Bellissima Spotlight: Casar

Casar Jacobson is the new face behind the Bellissima Spring/Summer campaign. She is passionate about community and philanthropy, and currently holds the title for Miss Calgary. Check out our interview with Casar below to find out more about her modelling career, the charities she supports, and her favourite items from Bellissima! 

How long have you been modeling?

I first got into modeling approximately 3.5 years ago. My desire to model started with my involvement in pageantry - I have my friend Lisa to thank for the first opportunity. Furthermore, Patti Falconer, and many friends along the way have opened doors enabling me to pursue a modelling career

What is your favourite part about modeling?

 I enjoy many aspects of modeling; however, my favorite parts are the opportunity to be involved in philanthropic endeavors, and the excitement of the entertainment industry.

Besides modeling, what types of activities do you enjoy? What are your interests/hobbies outside of modelling?

My friends recently introduced me to kite boarding, which I can foresee being an all-time favorite.  I enjoy cliff jumping – new experiences that challenge my comfort zone - dancing, singing, pageantry, travelling, and most of all philanthropy

You do a lot of charity work in your community. Tell us a little about that. What charities do you support?

KIA, Epilepsy, Charity, Tourism Calgary, Brenda Stratford Association, Mustard Seed, Brown Bagging for Children, Run for a Cure, Law Enforcement Run, Special Olympics, SOS Children's Villages, United Way, Mustard Seed Society, WSPCA Animal Rescue, Vancouver Performing Arts, EPCOR Centre for Performing Arts, UNICEF, Alzheimer Society of Canada, Habitat for Humanity Canada, Save the Children Canada, Science Alberta Foundation, West Coast Legal Education & Action Fund.

Each event has helped me understand other cultures, lifestyles, and has made a major impact on my life in regards to how I treat others and wish to be treated.

I’ve likely missed a few, but my involvement with these great organizations is thanks too many individuals that have helped introduce me along the way.  

This month (March) I’ll be going to Nicaragua to lend a helping hand – not many people know that 1 in 2 Nicaraguans live in Poverty.  It’s tough so see children, especially, in dire need of the basic essentials. I’ll be writing a journal on my endeavor…soon to come

You are Miss Calgary, what types of responsibilities come with that title?

You're to be an ambassador for the city. This means a high level of professionalism, encouragement to others, and committing yourself to philanthropic endeavours.

 How would you describe your own personal style?

My style varies drastically depending on the function or event. I love to wear formal cocktail dresses and evening gowns accented by jewelry. If I’m just hanging out I would like to say cool casual, lighter materials – it’s easy to enjoy leisure time and still be fashionable.

Do you have a favorite Bellissima item

The thing about Bellissima is it's not just one particular style. It is suitable for many age groups and genres. I've dressed funky, classy and business all from the same store, so it's difficult to pick just one. I always add flare to the outfit with their complimentary jewelry collection.

What one item do you think everyone should have in their closet
Little black dress

Bellissima Spotlight: Serena

Original Bellissima Store, formally called Serena 

Interview With Store Owner And Buyer: Serena

Bellissima is a family run company. Tell me a bit more about that. How and why did you decide to build the company and what was the experience of starting a  family run company like?

 I had a vision to own a chain of ladies wear stores in my early teens. I felt such joy and confidence when I was well presented. I wanted to share this feeling with more women. Growing up in my family, I felt women are considered insignificant. Too many times I was told girls are useless. When I told my family about my dream they just laughed at me. I graduated from University of British Columbia in 1971. I worked in the Ladies wear department at Robert Simpson's in Toronto. The interviewer asked me at the time why a university graduate would want to be a salesgirl. I told her "I'm going to own a chain of ladies wear stores one day. I have to start some place to gain experience". She also laughed at me all the time. I guess this was not the first time she had heard this. I finally had the opportunity to venture into my own business in 1973. I had a failed attempt as an importer. Collecting money was a major problem. My husband and I decided to venture into retail. Our first store was opened in May of 1975. I have been living my dream ever since. 

What has been Bellissima’s greatest success?

Bellissima's greatest success is the team of great women and men working in the company. We have such passion for fashion and to make our customers look great. We are proud of our products. We also have many local customers. 

I know you do the buying for your own stores. Tell me a bit about this experience. How do you decide what to buy? How do you find brands that fit the Bellissima aesthetic?

Over the years I have worked with numerous suppliers, I tried to find lines with good workmanship and fit, and also suppliers that will stand behind their products. Every line depends on their designer, merchandiser, pattern maker and quality control. Any slip in any of these departments will effect the selling of the line. This is why I change my lines constantly, but my focus is the same. I have to find beautifully made clothes with great fit that make a fashion statement. I am always looking for elements of what is interesting at the moment in fashion. The clothes must be accessible to my customers. 

What labels do you carry?

Joseph Ribkoff, Frank Lyman, Conrad C Dolcezza. I am constantly trying out new lines and dropping lines that no longer work for our customers.

Bellissima has it’s own, in house label - Who designs for the label and how do you come up with the inspirations for the designs?

We develop our private label by travelling to major cities like Paris, Milan, Rome, London and New York. We spot colour trends and new looks. We like to have merchandise that is exclusive to Bellissima only. Now, we also have our in house designer Vivian Wong, who does her own research to come up with new looks. She was trained in Paris and has been a designer for a lot of boutiques in Vancouver. Her designs are doing very well in our stores, and they are all made in Vancouver.

What trends can we expect to see at Bellissima for S/S?

Bellissima means Beautiful in Italian. We want to emphasize the femininity of the female body. We are proud of our assets and our look no matter what our size and age. Colours bring in different energy and vibration to our body. There are lots of vibrant colours and prints this spring. 

Why is keeping things local important to Bellissima? How do you keep it local?

My focus is to bring beautiful clothes to our customers. By keeping productions local we can turn around new designs in 1/3 of the time. We are providing local employment and helping the overall economy. We have been doing this for over 20 years.

What are you doing to keep your company current?

I am open to view new lines all the time. We take trips to Europe, New York and Los Angeles a few times a year.

What is your favourite piece in stores right now?

There are too many favourite items in the stores. I am bringing in new looks and new ideas all the time. Different silhouettes suit different body types. Our staff are experts in this area. I love the skinny pant or legging with tunic tops. We are dressing more relaxed these days. Comfort is a major factor. Knit jackets and cardigans are more comfortable than woven jackets. We have knitted co-ordinate looks that are professional looking. 

What do you love about working in the fashion industry? 

I love working in the fashion industry. I am a visual person and I have a very good visual memory. I am good with forms and shapes; this is the area that I am good at. Fashion is always stimulating and changing, there is never a dull moment. I am very grateful to have the opportunity to assist with women's wardrobes over the years. I hope Bellissima played a small part in their success and happiness.

What inspires your own style?

My own style is from my selections for Bellissima. It is the culmination of my work and passion.

Anne Bosman - Bellissima runs generations deep

I first heard about Anne by a complete accident. My boyfriend's friend from high school happens to be closely affiliated with Alberta Fashion Week and as a result we get to mingle and cross paths from time to time. She knew I wrote for the Bellissima blog and mentioned that her grandmother was employed by the company. I have been wanting to do an employee profile section on the blog for quite some time, but limited by time have yet to get around to it. Anne, however, was quite special: running 28 years, her employment is one of the longest if not THE longest run with the company. The most admirable? At 81 years old she is only now ready to take some time and focus on herself. This is my attempt to convey to all of you the hard work, dedication and amazing personality that is Anne Bosman. 

Going down memory lane, Anne reminisces about her first Bellissima Manager, Sophia. At 54 she was in search of a job, as a stay at home mum, the world of fashion excited her, she was ready to leave the nest, so to speak. When I speak with Anne there isn't much that makes us different, the love of clothes, and style itself transcends generations, and in Anne's case it has proven to be quite true. Fast forward 24 years and you see Anne's granddaughter Jacqueline completing the circle and helping organize Bellissima's first Alberta Fashion Week fashion show. It's quite amazing when you think about it, none of it was planned, all these women found their way towards Bellissima on their own terms. 

Anne remembers some of the prominent Bellissima locations to be Serena stores, something my young eye for fashion doesn't even remember. It is a great pleasure speaking with Mrs. Bosman, the stories and her points of view are refreshing, enthusiastic and more than anything, inspired. Today's world of retail is not the same as it was 20, even 10 years ago, globalization changed the way we make business, and so Anne's observations are quite valid when she points out the reason she loved working for Bellissima through all these years: the interactions between customers and the sales team as well as among the employees themselves. The atmosphere is tight knit, very family friendly, she says. 

As for her personal favourite experiences she singles out selling in the top spot. To Anne it wasn't about forced sales, but about establishing relationships. When bridesmaids came into the store in search for the perfect dress is when Anne felt most accomplished. Cruise season is her favourite time of year to watch for new pieces for her wardrobe, and of course the husbands accompanying the wives while shopping always provide for a lighter atmosphere, it's their view of fashion she finds unique, and at times mildly entertaining. 

After talking about the Bellissima customer, Anne believes that they have gotten younger, even Jacqueline found herself a stunner to wear to her high school graduation, and indeed upon walking into a Bellissima store you know you can find something for that special occasion. The diversity, however is what keeps the brand current. Bellissima, in Anne's eyes is an every season shop, customers who bought something for work will come again and buy something for a wedding or a party. Anne's biggest sale to date? $2,700, and it took the whole shift to get there. This kind of personalized shopping experience is what attracts the customer, after all Bellissima originated on the principal of close and personalized relationships. Before the age of the computers, the sales associates were expected to go home and call their customers on their own time and inform them of selections they might be interested in. This, overtime, has translated to our mailing lists and customer loyalty programs that offer discounts and special promotions. As far as getting adjusted to the computers? Anne was never interested in that, she would be encouraged to stay on the floor and leave ringing though the final purchase to somebody else. 

Anne has seen many changes over almost 3 decades with the Bellissima brand, one thing for sure stays the same, the quality and the brand promise to exceed all your expectations. Anne has gone a far distance from the girl with ten siblings, from a Saskatchewan Farm, where clothes and fashion were not an accessible commodity to a brand staple and a woman who inspires us all, and most importantly inspires our love of fashion.