The Beadaholique story started with a shoebox tucked under a bed in Sarah Diamond Santa Monica apartment. It was 1999. The shoebox was half full of beads a tiny warehouse of sorts from which Sarah had begun selling on the new auction site eBay. The Beadaholique story started with a shoebox tucked under a bed in Sarah Diamond Santa Monica apartment. It was 1999. The shoebox was half full of beads a tiny warehouse of sorts from which Sarah had begun selling on the new auction site eBay.