to Bella in Dec of 2007.  She in an expert colorist and has been educated by Bumble & bumble as well as Vidal Sassoon in Chicago.  Felicia has an extremely loyal clientele and when she isn’t exceeding one of their expectations you can find her giving her time to one of the new hires at Bella.  Felicia is excellent with numbers.  She is continually helping her new hires by setting goals for them and then works diligently with them to meet and exceed their benchmarks.







 Megan Passage-lead educator/stylist

Megan PassageMegan joined our Bella family in Jan of 2008.  With her impeccable make-up and hair that she wears differently every day at the shop, it was a no-brainer to have Megan become the Bella Styling Lead.  Megan has received training at Bumble & bumble (both at live and in NYC), and Vidal Sassoon in Chicago.  She is the go-to for any styling question and is at our Johnston/North Park location.







 Tami Roberts-lead educator/stylist

Tami RobertsTami is Bella’s newest member of the educational team.  She started with Bella in April of 2011 and she hit the ground running.  She was asked to join the lead team because, well, simply because she is a leader.  When Tami isn’t busy dedicating her time to her clients you can find her dedicating her time to anyone else in the salon that needs a hand with color formulations, cutting, or styling.  Tami has attended higher education at Vidal Sassoon in Chicago as well as receiving some Bumble & bumble education.  Tami is at our Valley West location.







 Lauren Bales-general manager, 

Montana Davison (not pictured) -manager, Johnston/NorthPark,  Amanda Fagen (not pictured)-manager, West Des Moines/Valley West

Lauren Bales

These three ladies are responsible for the day-to-day operations of our entire company.  Without them, the doors wouldn’t even be opened in the morning.  Lauren, Montana and Amanda are the first people you will see when you walk in and the last to say goodbye as you walk out.  They are the friendly voice at the other end of your phone and are the stylists’ best asset while they are behind their chair.  From payroll to customer complaints, they handle any and every scandal.

Bella Salon & Spa

  • Johnston 515.254.9074
  • Westown 515.223.5335