about

Jennifer Viale established Bella Vita in 2000.  After working for The Gap & Banana Republic in Visual Merchandising I decided to leave the corporate world and open my own business.  Bella Vita specializes in unique and one of a kind merchandise with a mix of new and vintage items.  Featuring local and independent designers has become very important to me - I love being able to tell my customers about each and every item in my shop.  My love for children's merchandise started around the time my daughter Olivia was born.  I pride myself in offering a great selection of merchandise for each season. 

My most important job is being a wife to my supportive husband and a mother to my amazing daughter.  I have a passion for what I do and enjoy going to work everyday.  Having a background in visual merchandising makes me a little OCD when it comes to how each item is displayed and merchandised. It doesn't matter what you buy for your store if it isn't displayed and merchandised well!  My passion for antiquing and thrifting started when I was young.  I remember getting up early on the weekends to hit the yard sales with my Mom.  I think my daughter has the thrifting bug too - she has a good eye!  I'm living the best life with my family in Oakland, CA - I am a lucky girl!  I truly have a Beautiful Life!