Serena had dreamed of opening her own clothing store ever since she was a young girl. That dream became reality in 1975 when she and her husband opened the first Serena store on West Pender in downtown Vancouver, B.C. With a keen sense of style and a strong belief in the transformative power of fashion, Serena envisioned creating a brand that inspired confidence and self-expression.

"I love seeing how confident and glamorous women feel when they put something beautiful on; it brings out their inner beauty, and I believe that is what fashion should do."

The brand quickly became the go-to place for modern women to find uniquely styled, quality fashion combined with exceptional customer service. This successful formula soon led to numerous store openings under the Serena brand across B.C. and Western Canada.

As the brand grew, Serena recognized her customers' desire for even more sophisticated, beautifully crafted, and unique designer collections. To fill this niche market, the vision of Bellissima was born. Bellissima, meaning "very beautiful," would curate the most exquisite collections from local and international designers. With a renewed commitment to deliver what her customers wanted, Serena opened the first Bellissima in September 1986 in B.C.'s largest mall, Metrotown. Over the years, the Bellissima brand has become synonymous with impeccable, sophisticated, and timeless style, whether for everyday wear or special occasions.

As part of our evolution and commitment to making it easier for our valued customers to find us, we are excited to announce our evolution as a brand and changing our online name to Bellissima West. This change reflects our continuous journey and honors our history while ensuring consistency with our store name.

With her family by her side, Serena hopes to continue the legacy of the Bellissima West brand by delivering fashion that inspires self-expression and encourages women to Be Bold. Be You. Be Seen. 

At Bellissima West, our core vision is to help women feel beautiful and confident through fashion. We believe that fashion is so much more than just clothing; it’s a powerful tool for self-expression and a reflection of your unique personality. We are committed to being the ultimate destination for women seeking unique, stylish, and sophisticated fashion. 

From offering an unparalleled selection of high-quality pieces to providing exceptional customer service, we strive to empower and elevate your shopping experience. Our knowledgeable and professional style team is dedicated to helping you discover your personal style and feel confident in every outfit.

At Bellissima West, we believe in building a community rooted in honesty, integrity, respect, and kindness. These core values shape every aspect of our business, from how we treat our team members to how we serve our customers. We translate these principles into action by delivering exceptional service, high-quality products, and complete transparency, ensuring an exceptional shopping experience from start to finish. 

Our passion for fashion drives us to stay ahead of the curve. We constantly explore emerging trends, collaborate with innovative designers, and prioritize sustainable practices to curate the latest and most coveted styles. We believe in empowering our team members to grow professionally and personally while maintaining a healthy work-life balance.