NEW YORK, New York — Wearbest Mills has named Susan Lobel vice president, marketing and brand development for Bella-Dura® fabrics. 

Lobel’s goal is to build brand awareness for Bell-Dura with designers, according to Irwin Gasner, principal of Wearbest Mills. She began her career as a window stylist and design editor and then moved on to become Promotion Manager for Architectural Digest then Director of Marketing for Interior Design magazine. For the past eight years she has been a consultant to high-profile design clients, including most recently, the luxury carpet manufacturer Tai Ping. 

“The brand (Bella-Dura) has an impressive tale to tell,” Lobel said. “Now it’s simply about further educating designers about its technical advantages, certified Green story, and versatility for multiple applications.”  Susan Lobel

Bella Dura is a division of Wearbest, a 70 year old, fourth-generation, family-owned textile mill. Bella-Dura fabrics are said to exceed 1,500 hours light fastness (UV stability), 50,000 double-rubs minimum, is stain & microbial resistant, bleach cleanable and 100% recyclable. This proprietary technology has received numerous accolades including the MBDC Silver certification in 2011, the company said. 

All Bella-Dura fabrics are made in the USA and the company said it is committed to keeping a robust New Jersey manufacturing base that produces safe, sustainable products.