Everything We Know. From Public Record Alone.
Complete client intelligence from California Secretary of State, CSLB, BBB, BuildZoom, and mystery shopper audit.
This intelligence was assembled from California Secretary of State filings, CSLB license records, BBB data, BuildZoom analytics, Google Business Profile, Yelp, three Instagram accounts, Facebook, Nextdoor, Houzz (two profiles), the company website, county assessor records, and a mystery shopper audit. Every fact below is sourced from public records or direct observation.
Owner Profile
| Field | Value |
|---|---|
| Full Name | Mark Daniel Hamilton (NOT “Marc”) |
| Titles Held | Owner / CEO / CFO / Director / Agent for Service of Process |
| Corporate Secretary | Niloofar Hamilton (née Faramandi) |
| Location | Mission Viejo, California |
| Industry Tenure | Since 1988 — 38 years |
| Career Arc | Custom homes → Tract homes (500/year at peak) → Remodeling showroom |
| Communication Style | Direct, practical, action-oriented. Builder language, not marketing jargon. |
| Employee Count | 5–10 (including subcontractors) |
| Entity Registrations | Registered agent for 25 entities; authorized person for 52+ |
Business Entity
| Field | Value |
|---|---|
| Legal Name | Bella Kitchen, Bath & Flooring, Inc. |
| Entity Type | California Close Corporation (#5309941) |
| Incorporated | October 26, 2022 |
| CSLB License | #1120002, B-General Building Contractor, Active |
| Bond | $25,000 contractor’s bond |
| Workers’ Comp | State Compensation Insurance Fund |
| BuildZoom Score | 93–95/100 (top 22–27% of 336,931 CA contractors) |
| Revenue Range | $1.0M–$1.8M (estimated) |
| Avg Project Value | $72,250 (from 3 known: $84K + $77K + $55K) |
| Address | 24166 Alicia Parkway, Mission Viejo, CA 92691 (Vista Paint Plaza) |
| Showroom | ~5,000 sq ft commercial space |
| Phone | (949) 597-8453 |
| Emails | [email protected] AND [email protected] (conflicting) |
Six different business names at one address means six different places where reviews, trust, and brand equity are scattered. A customer searching for "Bella Kitchen" finds five other names competing for attention. This single issue fragments all online marketing efforts and makes it impossible to build a strong, recognizable brand in search results.
The Six-Name Problem
This is one of the most visible symptoms of brand fragmentation. The business currently operates under six different names at the same Mission Viejo address. To a potential customer searching online, this creates confusion, reduces trust, and makes it impossible to accumulate review equity under a single identity.
| # | Name | Status | Source |
|---|---|---|---|
| 1 | Bella Kitchen, Bath & Flooring, Inc. | Current entity (CSLB Active) | Secretary of State, CSLB |
| 2 | Bella Remodeling Inc | Predecessor (CSLB Expired 12/2023) | CSLB #1039288 |
| 3 | Bella Kitchen & Bath | Trade name on LinkedIn/marketing | LinkedIn, marketing materials |
| 4 | Florence Stone & Design | Alternate per BBB | BBB filing |
| 5 | Bella Tile & Stone | Still active on Nextdoor | Nextdoor listing |
| 6 | Floor Gallery | Separate address (Via Fabricante) | Business records |
The BBB lists Ms. Fariba Esmaeili as President/CEO of Bella Remodeling Inc — not Hamilton. This suggests a prior business partner departure or entity transfer. The 2022 Close Corporation formation under Hamilton may indicate restructuring for liability management after a partnership dissolution. This needs investigation during the entity audit.
Key Staff (from Google Reviews)
| Name | Role | Review Mentions |
|---|---|---|
| Jason | Sales | Praised for communication, responsiveness, design guidance |
| Carlos | Construction Foreman | Praised for quality, craftsmanship, attention to detail |
| Michele | Design | Praised for creativity, material selection |
| Lili | Design | Praised for patience, visualization help |
| Sam | Design Consultant | Praised for professionalism |
The fact that staff are mentioned by name in reviews is significant. It indicates genuine personal relationships with clients — a signal of craftsmanship culture that money cannot buy. This is the healthy “heart” of the organism.
Services Offered
Kitchen remodeling ❙ Bathroom remodeling ❙ Whole-house renovations ❙ Custom cabinetry ❙ Countertops (granite, marble, quartz) ❙ Flooring (carpet, hardwood, laminate, LVP, tile) ❙ 3D kitchen/bath visualization ❙ Plumbing ❙ Electrical ❙ Carpentry ❙ Structural work ❙ Permit coordination. Authorized Fabuwood dealer. Financing via Hearth.