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Our Story

Since we opened our first store in 1981, Bellissima has been making connections through fashion.

At Bellissima, we love and celebrate women. Women do amazing things all day long and our mission is to make sure that women feel confident and beautiful no matter what they’re doing. It’s our privilege to be part of women’s stories.

As a business, we are passionate about local, and that is why we’re so excited to curate styles from established and emerging Canadian designers, as well as a wide selection of international designers. Our customers express themselves through a brand that is fun, flirty, and inspires confidence and joy.

Headquartered in Calgary, Bellissima Fashions has found a home in communities across Alberta, Kelowna, Saskatoon, and Winnipeg. Our stores are trusted for their impeccable customer service that makes us a beloved retailer.

For over 40 years, Western Canadian ladies fashion retailer Bellissima Fashions has operated 24 locations across BC, AB, SK, and MB.

The 13 locations across AB, SK, MB, and Kelowna were under the management oversight of the Calgary, AB Head Office. The 11 locations based in the lower mainland of BC and Vancouver Island were managed out of the Vancouver Head Office.

While all locations are known publicly as Bellissima, there were unique needs based on geographic locations.

As we move forward in 2021, all the stores based in AB, SK, MB, and Kelowna will continue to operate under the Bellissima Fashions banner with the supporting website at reflecting the fashions curated by the Calgary-based team.

The stores based in the lower mainland and Vancouver Island will be changing their name from Bellissima Fashions to Serena West by the end of the 2021, with a supporting website at

“The changes reflect the evolving needs of the customers and in order for both companies to grow, this change was welcomed.” - Viviana Shaneman, President, Bellissima Fashions.

We are excited about this new chapter for both Bellissima and Serena West and we hope you will join us in celebrating this strategic move.