When Jennifer Viale opened Bella Vita at 5511 College Avenue in August of 1999, she was ready for a change. After working in visual merchandising at The Gap, she decided it was time to create something of her own—and Bella Vita was born.
Jennifer Viale, owner of Bella Vita. Photo: Anna L Marks
Jennifer was relatively new to Oakland at the time. She had moved to Montclair from San Francisco and didn’t yet know much about her new city. But she knew Rockridge was a special neighborhood, with its local shops, restaurants and strong sense of community. She wanted to be part of it.
Bella Vita’s first location was a small storefront at 5292 College Avenue. “I learned a lot in that space,” Jennifer says. Most importantly, she learned that the shop needed to be closer to the heart of the neighborhood. The business eventually moved to its current location, where it has continued to grow.
Over the past 25 years, Bella Vita has evolved into a shop offering women’s and children’s clothing and accessories, with an emphasis on unique finds. Jennifer and her team seek out small and independent designers and carefully curate a selection that embraces color, pattern and “a touch of whimsy.”
In 2022, Bella Vita expanded its offerings to include a selection of children’s toys and party supplies. The goal throughout has remained the same: to offer merchandise that is both fun and functional, while giving customers a chance to express their individual style.
“Adding color or a fun print to your wardrobe can really change your mood,” Jennifer says.
The shop aims to have something for everyone, while maintaining a commitment to quality merchandise at reasonable prices. But for Jennifer, Bella Vita is about more than what is on the shelves. Customer service and community are central to the business, and she wants her Rockridge neighbors to know how much their support means.
“We appreciate each and every customer that walks through our doors,” she says. “We value our customers and our community. Thank you for an amazing 25 years.”
Visit Bella Vita at 5511 College Avenue, or online at https://bellavitahome.com/
