Bellezza, a New Store on Via de la Paz, Features Exquisite Lingerie

Olivia Ciani has opened a new lingerie store on Via de la Paz.

Olivia Ciani has opened a new lingerie store, Bellezza, at 857 Via de la Paz, featuring bras, panties, lounge wear, pajama sets, robes and body suits.

“We have sophisticated to super sexy nightgowns,” said Ciani, 21, who clearly was destined to have this shop.

When Mely Parmelee closed Special Moments on Via de la Paz on July 31, after owning her lingerie store for 32 years, she hoped someone would take over the business.

Ciani’s grandmother, Hedy, had been best friends with Mely, and Olivia says she was “running around that store since I was a baby.” Ciani’s family has lived in Pacific Palisades since 1972.

Ciani attended high school in Los Olivos (north of Santa Barbara), and moved back to this area with her two horses in order to attend dental hygienist school.

When she discovered “that this wasn’t for me,” she threw herself into equestrian pursuits, working in all areas, such as dressage, western and hunting/jumping.

“My passion was problem horses,” said Ciani, who admitted that before coming to the store today (Monday), she had been with her horses in Agoura Hills/Calabasas. They are still a mainstay of her life.

On Father’s Day, at a family gathering, Ciani’s grandmother Hedy announced that Mely Parmelee wanted to retire, that the store “was her baby, and she wanted it to go to someone who could take care of it.”

“My father told me, ‘You should buy it,’” said Ciani, who was starting her own business with an equine growth product. “He mentioned that I should do the store first, and two months later, here we are.”

She bought the stock from Mely and opened in the remodeled 680-sq-ft. Krimpers space.

In addition to the brands that Mely carried, Ciani includes products that target a younger generation. “We carry quality products that are designed in Europe and we have something for all age ranges,” she said.

Ciani showed CTN a new product, Clo Intimo, made by South American designer Claudia Ochoa. “They make the most beautiful, sexy, lacy underwear. They’re comfortable and attractive.” A piece of jade is sewn on every single item.

Belleza continues to carry the top lingerie lines: Hanky Panky, Addiction Nouvelle Lingerie, Huit, Samantha Chang, Cozzabella, Hanro and Cat’s Pajamas.

“We get new arrivals every week,” Ciani said. “Right now, I’m also building an online store.”

If you go to her Instagram (bellezza.palisades), and find something you like, you can call Ciani and “buy it over the phone.” Her number is (310) 454-8199.

Ciani’s sister Sophia, 20, who is attending school, is helping with the Instagram account and helped with the store layout, which is beautifully done.

The owner’s Italian greyhound has a bed at the store and can often be found there.

The store’s hours are 11 a.m. to 6 p.m. Monday through Saturday, noon to 6 p.m. on Wednesday and closed on Sunday.  “In mid-November, hours will change for the holidays,” Ciani said.

Olivia Ciani carrues a new line of lingerie Clo Intimo.

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1 Response to Bellezza, a New Store on Via de la Paz, Features Exquisite Lingerie

  1. Rose Carcich says:

    Hi Olivia, I just got a glimpse of your store and saw this site….it looks beautiful (just like you). Love the name! I’m hoping to stop by sooon.. sorry, been busy with all aspects of life.
    I wish you all the best and much success – I think with your determination is will happen. My best to your lovely family. Take good care, Rose

    p.s. not to be critical, I think Cosabella is misspelled?!?

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