Serena West

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.

The brand quickly became the go-to place for modern women to find a curation of 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.

It was then that Serena recognized her customers wanted more: there was a desire for even more sophisticated, beautifully crafted and unique designer collections. With the aim of filling this niche market, the vision of Bellissima was born: Bellissima, meaning very beautiful, would curate the most beautiful quality 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.

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